The creation of an online course business right from scratch

Check out the case study or listen to our complete conversation with Marlene... And If it makes you want to develop your own web-based course, (and we believe it is!) get started at RoadmapTo5k.com.

Marlene Hielema is the Image Maven

Marlene is an amazing photographer and video instructor. She's the creative force behind ImageMaven.com and ImageMavenVideo.com. Check out both sites for amazing videos as well as strategies to improve your photography and video within a matter of minutes.

How do I begin the teaching of online classes?

Flash from 2004. Marlene was teaching photography in the classroom of her local community college. Although she enjoyed working direct with the students, she was burning out.

It was getting more tiring for her. It was impossible for her to enjoy a break when she want: "I was just teaching every day."

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

Marlene states, "I want to enjoy my life... my life is too short. I'd like to take a trip to the skatepark! I want to jump on my longboard in the middle of the afternoon and not feel guilty."

The desire to be free and flexibility led her to design the first of her online course offerings.

From where did she draw her inspiration?

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

She started looking for ideas for her own courses. In the fall of 2010, she launched her first full online course made with ..

Marlene is now offering 8 online courses, several of which she has repeatedly taught with various groups of students.

Her courses consist of short, inexpensive, specific courses, and also intensive, longer-lasting courses (some up to 8 weeks long).

Marlene builds her short courses in response to specific queries that people email her: "I've had this question at least 10 times within the last 3 months. Perhaps I'd like to create a course on it!"

Also, she is attentive to questions that people have about. In the case of example, she started getting questions about her videos, she would ask: Could you show me how to make a video similar to that?

Overcoming challenges

Marlene admits that her greatest challenge is selling -- "I'm naturally not a salesperson."

As time has passed, she's developed ways to engage and educate people prior to making them purchase a course.

At present, she gives the opportunity to sign up for free 10 photo lessons through email. After these 10 free lessons, she'll offer a paid course.

Though she found sales intimidating at first, Marlene now says "I regularly sell classes -- people find an online course that they enjoy, and then find it appealing and decide to purchase the course."

A successful business model based on the courses

A key learning that has been a key learning experience for Marlene was that training and services (one-on-one consulting for private clients) go hand-in-hand.

The courses generate leads for her one-on-one client service. After a class, "people just want a small amount of help, and they're willing to spend the money."

In particular, students attending video classes need help in editing and production. Students taking photography classes require private critiques as well as additional assistance with technical issues.

In the end, she says, "My revenue has increased as much through clients as it has increased through my training courses."

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

Marlene can also enhance the services she provides with classes. Marlene explains that "If somebody hires me from the beginning, I will be grateful.

(for consultation) For consulting purposes, I provide the training course at no cost." This helps make her service even more appealing to potential clients.

Connecting with students

Marlene makes use of her teaching as a means of connecting to her students not just for the purpose of delivering the content. Marlene has observed that, in most cases "People have less fear online."

Her connection is made through being involved and present in her courses: "I respond to every query, to every email."

Marlene states that this experience is enjoyable and fulfilling to her "I enjoy teaching I enjoy helping people... My favorite part is when I enjoy watching people achieve their goals! It makes me consider myself a proud mother when someone pops onto the screen with a short video and stunning white backgrounds that I've helped them make. I'm just trying to help people overcome their frustration."

Looking forward

Moving forward, Marlene is looking to expand on the successes of her courses. She's planning to "relaunching and revitalizing the existing classes, making better sales pages, and raising the bar across all her offerings."

Additionally, she tries to develop at least one or two each year new courses, based on the needs of her local community. She notes that "I've not created courses from scratch." Instead she frequently thinks about the issue of What are people asking for?, and builds courses based on those needs.

She is also looking to collaborate with experts from other fields to come up with creative new ideas for programs. As an example, she has recently worked with a counselor in order to create a personal growth course: Take a Break - Photography to help you take care of yourself.

Marlene's top suggestions and lessons for getting an online course start-up off on the right foot

#1 - Just Do It!

Marlene tells us, "My first course only included about 20 paying students, and 10 classmates and it was incredibly rewarding!"

It's time to put your procrastination in the past and start working. Do a low-risk course for a start, even if you just have to invite some of your friends for free!

Be able to overcome the obstacles as you will gain so much by doing that first class! Just go for it.

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

#2 - Connect

Concentrate on creating a bond with your students -- truly connect with them.

If they trust that what that you're teaching is quality things, they'll be able to ask questions, and you'll be able to learn from them.

If they feel confident in you, then you are able to help them.

Engage fully in the discussion -- 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 instructional videos and classes, the more she builds an emotional bond to her students.

Start today. Take our FREE training course Learn the five steps needed to begin designing and selling your online course -- so you can start building your online course business right from scratch.