What are the key steps to work an information business or online school work This is discussed in detail below?
- Product Formation
- Offer formation
- What are the elements of a program?
- The target audience
- Quick start scheme
- Chain of monetization
Product Formation
The first thing to understand is that you are the seller of the result. You take a client with no skill and use your system to bring him to a solid skill.
Our task is to make the maximum possible automation, but not overdo it, and also conduct live lessons. If you do too much service, profitability will fall and you will not make a profit. If you
do everything automated, your lessons will simply be copied.
We lead a person to the result using the following tools:
1. Driving lessons.
A person watches recorded micro-videos and performs tasks for them.
2. Curators.
These are experts on the payroll who will help clients. Specially trained people or graduates of your course with results.
3. Motivational games. Gamification.
Every day a person unsubscribes about what he has achieved and what he has done. diary format. Thus, a person does tasks, respectively – receives a result.
4. Society.
This is the environment in which a person finds himself. These are forums, instant messengers, social networks, etc.
5. Live webinars.
People love to get answers to their questions in a live format.
6. Live meetings.
Considering that we are moving more and more into communication in social networks, people are beginning to appreciate live communication. These can be group tea parties or joint meetings, personal consultations with an expert.
7. Live seminars.
Some things cannot be given to people through webinars.
8. Field seminars.
This can be combined with trips to another country to increase the attraction.
9. Mobile application.
This is a niche topic, not required for everyone. It is important that you can sell the entire system at any time. This means that you should not have fixed dates for meetings, etc. For example, group meetings take place once a month, and not on a specific date.
Your task now is to form a picture of what your system should be. Create a mental map of what tools can be used for your product.
For example, a product to facilitate childbirth. It includes exercise (yoga, breathing exercises, live meetings with an expert), nutrition (general recommendations, meetings with a nutritionist), advice from a doctor (who, for example, delivered a celebrity), social interaction, etc.
When you bring complex benefits to a product, it begins to be perceived as an integral system, and such a product can be sold at a higher price.
Try to create such a product description presentation that in a minute your potential customer will start salivating from the desire to buy your product.
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Offer formation
The offer – your offer – is the most important of all the selling parts in your presentation.
The offer will need to be tested in the future.
How much does it cost to make product packages? From experience, it is better to do 3. 4 is a lot, the user is lost, 1 or 2 is not enough. Because everyone has different abilities and needs.
In each subsequent package, we give much more value to the user than in the previous one. The price can be distributed as follows: 1 package – 10,000 rubles, 2 package – 30,000 rubles, 3 package – 100,000 rubles. Prices can be adjusted depending on the niche.
It’s easier for a person to buy if you put a lot of other stuff in addition to “12 lessons” into the package. Recordings of webinars, instruction, consultation, meetings, etc.
Your task is to make people buy the average package, not the minimum. The minimum tariff exists to recoup the traffic: if a person does not have money, then he will take the basic one.
What are the elements of a program?
In addition to lesson recordings, add some half-hour bonus recordings to the base rate. These bonuses may not be part of the target product, but help the target audience in related topics.
You can also add free lessons from other experts to your product as a bonus. This will increase your value and other experts will get their product advertised.
The Standard package already contains the elements with which you fill your program.
These are answers to questions from experts or curators, support, meetings with curators, online meetings with an expert, etc.
The “VIP” package includes a lot of work individually with the client.
Write down the content of your 3 packages.
The target audience
Understanding your audience avatars will help both at the product design stage (who the product is for, what pains it solves, what blocks and modules to add), and at the sales stage (when you understand what you give to the client, at the sales stage you will be able to form a promise).
3 types of clients
The ones you think are your customers.
Each expert, as a rule, already has his client base, even if he trained people offline. Based on this database, it is already possible to guess who your customers are, what pains you are helping to solve. This is a theoretical assumption.
But as a rule, our assumption turns out to be wrong. This means that you need to reach out to customers and ask who they are. It is critically important to understand what language you need to speak with your customers.
If there were no clients yet, then sell the training to the first clients, and then ask who they are.
You can understand who your customers are in the early stages. To do this, invite them to complete a questionnaire in exchange for a lead magnet.
Write down the person as he expresses his pain. As a rule, if you use the language of the client in the description and promotion of the product, the conversion increases significantly.
Entrepreneurs
They want to increase their expertise, attract customers, reduce the cost of a lead, promote the company’s brand, etc.
People who have a project
They want to broadcast their value, improve the world, influence people. As a rule, these are social projects. Although their pain is the same – attracting people – you need to speak to them, not in the language of conversions and traffic.
People at the stage of change and self-determination
As a rule, these are mothers on maternity leave. They have money, they can afford not to return to work, and they are looking for something to do.
People who don’t want to work
They have no money, but they also do not want to work at a hated job.
Thus, for all four avatars, the tool – your course – may be the same, but it covers different pains. And to hit each avatar exactly – so that he understands that the course will help him – you need to speak with each in his language with the help of advertisements.
Quick start scheme
BCH format (Business through F…)
The classic form of business is to develop a product, record a video, work on a methodology, and then you bring the product to the market, and no one buys from you.
BJJ format – concentration on selling elements: webinar, traffic. As soon as we understand that we have made a sale and the selling system works, then we immediately begin to delve into the product. Thus, we do not proceed from our assumptions, but from the demand of the market, we do not spend extra time and money,
we make fewer adjustments to the product on request.
Do a sales presentation first, and see the feedback from the market. And only then work on the product.
Chain of monetization
Let’s talk about how you can quickly pay back subscribers. A time-tested webinar chain with the live participation of an expert will help with this.
It consists of the following elements:
- Landing pages for each avatar.
- Landing traffic (conversion depending on the source — 5-60% from cold traffic).
- Focus more on the cost of a subscriber, and not on the conversion of the site.
- Thank you page. On it, you can resell a cheap product or take a phone to increase your reach to the webinar.
- Email chain leading to a webinar (open rate drops over time).
- SMS sending. Helps to increase the yield on the webinar by several times.
- Webinar broadcast. When subscribing to a landing page, we take an email from a person and send out a mailing list with an invitation to a webinar (an average return of 28% is 60%). This is a key selling point. Conversion to payment from a webinar is an average of 5%.
It is worth going according to the principle of sufficiency. Not all elements need to be perfectly tuned during launch. First, get a working system, and then do optimization.
This model is no longer designed for long-term work with the base, but for a quick profit, but you can get a quick result.