The creation of an online course business from the ground up

Check out the case study or listen to our complete discussion with Marlene... and should it spur you to design your own online program, (and we believe that it is!) begin by signing up at RoadmapTo5k.com.

Marlene Hielema, the Image Maven

Marlene is an outstanding photographer and video instructor. She's the creative force of ImageMaven.com and ImageMavenVideo.com. Go to both websites to get great videos and tips that will improve your photos and videos in no time.

How do I begin offering online courses?

Flash from 2004. Marlene taught photography in the classroom at her local community college. While she loved working directly with the students but she was exhausted.

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

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

Marlene is now saying, "I want to enjoy my life... my life is too short. I want to go skateboarding! I'd like to ride my longboard during the middle of the day and not feel guilty."

This desire for freedom and flexibility motivated her to develop the first of her online course offerings.

How did she come up with the ideas she had?

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

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

Marlene is now offering 8 courses online, some of which she's given multiple times to different types of students.

She's developed a mixture of inexpensive, short specific courses, as well as long, intensive classes (some up to 8 weeks in length).

Marlene develops her course based on specific questions that people email her: "I've had this question more than 10 times over the past 3 months, maybe I'd like to create a course on this!"

And she pays close attention to the questions people make about. For example, when people started asking about her videos, she would ask: Can you teach me the process of creating a video that's like the one you have?

Overcoming challenges

Marlene says her biggest challenge is sales -- "I'm naturally not a salesperson."

In the course of time, she's discovered ways to connect and teach people before soliciting them to purchase a course.

Presently, she is offering the possibility of signing up for 10 free photo lessons via email. After these 10 free lessons, she will offer the option of a course for purchase.

Although she was apprehensive about sales initially, Marlene now says "I sell courses every week -- people find a course, they enjoy it, and they purchase it."

The key to a profitable business is the courses

The most significant lesson of Marlene is that classes as well as services (one-on-one consulting for private clients) are inextricably linked.

The courses generate leads for her 1-on-1 client-to-client work. After a class, "people just want a small amount of help that they're willing be willing to pay."

In particular, students attending video classes need help with editing and production. Photography students require private critiques as well as additional assistance with technical issues.

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

Courses have tremendous value as a stand-alone item and are stronger when integrated with service offerings.

Marlene is also able to enhance her services by offering courses. Marlene explains that "If somebody hires me, it's not out of the blue.

For consulting For consulting purposes, I provide the course free of charge." This will make her consulting services more appealing to potential clients.

Connecting with students

Marlene uses her courses to build relationships with her students -- not just for the purpose of delivering the content. She has found that many times "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 query, to every email."

Marlene notes that this process is enjoyable and fulfilling for her "I am a teacher at heart I enjoy helping people... It's a joy to am awestruck getting people to see results! It makes me consider myself a proud mother whenever someone shows up with a video with gorgeous white backgrounds I've assisted them in creating. It's my goal to assist people overcome their frustration."

In the future

Moving forward, Marlene is looking to expand on the successes of her course offerings. She plans on "relaunching and revitalising her the existing classes, making better sales pages, and raising the bar across the entirety of her offerings."

Additionally, she tries to develop one or two each year new courses, according to the requirements of her local community. She says that "I've never created a course from scratch." Instead she frequently thinks about the topic of What are people asking to know?, and builds courses around those requirements.

She also looks to partner with other experts to develop innovative ideas for new courses. In the past, for instance, she collaborated with a counselor develop a course for personal growth called Take a Break: Photography for Self-Care.

Marlene's top tips and takeaways to get an online learning business off the ground

1 - Just Do It!

Marlene tells us, "My first course only was attended by about 20 students and 10 friends, which was extremely satisfying!"

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

Be able to overcome the obstacles as you will gain so much by doing that first lesson! Go for it.

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

#2 Connect

Concentrate on creating a bond to your students and truly connect with them.

If they feel confident that what they're learning from you is quality material, they'll come to you with questions, and you'll be able to benefit from their experiences.

If they feel confident in your advice, you may be able to assist them.

Engage fully participating in discussions -- answering questions, as well as posting any queries.

#3 3 Express Yourself

Bring in your personality to your lessons. Marlene says, "I act a little goofy in my videos." In the more she expresses her personality in her videos and courses and courses, the better she can create an intimate relationship to her students.

It's easy to start today. Join our online training program for free to learn the five steps needed to begin making and selling your course -- so you can start building your online courses business starting from scratch.