Case number 1
Launch for 8 + million rubles (140.000$) in the niche "Courses for parents"
Hello dear, future client! My name is Alexander Lisitskii, I have been promoting business in Instagram for 7 years.
Case number 1. Launch for 8 + million rubles in the niche "Courses for parents"
Information about the project at the beginning of work:
Number of subscribers on the account is 36k
Additional resources: telegram channel - 1500 subscribers, contact database in get course (CRM system). (mail) - 833 contacts
Average coverages in stories/feed: 5900/8500
The expert is Marina (name and all personal data have been changed, because the contract contained a non-disclosure clause) a professional psychologist: she has dozens of diplomas and certificates, personal experience in raising children (Marina has three of them), professional experience of more than 10 years, started with work as a kindergarten teacher, then everything turned into an online project.
Before I started working with Marina, she independently and with the help of other specialists made about 10 launches of various products. The maximum sales result is 900,000 rubles.
According to Marina: "I know for sure that you can earn much more, I have a lack of knowledge and skills, I have a lack of a team. I am confident in my product".
Stage 1 - analysis of the account, competitors, audience and preparation of the initial strategy
At the first stage, we analyzed how Marina maintained her account herself: how she shoots stories, writes posts, draws up her account, communicates with subscribers, and so on. It is important to understand this, because we had to decide whether to involve a story maker on the project or not. As a result, they decided to involve a story maker to help teach Marina the basics of maintaining an account.
We analyzed competitors: we monitored their products, prices, work scheme, what kind of advertising they have, what they do well (and you can take it for yourself), what they do poorly.
We analyzed the audience: divided it into segments and made avatars.
We prepared a strategy. It prescribed the PRELIMINARY stages of work: how we will increase coverage, when we will start warming up, what will be the free plan, and so on. I have highlighted the word "preliminary" because the strategy often changes depending on the informational reasons of the expert and the situation on the project.
We never start a warm-up until the account is ready to sell, until we are absolutely sure that the launch will be successful.
Stage 2 - preparing the account for warming up.
At this stage, the main task is to increase coverage, involving the audience in the life of the profile. We need to make sure that as many people as possible see our commercial offers.
In order to raise the interest of the audience in the blog, we decided to go through Marina's personal story. There was everything: expertise, emotions, difficulties of choice, experiences, difficult moments, joy and even tears. Nothing was feigned, Marina told her real story. In addition to the story during this period, we broadcasted Marina's values, revealed her as a person in the blog through personal newsworthy events and cases. It was important to get subscribers to say: "I want to be like her."
This stage lasted about 3 weeks. As a result, we increased the coverage in stories from 5900 to 9500.
Stage 3 - check if the account is ready to launch
The first indicator of a blog's readiness for a successful launch is audience activity. We raised the reach, the direct was "torn", the audience was imbued with the story, and the activity was actually at its peak.
Next, we calculated how much we could earn approximately on the launch, taking into account such coverage:
Coverage in stories is 9500, the average cost of the course is 13,000 rubles (we had 3 tariffs). All other indicators were taken as averages:
• 30% - the percentage of registration for free;
• 50% - yield on a freebie (someone might think that 50% is a lot, BUT we are talking about a warm audience, not a cold audience. For a cold audience, 50% is a lot, for a warm audience - an average);
• 10% - the percentage of those who bought.
As a result, with such data we get a launch of 1.8 million. After discussion with Marina, we decided that we would evaluate such a result as a successful launch.
1) Subscribers on the account;
3) base of contacts in Get Course.
For each audience, we thought out a separate warm-up. The very essence of the course was the same, just a different presentation and format.
There was also a fourth audience: cold traffic to the webinar. 100 thousand were allocated for this direction, but we simply did not have time to unscrew them in 7 days.
As a result, almost 1500 registrations for the free program were received from the target. The average price for registration is 50 rubles.
Also at this stage, we made a questionnaire for pre-registration for the course. Important questions were added to it to find out: what pains / problems the audience has, what they themselves would like to see on the course, what topics they were interested in now, and so on.
As a result, we received more than 1000 responses to the questionnaire. This helped us not only speak the same language with potential buyers, but we were also able to refine our course based on people's needs to offer them exactly what they want.
By the number of responses to such a questionnaire, you can also predict the approximate income from the launch:
We had 3 tariffs for the main product:
• The first tariff - no feedback, just training. Price 6790 rubles;
• The second tariff - without feedback, added a chat for communication, in which there was a main expert (she sometimes answered questions and threw useful things there) + several additional blocks and checklists. Price 8900 rubles;
• The third rate - feedback from curators + once a week a live webinar with answers to questions from the main expert + additional blocks, checklists, matser classes, tables, etc. The price is 22900 rubles.
For each tariff there was an installment plan from Tinkov Bank for 4, 6 or 12 months.
As a result, the first tariff was bought by 224 people, the second by 286, and the third by 183
Total profit: 8.257.060 rubles. After deducting taxes and various commissions, we get about 7.5 million rubles.
At the end of the main product, we prepared an additional marathon "How to protect your child from threats in the Internet." It was a 4-day material, where our main expert with another, sorted out a specific issue scrupulously.
This product was sold at a price of 1990 rubles, more than 300 sales were made.
Stage 7 - preparation for the next launch
We are in this stage right now. We give the audience a rest + we plan to buy advertising from bloggers and refresh the audience with a target. Perhaps we will do a graduation or just a meeting of the students of this stream.