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BUILD & LAUNCH YOUR ONLINE COURSE IN 4 MONTHS:
THE SPECIFIC STEP-BY-STEP PLAN
SHAYNA 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 & cultivate
audience (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 sub...
LEAD MAGNETS CAN BE…
• A mini-course
• A cheat sheet / checklist
• A design template
• A case study
• A toolkit / ultimate...
WEEK 1:
• Create a lead magnet:
something SIMPLE,
helpful, and compelling
• Set up a SIMPLE website with
a strong emphasis...
WEEK 2:
• Produce 3 pieces of “pillar content” for your own
site (text, audio, or video – whatever you prefer)
What are th...
WEEK 2:
• Produce 3 pieces of “pillar content” for your own
site (text, audio, or video – whatever you prefer)
• Brainstor...
THE REST OF THE TWO MONTHS:
• Go out and get in front of your people!!!
• Guest posts/interviews
• Forums and Facebook gro...
THE REST OF THE TWO MONTHS:
• Go out and get in front of your people!!!
• Guest posts/interviews
• Forums and Facebook gro...
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?
• ...
CULTIVATE your list:
• Interact & ask questions:
• What are you struggling with?
• What do you want to know
more about?
• ...
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 pai...
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-ma...
WEEK 2: Format, price, platform
• Don’t agonize over this – do a bit of research and
pick something that seems like it wil...
WEEK 2: Format, price, platform
• Don’t agonize over this – do a bit of research and
pick something that seems like it wil...
WEEK 3: Sales page
• Paint a picture of the customer’s NEED + your
course as the SOLUTION
• Clearly communicate the course...
WEEK 3-4: Sample e-mail sequence:
• Course is open!
• Lesson list (or free sample)
• FAQs
• Last chance
(countdown: motion...
WEEK 3-4: Sample e-mail sequence:
• Course is open!
• Lesson list (or free sample)
• FAQs
• Last chance
(countdown: motion...
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:
quiz...
• Deliver on the promised schedule
(work ahead!)
• Keep each lesson concise & focused
• Offer practice opportunities:
quiz...
• Deliver on the promised schedule
(work ahead!)
• Keep each lesson concise & focused
• Offer practice opportunities:
quiz...
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 curr...
• Continue building your audience
• Revise course based on
feedback & re-launch
• Make more courses…
• …or expand the curr...
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!
DNX 2017 - Build & Launch Your Online Course in 4 Months
DNX 2017 - Build & Launch Your Online Course in 4 Months
DNX 2017 - Build & Launch Your Online Course in 4 Months
DNX 2017 - Build & Launch Your Online Course in 4 Months
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The specific step-by-step plan to start your online course business.

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DNX 2017 - Build & Launch Your Online Course in 4 Months

  1. 1. BUILD & LAUNCH YOUR ONLINE COURSE IN 4 MONTHS: THE SPECIFIC STEP-BY-STEP PLAN SHAYNA OLIVEIRA ESPRESSO ENGLISH
  2. 2. I’ve run an online course business for 5+ years… Main business: Behind the scenes:
  3. 3. Nowadays, I can travel and work as much or as little as I want! Main business: Behind the scenes:
  4. 4. An online course business is a LONG-TERM investment… 2012 2013 2014 2015 2016
  5. 5. Implement 3 stages over 4 months: Build & cultivate audience (2 months) Pre-sell (1 month) Deliver (1 month)
  6. 6. Stage 1: Build & Cultivate Audience
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Stage 1: Build & Cultivate Audience At least 100 e-mail subscribersGOAL:
  15. 15. CULTIVATE your list: • Send one new piece of content per week Stage 1: Build & Cultivate Audience
  16. 16. 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
  17. 17. 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
  18. 18. Stage 2: Pre-Sell – Get paid before you create
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. Stage 2: Pre-Sell – Get paid before you create At least 10 paying customersGOAL:
  27. 27. Stage 3: Create & Deliver Your Course
  28. 28. • Deliver on the promised schedule (work ahead!) Stage 3: Create & Deliver Your Course
  29. 29. • Deliver on the promised schedule (work ahead!) • Keep each lesson concise & focused Stage 3: Create & Deliver Your Course
  30. 30. • Deliver on the promised schedule (work ahead!) • Keep each lesson concise & focused • Offer practice opportunities: quizzes, worksheets, “homework” Stage 3: Create & Deliver Your Course
  31. 31. • 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
  32. 32. • 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
  33. 33. Now what?
  34. 34. Now what?
  35. 35. Now what? + Time & Hard Work
  36. 36. • 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?
  37. 37. • 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?
  38. 38. You’re going to make mistakes. It’s going to feel slow…
  39. 39. But it’s very much worth it!
  40. 40. Slides: entrepreneursinmotion.com/dnx2017 Contact me: EntrepreneursInMotion.com @entrepinmotion Thank you!

The specific step-by-step plan to start your online course business.

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