Building an online course business starting from scratch

Check out the case study or watch our full discussion of Marlene... as well If it makes you want to create your own online course, (and we think it could!) get started at RoadmapTo5k.com.

Marlene Hielema is the Image Maven

Marlene is an outstanding photographer and video teacher. She's the brain in the creation of ImageMaven.com and ImageMavenVideo.com. Visit both websites for amazing videos as well as strategies to improve your photos and videos within a matter of minutes.

How do I begin offering online courses?

Flash back to 2004. Marlene taught photography in her classroom at her local community college. She loved being in direct contact with students but she was exhausted.

It was getting increasingly exhausting for her. She was never able to take a vacation when she want: "I was just teaching every day."

Her goal? She wants to be flexible and free to her working scheduling.

Marlene says now, "I want to enjoy my life... my life is too short. I want to go skateboarding! I want to jump on my longboard in the middle of the afternoon and not feel guilty."

The desire to be free and flexibility prompted her to develop her own online courses.

How did she come up with her ideas?

Marlene started taking some photography classes online and found the experience to be "clunky." Marlene thought to herself "this needs to be changed better."

She began researching concepts to develop her own classes. In the fall of 2010 she began her first online class, using  .

Marlene now offers 8 courses online, some of which she's taught multiple times with different types of students.

She's developed a mixture of short, inexpensive, specific courses, and also intensive, longer-lasting courses (some lasting up to 8 weeks long).

Marlene creates her courses based on specific questions that people email her: "I've had this question more than 10 times over the past three months. Maybe I'd like to create a course around it!"

She pays attention to the questions people make about. As an example, she noticed that she started getting questions about her videos, she would ask: Could you show me how to make a video similar to that?

Overcoming challenges

Marlene states that one of her biggest challenges is sales -- "I'm normally not a professional salesperson."

Over time, she has discovered ways to connect and instruct people, before soliciting them to purchase a course.

At present, she gives an opportunity to sign-up to receive 10 free photography lessons by email. After 10 free lessons, she'll offer an expensive course.

While she initially found sales to be intimidating initially, Marlene now says "I offer courses each weekPeople find the course they want to take, find it appealing and decide to purchase the course."

Building a successful business around courses

One of the most important lessons for Marlene was that training and services (one-on-one consulting with private clients) go hand-in-hand.

The courses generate leads for her one-on-one client service. As they take a course, "people just want a small amount of help, and they're willing to pay for it."

In particular, students taking video courses want help with editing and production. Photography students want private critiques and extra assistance with technical issues.

In the end her statement reads, "My revenue has increased as much through clients as it has through classes."

Courses offer tremendous value as a stand-alone item -- but are even better when they are paired with services.

Marlene can also enhance her service offerings with courses. She explains "If you hire me out of the blue

For consulting For consulting purposes, I provide the training course at no cost." This makes her services even more appealing to potential clients.

Making connections with students

Marlene utilizes her classes to build relationships with her students -- not only to provide content. Marlene has observed that in many cases "People tend to be less shy on the internet."

Her connection is made through being engaged and active during her classes: "I respond to every inquiry, and every message."

Marlene says that the process is enjoyable and fulfilling for her "I am a teacher at heart and I am a huge fan of helping others... It's a joy to love getting people to see results! I consider myself a proud mother whenever someone shows up with a video with a beautiful white background that I've helped them make. It's my goal to assist individuals overcome their anger."

We are looking forward

Going forward, Marlene is looking to expand on the successes of her existing classes. She's planning on "relaunching and revitalising the existing classes, making better sales pages, as well as raising the standard across all her offerings."

Additionally, she tries to develop 1 or 2 every year new courses based on the needs of the community in which she lives. She says that "I've not created courses out of thin air." Instead she frequently thinks about the issue of What do people want about?, and builds courses around those requirements.

She is also looking to collaborate with experts from other fields to come up with creative new ideas for courses. In the past, for instance, she partnered with a counselor to make a self-development course: Take a Break - Photography to help you take care of yourself.

Marlene's top suggestions and lessons to get an online learning start-up off on the right foot

1. Just Do It!

Marlene says, "My first course only had about 20 paid students and 10 students and it was so satisfying!"

It's time to put off the procrastination and get to work. Start with a course that is low risk to start, even if it's just inviting some of your friends for free!

Get over the hurdle, because you learn so many things from that initial class! Take it on.

Do not get caught up in perfection for your first time -People are quite forgiving.

#2 Connect

Concentrate on creating a bond with your students -- really be in touch with them.

If they feel confident that what they're learning from you is useful material, they'll come to you with questions and you'll learn from them.

If they trust you, then you are able to help them.

Be really active on the forum -- answering questions, and posting queries.

#3 3 Express Yourself

Incorporate your unique personality into your classes. Marlene says, "I act a little goofy on my YouTube videos." As that she reveals her character through her courses and videos, the more she builds an intimate relationship with her participants.

It's easy to start today. Take our online training program for free Learn the five steps needed to begin creating and selling your course so that you can start building your online course business from the ground up.