BUILD & LAUNCH YOUR ONLINE COURSE IN 4 MONTHS:

THE SPECIFIC STEP-BY-STEP PLANSHAYNA 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 & cultivateaudience (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 subscriber!

Stage 1:

Build & Cultivate Audience

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

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

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

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

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

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

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?• What questions do you have for me?

Stage 1:

Build & Cultivate Audience

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

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 paid before you create

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

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

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

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

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

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

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:

quizzes, worksheets, “homework”

Stage 3:

Create & Deliver Your Course

• 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

• 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

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 current

one and raise the price

Now what?

• 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?

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!