The creation of an online course business right from scratch

Read the case study, or listen to the complete interview of Marlene... And If it makes you want to create your own online course (and we believe that it is!) get started at RoadmapTo5k.com.

Marlene Hielema is the Image Maven

Marlene is a brilliant photography and video instructor. She is the creator of ImageMaven.com and ImageMavenVideo.com. Go to both websites for great video content and suggestions to enhance your photography and video quickly.

What are the reasons to start the teaching of online classes?

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

It was becoming more and increasingly exhausting for her. She was never able to take a vacation whenever she wanted: "I was just teaching all the time."

Her goal? Freedom and flexibility in her timetable.

Marlene is now saying, "I want to enjoy my life... my time is short. I'd like to take a trip to the skatepark! I want to jump on my longboard at the end of the afternoon and not be ashamed."

The desire to be free and flexibility led her to design the first of her online courses.

Where did she get her ideas?

Marlene started taking some photography courses online, and discovered it to be "clunky." She said to herself "this has to be done better."

She started looking for ideas to develop her own classes. Then, in fall 2010, she launched her first online class, using  .

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

Her courses consist of cheap, quick, specific courses, and also intensive, longer-lasting courses (some that are up to eight weeks in length).

Marlene creates her courses based on specific questions which people send her emails: "I've had this question 10 times in the last 3 months, maybe I'd like to create a course about the subject!"

She pays attention to what people ask her about. In the case of example, people started asking about her videos: Could you show me how the process of creating a video that's like that?

Overcoming challenges

Marlene admits that her greatest challenge is sales  "I'm naturally not a salesperson."

In the course of time, she's discovered ways to connect and educate people prior to making them purchase the course.

At present, she gives an opportunity to sign-up for 10 free photo lessons by email. After these 10 free lessons, she offers an expensive course.

While she initially found sales to be intimidating at first, Marlene now says "I regularly sell classes -when people discover a course, they find it appealing and decide to purchase it."

A successful business model based on courses

One of the most important lessons that has been a key learning experience for Marlene was that training as well as services (one-on-one consulting for private clients) go hand-in-hand.

The courses generate leads for her one-on-one client service. After a class, "people just want a small amount of help, and they're willing to spend the money."

For example, people attending video classes need help with editing and producing. People taking photography courses want private critiques and extra assistance with technical issues.

So, she says, "My revenue has increased by clients just as it did through the courses."

Courses are extremely valuable as a stand-alone item and are better when they are paired with services.

Marlene also adds value to her service offerings with courses. She explains "If somebody hires me, it's not out of the blue.

For consulting, I give them the training course at no cost." This makes her services even more appealing to prospective clients.

Making connections with students

Marlene makes use of her teaching to build relationships to her students not just to deliver content. She has found that in many cases "People are actually less shy when they are online."

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

Marlene states that this experience is enjoyable and fulfilling for her "I enjoy teaching, I love to help others... It's a joy to enjoy watching people achieve their goals! It makes me feel like a proud parent if someone can pop onto the screen with a short video and a beautiful white background that I've helped them make. I just want to help individuals overcome their anger."

In the future

Moving forward, Marlene is looking to expand on the successes of her current course offerings. Marlene plans to "relaunching and revitalising her current courses, designing better sales pages, and raising the bar across every course she offers."

She also tries to create 1 or 2 every year new courses in response to the demands of the community in which she lives. She explains that "I've never developed a course out of thin air." Instead she often thinks about the question What are people asking to know?, and builds courses based on those needs.

She also looks to partner with experts in order to create unique and innovative classes. In the past, for instance, she worked with a counselor in order to make a self-development course: Take a Break - Photography to help you take care of yourself.

Marlene's top suggestions and lessons to help you get your online course company off the ground

1 - Just Do It!

Marlene says, "My first course only had about 20 paid students, and 10 classmates which was extremely rewarding!"

Therefore, put off the procrastination and get to work. Take a risk-free course to start, even if you just have to invite a few friensd for free!

Overcome the obstacle as you will gain so how much from the first course! Just go for it.

Do not get caught up in perfection when you first start a coursePeople are quite forgiving.

#2 Connect

Focus on making a connection with your students really make connections with them.

If they feel confident that what that you're teaching is useful things, they'll be able to ask questions and you'll learn from them.

If they trust you, you can help them.

Participate actively on the forum Answering questions and even posting your own your own questions.

#3 3. Express Yourself

Bring in your personality to your lessons. Marlene states, "I act a little funny in my videos." As she expresses her personality in her instructional videos and classes and courses, the better she can create a strong personal connection with the students she teaches.

Start today. Join our online training program for free to learn the 5 steps to start making and selling your course, so that you can build your online course business from the ground up.