BUILD & LAUNCH YOUR ONLINE COURSE IN 4 MONTHS:
THE SPECIFIC STEP-BY-STEP PLANSHAYNA OLIVEIRA
ESPRESSO ENGLISH
I’ve run an online course business for 5+ years…
Main business: Behind the scenes:
Nowadays, I can travel and work
as much or as little as I want!
Main business: Behind the scenes:
An online course business is
a LONG-TERM investment…
2012 2013 2014 2015 2016
Implement 3 stages over 4 months:
Build & cultivateaudience (2 months)
Pre-sell(1 month)
Deliver(1 month)
Stage 1:
Build & Cultivate Audience
WEEK 1:
• Create a “lead magnet”:something SIMPLE, helpful, and compelling
It should deliver ONE “quick win” for your subscriber!
Stage 1:
Build & Cultivate Audience
LEAD MAGNETS CAN BE…
• A mini-course
• A cheat sheet / checklist
• A design template
• A case study
• A toolkit / ultimate resource list
• A worksheet / printable
Stage 1:
Build & Cultivate Audience
WEEK 1:
• Create a lead magnet:something SIMPLE, helpful, and compelling
• Set up a SIMPLE website with a strong emphasis on the opt-in
Stage 1:
Build & Cultivate Audience
WEEK 2:• Produce 3 pieces of “pillar content” for your own
site (text, audio, or video – whatever you prefer)
What are the most common questions, the biggest burning problems?
Stage 1:
Build & Cultivate Audience
WEEK 2:• Produce 3 pieces of “pillar content” for your own
site (text, audio, or video – whatever you prefer)• Brainstorm and identify places where you can
get in front of your potential customers
Stage 1:
Build & Cultivate Audience
THE REST OF THE TWO MONTHS:• Go out and get in front of your people!!!
• Guest posts/interviews• Forums and Facebook groups• Personal invites, cold contacts• Targeted paid advertising
Stage 1:
Build & Cultivate Audience
THE REST OF THE TWO MONTHS:• Go out and get in front of your people!!!
• Guest posts/interviews• Forums and Facebook groups• Personal invites, cold contacts• Targeted paid advertising
Stage 1:
Build & Cultivate Audience
Pitfall:Not being proactive enough
Stage 1:
Build & Cultivate Audience
At least 100 e-mail subscribersGOAL:
CULTIVATE your list:• Send one new piece of
content per week
Stage 1:
Build & Cultivate Audience
CULTIVATE your list:• Interact & ask questions:
• What are you struggling with?• What do you want to know more about?• What questions do you have for me?
Stage 1:
Build & Cultivate Audience
CULTIVATE your list:• Interact & ask questions:
• What are you struggling with?• What do you want to know
more about?• What questions do you
have for me?
Stage 1:
Build & Cultivate Audience
Pitfall:Not contacting
your subscribers until launch
Stage 2:
Pre-Sell – Get paid before you create
WHY?• It will validate your product
with REAL paying customers• It will give you a DEADLINE!
Stage 2:
Pre-Sell – Get paid before you create
WEEK 1: Choose a topic (can have a vote)
WEEK 2: Decide on the format, price, platform
WEEK 3: Write a sales page and e-mail sequence
WEEK 4: Send the e-mails!
Stage 2:
Pre-Sell – Get paid before you create
WEEK 2: Format, price, platform• Don’t agonize over this – do a bit of research and
pick something that seems like it will work well
Stage 2:
Pre-Sell – Get paid before you create
WEEK 2: Format, price, platform• Don’t agonize over this – do a bit of research and
pick something that seems like it will work well• If you are not techy, use a ready-made platform
like Teachable or Thinkific
Stage 2:
Pre-Sell – Get paid before you create
WEEK 3: Sales page• Paint a picture of the customer’s NEED + your
course as the SOLUTION• Clearly communicate the course topics and
timeline for delivery• Use a video + text under it
Stage 2:
Pre-Sell – Get paid before you create
WEEK 3-4: Sample e-mail sequence:• Course is open!• Lesson list (or free sample)• FAQs• Last chance
(countdown: motionmail.com)
Stage 2:
Pre-Sell – Get paid before you create
EntrepreneursInMotion.com/launch
WEEK 3-4: Sample e-mail sequence:• Course is open!• Lesson list (or free sample)• FAQs• Last chance
(countdown: motionmail.com)
Stage 2:
Pre-Sell – Get paid before you create
Pitfall:Not selling hard
enough
Stage 2:
Pre-Sell – Get paid before you create
At least 10 paying customersGOAL:
Stage 3:
Create & Deliver Your Course
• Deliver on the promised schedule(work ahead!)
Stage 3:
Create & Deliver Your Course
• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused
Stage 3:
Create & Deliver Your Course
• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused• Offer practice opportunities:
quizzes, worksheets, “homework”
Stage 3:
Create & Deliver Your Course
• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused• Offer practice opportunities:
quizzes, worksheets, “homework”• Ask for feedback at the end
Stage 3:
Create & Deliver Your Course
• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused• Offer practice opportunities:
quizzes, worksheets, “homework”• Ask for feedback at the end
Stage 3:
Create & Deliver Your Course
Pitfall:Perfectionism,
trying to do too much
Now what?
Now what?
Now what?
+ Time &Hard Work
• Continue building your audience• Revise course based on
feedback & re-launch • Make more courses…• …or expand the current
one and raise the price
Now what?
• Continue building your audience• Revise course based on
feedback & re-launch • Make more courses…• …or expand the current
one and raise the price
Now what?
You’re going to make mistakes.
It’s going to feel slow…
But it’s very much worth it!
Slides: entrepreneursinmotion.com/dnx2017
Contact me:EntrepreneursInMotion.com
@entrepinmotion
Thank you!