The creation of an online course business right from scratch
Check out the case study or listen to the complete conversation with Marlene... and if it inspires you to create your own online course, (and we believe that it is!) get started at RoadmapTo5k.com.
Marlene Hielema, also known as the Image Maven
Marlene is an outstanding photographer and video teacher. She's the brain in the creation of ImageMaven.com and ImageMavenVideo.com. Go to both websites to get great videos and strategies to improve your photography and video quickly.
Why get started with the teaching of online classes?
Flash all the way back to 2004. Marlene taught photography in her classroom at the local community college. Although she enjoyed working direct with the students however, she was exhausted.
It became more and more tiring for her. She was never able to take a vacation at the time she desired: "I was just teaching all the time."
Her goal? She wants to be flexible and free in her timetable.
Marlene states, "I want to enjoy my life... my life is short. I would like to skateboard! I want to jump on my longboard at the end of the afternoon and not feel guilty."
This desire for freedom and flexibility motivated her to create the first of her online courses.
How did she come up with her ideas?
Marlene started taking some photography courses online, and discovered the experience to be "clunky." The instructor said to herself "this needs to be changed better."
She began researching concepts to create her own course. Then, in fall 2010, she launched her first full online course made with ..
Marlene is now offering 8 courses online, some of which she has repeatedly taught with various types of students.
She has developed a mix of short, inexpensive, targeted courses in addition to long, intensive classes (some lasting up to 8 weeks in length).
Marlene creates her courses in response to specific queries she receives from people who email her: "I've had this question 10 times in the last three months. Maybe I should create a course on the subject!"
She pays attention to the questions people make about. In the case of example, she started getting questions about her videos, she would ask: Do you have any tips for me the process of creating a video that's like the one you have?
Overcoming challenges
Marlene says her biggest challenge is selling -- "I'm naturally not a salesperson."
Over time, she has come up with ways to interact and educate people prior to asking them to buy the program.
Presently, she is offering an opportunity to sign-up for 10 free photo lessons through email. After 10 free lessons, she offers the option of a course for purchase.
Though she found sales intimidating at first, Marlene now says "I sell courses every week -People find a course, they like it and buy it."
Building a successful business around courses
A key learning of Marlene was that training and services (one-on-one consulting with private clients) work hand-in-hand.
The courses generate leads for her 1-on-1 client-to-client work. After a class, "people just want a small amount of help, and they're willing to spend the money."
In particular, students taking video courses want help with editing and producing. Photography students require private critiques as well as additional technical assistance.
So, she says, "My revenue has increased more through my clients than it did through the training courses."
Courses are extremely valuable by themselves and are better when they are paired with services.
Marlene is also able to enhance the services she provides with classes. She explains "If you hire me, it's not out of the blue.
For consulting If they need consulting, I offer the course free of charge." The free course will make her consulting services more appealing to prospective customers.
Making connections with students
Marlene makes use of her teaching to build relationships to her students not just to deliver the content. Her research has shown that in many cases "People tend to be less shy when they are online."
Her connection is made through being involved and present in her teaching classes: "I respond to every query, to every email."
Marlene says that the process is fun and rewarding for her "I love to teach I enjoy helping people... My favorite part is when I love seeing people get results! It makes me consider myself a proud mother when someone pops onto the screen with a short video and gorgeous white backgrounds I've assisted them in creating. I just want to help those who are frustrated."
Looking forward
In the future, Marlene is looking to build on the success of her current course offerings. She's planning on "relaunching and revitalizing existing courses, creating more appealing sales pages and elevating the quality of the entirety of her offerings."
Additionally, she tries to develop 1 or 2 every year new courses in response to the demands of her community. She says that "I've not created courses from scratch." Instead she frequently thinks about the question What do people want about?, and builds courses based on those needs.
She is also looking to collaborate with experts in order to create unique and innovative classes. For example, she recently partnered with a counselor to make a self-development course entitled Take a break - Photography for Self-Care.
Marlene's top tips and takeaways for getting an online course start-up off on the right foot
1 - Just Do It!
Marlene says, "My first course only was attended by about 20 students and 10 friends, and it was incredibly fulfilling!"
So put procrastination to bed and get to work. Take a risk-free course to get started regardless of whether you just have to invite some of your friends for free!
Overcome the obstacle You will learn how much from the first lesson! Just go for it.
Don't get hung up on perfection for your first time -the people will be very understanding.
#2 - Connect
Focus on making a connection with your students -- be sure to make connections with them.
If they feel confident that what they're learning from you is useful things, they'll be able to ask questions and benefit from their experiences.
If they feel confident in you, you can help them.
Engage fully participating in discussions by answering any questions and posting your own questions.
#3 3 Express Yourself
Incorporate your unique personality into your lessons. Marlene states, "I act a little silly in my videos." As personality she displays in her instructional videos and classes as she develops an emotional bond with the students she teaches.
You can start right now. Start by taking our FREE training course, and learn the five steps needed to begin making and selling your course -- so you can start building your online course business from the ground up.