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

Systematise The Cash

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.

The first things you should systematise in your business are the processes that generate cash. Processes lead to reliability. Reliability leads to cash. Cash leads to stability. Stability leads to growth.

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

I want to acknowledge some key people who have shaped how I think about business. You will find traces of all these people in everything I do. Ben Settle - taught me to find my voice Scott Oldford - taught me to see my potential André Chaperon - taught me to write emails Dan Kennedy - taught me to think Russell Brunson - taught me to sell Michael S

This is a big lesson I've learnt over the years, and something I try very hard to do – identify upcoming bottlenecks in our strategy, and put people in place to alleviate them early. Putting people in place early makes sense from a strategic perspective, but it's also necessary because people take time to settle into roles. In my experience it's us

By rebranding from I Will Teach You A Language to StoryLearning, the key thing I achieved was to remove the focus from me and towards a system… ● Before: Learn a language with Olly (personal brand) ● After: Learn a language through stories (system)

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

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