Turning expertise into a product people finish.
Most course businesses are built by the expert, which is both the reason they work and the reason they plateau. Knowing a subject and structuring it for someone else are different skills.
Why do expert-built courses plateau?
Because they are structured the way the expert thinks about the subject rather than the way a beginner encounters it. Completion rates and refund rates usually reveal this before revenue does.
Julia Mattey has run this from the other side. She built TEFL Trainer from nothing, designing the curriculum and learning architecture, producing more than 100 instructional videos and certifying over 7,000 learners internationally.
When should a course business change platform?
When the catalogue has outgrown the setup rather than when a competitor launches something. Bonjour Sublime had 15 products spread across WordPress and ActiveCampaign, with journeys and marketing processes that could be simplified considerably.
The migration to Kajabi moved 5,000 users with zero content loss, and restructured hierarchies, sequencing, drip content and navigation on the way through rather than carrying the old problems over.
Does microlearning work for commercial courses?
It did for AllBright. The Entrepreneurial Mindset programme for FutureLearn was built as 80 bite-sized modules rather than long-form lessons, and reached 800+ enrolments in six months with a 4.8 out of 5 learner rating.
Work in this sector.
Curriculum, learning architecture, more than a hundred instructional videos, blended programmes and the university partnerships behind them. Coventry, Bristol, Aberdeen, Nottingham and Manchester.
Read the case study →Fifteen e-learning products spread across WordPress and ActiveCampaign, migrated to Kajabi for 5,000 users. Hierarchies, sequencing, drip content and navigation all restructured on the way through.
Read the case study →Expert business knowledge broken into 80 microlearning modules with storyboards, expert-led video scripts, quizzes and downloadable resources. 800+ enrolments in the first six months.
Read the case study →Common questions.
Has Julia Mattey run a course business herself?
Yes. She founded and ran TEFL Trainer, an internationally accredited teacher training business, designing the curriculum, producing over 100 instructional videos, negotiating university partnerships with Coventry, Bristol, Aberdeen, Nottingham and Manchester, and certifying more than 7,000 learners.
Which platforms suit a course business?
Kajabi works well for businesses selling directly, and Julia Mattey has both migrated a full catalogue to it for Bonjour Sublime and produced a 30-video Kajabi tutorial series. The right answer depends on who maintains the catalogue and what the marketing workflow needs to do.
How this usually starts.
Tell me what is not working.
If your training is expensive to maintain, slow to update, or not landing with the people it is for, I can usually tell you fairly quickly whether that is a content problem, a platform problem or a process problem.