Building an online course business from the ground up

Take a look at the case study or listen to our complete interview of Marlene... and If it makes you want to create your own online course, (and we're sure that it could!) get started at RoadmapTo5k.com.

Marlene Hielema, the Image Maven

Marlene is a brilliant photography and video instructor. She is the creator in the creation of ImageMaven.com and ImageMavenVideo.com. Check out both sites for great video content and strategies to improve your photos and videos within a matter of minutes.

How do I begin teaching online courses?

Flash from 2004. Marlene was teaching photography in the classroom at the local community college. She loved being in direct contact with her students however, she was exhausted.

It became more and more tiring for her. It was impossible for her to take a vacation when she want: "I was just teaching constantly."

Her goal? Freedom and flexibility to her working schedule.

Marlene says now, "I want to enjoy my life... my time is very short. I'd like to take a trip to the skatepark! I'd like to ride my longboard during the middle of the day and not be ashamed."

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

Where did she get the ideas she had?

Marlene started taking some photography classes online and found it "clunky." The instructor thought to herself "this must be improved better."

She began researching concepts to create her own course. Then, in fall 2010 she began her first fully online course made with  .

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

She has developed a mix of inexpensive, short specific courses, and also long, intensive classes (some that are up to eight weeks in length).

Marlene creates her courses around specific inquiries that people email her: "I've had this question at least 10 times within the last 3 months. Perhaps I should create a course about it!"

And she pays close attention to the questions people make about. As an example, she noticed that people began asking her about her videos, she would ask: Can you teach me to make a video similar to that?

Overcoming challenges

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

In the course of time, she's developed ways to engage and educate people prior to asking them to buy the course.

At present, she gives an opportunity to sign-up for free 10 photo lessons through email. Following these free 10 lessons, she'll offer an expensive course.

While she initially found sales to be intimidating initially, Marlene now says "I offer courses each weekwhen people discover an online course that they enjoy, and then enjoy it, and they purchase the course."

Building a successful business around the courses

One of the most important lessons of Marlene is that classes as well as services (one-on-one consulting with private clients) are inextricably linked.

Courses generate leads for her 1-on-1 client-to-client work. When they complete a course, "people just want a bit of extra assistance that they're willing spend the money."

For example, people taking video courses want help in editing and production. Photography students want private critiques and extra assistance with technical issues.

So her statement reads, "My revenue has increased by clients just as it has increased through my training courses."

Courses have tremendous value by themselves however they are better when they are paired with service offerings.

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

[for consulting] If they need consulting, I offer the course free of charge." The free course helps make her service even more attractive to new clients.

Engaging with students

Marlene uses her courses as a means of connecting with students -- not just for the purpose of delivering information. Marlene has observed that many times "People have less fear on the internet."

Connects with her students by being engaged and active in her courses: "I respond to every question, every email."

Marlene says that the process is fun and rewarding for her "I am a teacher at heart, I love to help individuals... I love watching people achieve their goals! It makes me am a proud mommy whenever someone shows on the screen and show a video that has a beautiful white background that I've assisted them in creating. I'm just trying to help individuals overcome their anger."

In the future

Moving forward, Marlene is looking to take advantage of the popularity of her existing course offerings. She plans on "relaunching and revitalising her the existing classes, making better sales pages, and elevating the quality of every course she offers."

Additionally, she tries to develop at least one or two new courses per year, according to the requirements of her community. She says that "I've never created a course out of thin air." Instead she often thinks about 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 experts in order to create innovative ideas for new programs. For example, she recently collaborated with a counselor make a self-development course entitled Take a break - Photography for Self-Care.

Marlene's top advice and tips to get an online learning start-up off on the right foot

1. Just Do It!

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

So put off the procrastination and just get started. Do a low-risk course to start, even if it's just inviting some of your friends for free!

Be able to overcome the obstacles, because you learn so much by doing that first course! Take it on.

Don't get hung up on perfection for your first time -the people will be very understanding.

#2 - Connect

Focus on making a connection with your students -- really be in touch with them.

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

If they are trusting you, then you are able to help them.

Be really active on the forum -- answering questions, as well as posting any questions.

#3 - Express Yourself

Include your personal style in your classes. Marlene says, "I act a little funny when I make my video." As that she reveals her character in her videos and courses and courses, the better she can create a strong personal connection with her participants.

Start today. Join our FREE training course to learn the 5 steps to start creating and selling your course -- so you can create your own online business of online courses from the ground up.