Case Study: Anatomy of a $10M Online Education Business

From a business model perspective, think about the Continuity Offer as a way to enable your customers to continue spending with you over time. This creates a layer of recurring revenue in the business that brings real stability. As you scale, this predictable revenue allows you to grow your team with stability and predictability.

They want to learn from people, and once they become a disciple of a person or teacher, they will remain disciples for years, if not for life. Once they are a fan of an educator, they really, really love to buy from them.

one of the things I learnt from this exercise is that a business can be seen as having three main functions: ● Finance ● Operations ● Marketing I drew these out, starting with the roles.

I won’t go into much detail here, other than to say that, conceptually, I think of these books fundamentally as content (and therefore traffic sources), rather than products (to make money from). Sure, our regular customers also like to buy our books, so it works both ways. However, fundamentally the role of books, to my mind, is to reach new audie

It's quite common for me to meet business owners who don't have a strong front-end product that really snugly matches what their audience most wants. This is often called ‘product-market fit’, although I think it might be better rephrased as ‘product-audience fit’. But, yeah, I know it doesn’t sound so good.

Carefully crafting our niche positioning and defining our teaching methodology exploded our sales and dramatically freed up my time.

I was talking with my friend and coach, Eric Partaker, and he asked me a transformational question: “What would the $10 million version of StoryLearning look like?” This question upgraded my thinking about business in an instant. I went away and thought about what the business would be doing at the $10m level, and sketched out the imaginary org cha

A business should create an abundance of time and resources for you to live life the exact way you want right now… not in the future.

We create a world for our fans, in which they can indulge, learn, and purchase to their hearts’ content.

They’re able to sell because they leverage their relationship with their audience. But the real test of a product is whether people who have just discovered you will buy. If that isn’t happening, it’s because the basic value proposition is just not strong enough. And that’s a real concern, because it will make it virtually impossible to scale beyon