The creation of an online course business starting from scratch

Take a look at the case study or listen to the complete interview with Marlene... and If it makes you want to design your own online course (and we think that it is!) get started at RoadmapTo5k.com.

Marlene Hielema, also known as the Image Maven

Marlene is a brilliant photography as well as video educator. She's the creative force in the creation of ImageMaven.com and ImageMavenVideo.com. Visit both websites for great video content and strategies to improve your photography and video in no time.

What are the reasons to start teaching online courses?

Flash all the way back to 2004. Marlene was teaching photography in her classroom at the local community college. She loved being in direct contact with students but she was exhausted.

It was getting more tiring for her. It was impossible for her to enjoy a break at the time she desired: "I was just teaching constantly."

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

Marlene says now, "I want to enjoy my life... my life is short. I want to go skateboarding! I want to jump on my longboard during the middle of the day , and not feel guilty."

A desire for freedom and flexibility motivated her to develop an own online course offerings.

Where did she get her ideas?

Marlene began taking photography courses online, and discovered it "clunky." She said to herself "this needs to be changed better."

She started looking for ideas to create her own course. In the fall of 2010, she started her first fully online course made with ..

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 inexpensive, short targeted courses and also intensive, longer-lasting courses (some up to 8 weeks long).

Marlene develops her course around specific inquiries which people send her emails: "I've had this question at least 10 times within the last three months. Maybe I'd like to create a course around it!"

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

Overcoming challenges

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

As time has passed, she's come up with ways to interact and teach people before soliciting them to purchase an online course.

Presently, she is offering the opportunity to sign up for 10 free photo lessons by email. After 10 free lessons, she offers a paid course.

Although she was apprehensive about sales at first, Marlene now says "I sell courses every week -when people discover the course they want to take, enjoy it, and they purchase the course."

A successful business model based on classes

The most significant lesson that has been a key learning experience for Marlene is that classes as well as services (one-on-one consulting for private clients) work hand-in-hand.

Courses generate leads for her 1:1 client work. After a class, "people just want a bit of extra assistance, and they're willing to spend the money."

As an example, those taking video courses want help with editing and producing. Photography students require private critiques as well as additional technical assistance.

In the end her statement reads, "My revenue has increased as much through clients as it has through classes."

Courses are extremely valuable by themselves however they are stronger when integrated with services.

Marlene also adds value to her services by offering courses. Marlene explains that "If someone hires me from the beginning, I will be grateful.

For consulting, I give them the training course at no cost." This will make her consulting services more attractive to new customers.

Connecting with students

Marlene makes use of her teaching as a way to connect with students -- not only to provide content. Marlene has observed that, in most cases "People are actually less shy when they are online."

Her connection is made through being involved and present during her classes: "I respond to every question, every email."

Marlene says that the process can be enjoyable and satisfying to her "I am a teacher at heart and I am a huge fan of helping individuals... My favorite part is when I love watching people achieve their goals! I feel like a proud parent if someone can pop onto the screen with a short video and stunning white backgrounds that I helped them create. I'm just trying to help those who are frustrated."

In the future

Going forward, Marlene is looking to take advantage of the popularity of her classes. She plans on "relaunching and revitalising her existing courses, creating more appealing sales pages and elevating the quality of all her offerings."

Additionally, she tries to develop 1 or 2 every year new courses in response to the demands of the community in which she lives. She notes that "I've never developed a course from scratch." Instead she often thinks about the issue of What do people want for?, and builds courses that are based on the needs of her community.

She is also looking to collaborate with other experts to develop creative new ideas for courses. In the past, for instance, she partnered with a counselor to create a personal growth course: Take a Break - Photography for Self-Care.

Marlene's top suggestions and lessons to get an online learning business off the ground

1 - Just Do It!

Marlene says, "My first course only had about 20 paid students and 10 friends, and it was incredibly fulfilling!"

Therefore, put your procrastination in the past and start working. Take a risk-free course for a start, even if it's just inviting some friensd to get a free ride!

Overcome the obstacle as you will gain so much by doing that first lesson! Go for it.

Do not get caught up in perfection in your first course -- people are very forgiving.

#2 - Connect

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

If they believe that the information you're teaching them is useful things, they'll be able to ask questions and you'll learn from them.

If they feel confident in you, you can help them.

Participate actively on the forum -- answering questions, and posting queries.

#3 3 Express Yourself

Incorporate your unique personality into your lessons. Marlene says, "I act a little goofy in my videos." In the more that she reveals her character through her courses and videos and courses, the better she can create a strong personal connection with her participants.

It's easy to start today. Start by taking our online training program for free, and learn the 5 steps to start designing and selling your online course -- so you can create your own online courses business starting from scratch.