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

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’m constantly amazed by people I meet who resist this concept and insist their business can be all things to all people. Big mistake. Figure this out, and insane traction is waiting for you on the other side.

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.

so this is a model that I'm always looking for in any business that I look at: Where is there untapped revenue through inefficiencies, and how can we automate this?

Here is how I see the fundamental job of email within StoryLearning: To grow the relationship with my audience through education and entertainment To cement our positioning within the language learning space and keep us top-of-mind To learn about our audience - feedback on ideas, interest lists, random back-and-forth To help grow our other channels

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

Writers and creatives have been doing this since the dawn of time. But world building as applied to business is a concept I learnt from Ben Settle. Ben’s business is a masterclass in combining… ● A hella-strong, infectious brand identity, with ● A deep rabbit-hole of media and products …that allow you to become as obsessed with the world of Ben as

we use email in three different ways: Email autoresponder (automated emails) – new subscribers to the newsletter will get a 2-3 month automated email sequence designed to indoctrinate people into our world, repel the wrong people, and sell people into our Core Offer Weekly newsletter – subscribers who have finished the automated sequences receive 1

Mainstream marketing education leads us to use terms like leads, top of funnel or sales as if they were completely separate concepts. These concepts are probably useful for beginners to begin to grasp the concept of selling, but what I have come to discover about high-functioning education businesses is that… Marketing, sales, brand and product are

For StoryLearning, diversification of revenue streams was something that happened more organically than by design, to be honest. It began when I learnt from Dan Kennedy about the concept of unused capacity. This is the idea that we all have assets in our business which are underutilised, and can be put to work in one way or another.