Building an online course business right from the beginning

Read the case study, or listen to the complete discussion with Marlene... and if it inspires you to create your own online course (and we believe it could!) start by visiting RoadmapTo5k.com.

Marlene Hielema is the Image Maven

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

What are the reasons to start offering online courses?

Flash back to 2004. Marlene taught photography in her classroom at her local community college. Although she enjoyed working direct with the students however, she was exhausted.

It was becoming more and exhausting for her. She could never take a vacation when she want: "I was just teaching constantly."

Her goal? Freedom and flexibility within her work timetable.

Marlene is now saying, "I want to enjoy my life... my life is short. I'd like to take a trip to the skatepark! I'd like to ride my longboard during the middle of the day and not be ashamed."

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

From where did she draw the ideas she had?

Marlene took some photography classes online and found it "clunky." The instructor thought to herself "this needs to be changed better."

She started researching ideas for her own courses. And in the fall of 2010 she began her first full online course making use of ..

Marlene currently offers eight courses online, some of which she has given multiple times to different groups of students.

She has developed a mix of inexpensive, short focused courses, in addition to long, intensive classes (some up to 8 weeks in length).

Marlene develops her course around specific inquiries she receives from people who email her: "I've had this question at least 10 times within the last 3 months, maybe I should create a course about this!"

And she pays close attention to questions that people have about. For example, when she started getting questions about her videos: Could you show me how to create a video like this?

Overcoming challenges

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

In the course of time, she's come up with ways to interact and instruct people, before 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'll offer an expensive course.

Though she found sales intimidating initially, Marlene now says "I offer courses each week- people find a course, they find it appealing and decide to purchase the course."

Building a successful business around courses

The most significant lesson of Marlene has been that courses and the services (one-on-one consulting with private clients) are inextricably linked.

Courses generate leads for her 1-on-1 client-to-client work. After a class, "people just want a small amount of help and are willing to pay for it."

For example, people who are taking courses in video want assistance in editing and production. Photography students need private critiques, as well as technical help.

As a result her statement reads, "My revenue has increased more through my clients than it has increased through my courses."

Courses are extremely valuable by themselves -- but are even more powerful when combined with other offerings of services.

Marlene is also able to enhance her service offerings with courses. She explains "If you hire me, it's not out of the blue.

(for consultation), I give them the course for free." This makes her services even more attractive to new clients.

Connecting with students

Marlene uses her courses as a way to connect with students -- not only to provide content. Her research has shown that in many cases "People tend to be less shy on the internet."

She connects by being extremely involved and present during her classes: "I respond to every query, to every email."

Marlene says that the process is fun and rewarding to her "I am a teacher at heart and I am a huge fan of helping people... My favorite part is when I enjoy getting people to see results! I feel like a proud parent if someone can pop on the screen and show a video that has gorgeous white backgrounds I helped them create. I'm just trying to help individuals overcome their anger."

Looking forward

In the future, Marlene is looking to build on the success of her classes. She plans for "relaunching and revitalising her the existing classes, making improved sales pages and raising the bar across all her offerings."

Also, she strives to design at least one or two new courses per year, according to the requirements of the community in which she lives. She notes that "I've never developed a course just out of the blue." Instead she often thinks about the topic of What do people want for?, and builds courses based on those needs.

She is also looking to collaborate with experts from other fields to come up with unique and innovative courses. As an example, she has recently collaborated with a counselor create a personal growth course: Take a Break - Photography to help you take care of yourself.

Marlene's top advice and tips for getting an online course company off the ground

#1 - Just Do It!

Marlene says, "My first course only was attended by about 20 students, and 10 classmates and it was incredibly fulfilling!"

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

Overcome the obstacle You will learn many things from that initial course! Take it on.

Don't be too focused on perfection in your first course -- people are very forgiving.

#2 - Connect

Focus on making a connection with your students really connect with them.

If they feel confident that what that you're teaching is quality stuff, they'll ask you questions and you'll benefit from their experiences.

If they are trusting you, you can help them.

Engage fully in the discussion by answering any questions as well as posting any queries.

#3 3. Express Yourself

Include your personal style in your classes. Marlene declares, "I act a little goofy when I make my video." In the more personality she displays in her videos and courses and courses, the better she can create a strong personal connection to her students.

You can start right now. Start by taking our free training course, and learn the 5 steps to start making and selling your course so that you can create your own online course business starting from scratch.