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BUILD & LAUNCH YOUR ONLINE COURSE IN 4 MONTHS:
THE SPECIFIC STEP-BY-STEP PLANSHAYNA OLIVEIRA
ESPRESSO ENGLISH
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I’ve run an online course business for 5+ years…
Main business: Behind the scenes:
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Nowadays, I can travel and work
as much or as little as I want!
Main business: Behind the scenes:
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An online course business is
a LONG-TERM investment…
2012 2013 2014 2015 2016
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Implement 3 stages over 4 months:
Build & cultivateaudience (2 months)
Pre-sell(1 month)
Deliver(1 month)
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Stage 1:
Build & Cultivate Audience
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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
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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
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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
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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
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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
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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
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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
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Stage 1:
Build & Cultivate Audience
At least 100 e-mail subscribersGOAL:
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CULTIVATE your list:• Send one new piece of
content per week
Stage 1:
Build & Cultivate Audience
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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
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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
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Stage 2:
Pre-Sell – Get paid before you create
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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
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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
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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
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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
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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
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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
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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
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Stage 2:
Pre-Sell – Get paid before you create
At least 10 paying customersGOAL:
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Stage 3:
Create & Deliver Your Course
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• Deliver on the promised schedule(work ahead!)
Stage 3:
Create & Deliver Your Course
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• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused
Stage 3:
Create & Deliver Your Course
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• Deliver on the promised schedule(work ahead!)
• Keep each lesson concise & focused• Offer practice opportunities:
quizzes, worksheets, “homework”
Stage 3:
Create & Deliver Your Course
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• 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
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• 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
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Now what?
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Now what?
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Now what?
+ Time &Hard Work
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• 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?
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• 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?
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You’re going to make mistakes.
It’s going to feel slow…
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But it’s very much worth it!
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Slides: entrepreneursinmotion.com/dnx2017
Contact me:EntrepreneursInMotion.com
@entrepinmotion
Thank you!