Building an online course business from the ground up

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

Marlene Hielema, also known as the Image Maven

Marlene is a brilliant photography and video teacher. She's the brain in the creation of ImageMaven.com and ImageMavenVideo.com. Go to both websites to get great videos and tips that will improve your video and photography within a matter of minutes.

Why get started with the teaching of online classes?

Flash back to 2004. Marlene was teaching photography in the classroom at the community college she attended in her area. While she loved working directly with students but she was exhausted.

It became more and increasingly exhausting for her. She could never enjoy a break whenever she wanted: "I was just teaching constantly."

Her goal? Freedom and flexibility to her working timetable.

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

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

Where did she get the ideas she had?

Marlene started taking some photography courses online, and discovered it to be "clunky." Marlene thought to herself "this must be improved better."

She started looking for ideas for her own courses. In the fall of 2010, she started her first fully online course, using  .

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

She's developed a mixture of short, inexpensive, targeted courses and also longer, more intensive courses (some that are up to eight weeks long).

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

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

Overcoming challenges

Marlene says her biggest challenge is selling -- "I'm obviously not a salesperson."

Over time, she has come up with ways to interact and instruct people, before making them purchase the program.

Presently, she is offering an opportunity to sign-up to receive 10 free photography lessons by email. Following these free 10 lessons, she will offer a paid course.

While she initially found sales to be intimidating at first, Marlene now says "I regularly sell classes -People find the course they want to take, like it and buy the course."

Building a successful business around courses

One of the most important lessons for Marlene was that training as well as services (one-on-one consultation for private clients) go hand-in-hand.

Her courses can lead to leads for one-on-one client service. After a class, "people just want a bit of extra assistance that they're willing spend the money."

As an example, those attending video classes need help in editing and production. People taking photography courses require private critiques as well as additional technical assistance.

In the end, she says, "My revenue has increased as much through clients as it has through classes."

Courses have tremendous value standing on their own however they are better when they are paired with service offerings.

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

[for consulting] For consulting purposes, I provide the training course at no cost." This will make her consulting services more appealing to prospective clients.

Making connections with students

Marlene makes use of her teaching as a means of connecting with her students -- not just for the purpose of delivering information. Marlene has observed that many times "People tend to be less shy when they are online."

Connects with her students by being active and present in her teaching classes: "I respond to every inquiry, and every message."

Marlene says that the process is fun and rewarding to her "I enjoy teaching, I love to help individuals... I love seeing people get results! It makes me am a proud mommy whenever someone shows up with a video with a beautiful white background that I've helped them make. It's my goal to assist those who are frustrated."

In the future

Going forward, Marlene is looking to build on the success of her current courses. She's planning on "relaunching and revitalising her existing courses, creating better sales pages, and raising the bar across every course she offers."

She also tries to create at least one or two every year new courses in response to the demands of the community in which she lives. She says that "I've never developed a course from scratch." Instead, she regularly reflects on the issue of What are people asking about?, and builds courses that are based on the needs of her community.

Additionally, she is looking to work with other experts to develop creative new ideas for programs. For example, she recently partnered with a counselor to develop a course for personal growth entitled Take a break - Photography to help you take care of yourself.

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

1 - Just Do It!

Marlene tells us, "My first course only had about 20 paid students and 10 students and it was so rewarding!"

So put your procrastination in the past and start working. Start with a course that is low risk to get started regardless of whether you just have to invite some friensd to get a free ride!

Overcome the obstacle, because you learn so how much from the first course! Just go for it.

Don't get hung up on perfection when you first start a coursePeople are quite forgiving.

#2 Connect

Focus on making a connection to your students and truly be in touch with them.

If they believe that the information you're teaching them is good stuff, they'll ask you questions, and you'll be able to benefit from their experiences.

If they are trusting you, you can help them.

Participate actively on the forum Answering questions and posting queries.

#3 - Express Yourself

Bring in your personality to your lessons. Marlene says, "I act a little silly in my videos." The more that she reveals her character in her videos and courses, the more she builds an intimate relationship with her participants.

You can start right now. Start by taking our online training program for free, and learn five steps for designing and selling your online course so that you can create your own online course business from the ground up.