How to build an online beauty school and make turnover 167,000 USD in a year
Hey there! My name is Nika and I am a producer of online schools
In this article I will share how I launched a beauty school in Russia and reached a turnover of 167,000 USD in just about a year.
I have been in the industry of social media since 2018. Back then I provided social media services in the sphere of beauty (like permanent makeup, nails, lash extension etc). Then I opened an SMM agency in the same niche but I still felt that I could do more than managing social media
In 2020 I completed a course on production of online schools, and I was immediately offered to launch an online school from one of my clients. She was a master and teacher of permanent makeup and wanted to launch a course
So we did! And not only launched one course but provided stable sales during the period of our collaboration
What steps did we go through?
1. We did a series of customer development interviews to better understand the target audience, their pains and needs. We also did market analaysis to see what our competitors offered. On the base of that we have built a hypothesis of the product
2. To test our hypothesis, we announced an Early Bird Offer for the respondents that took part in the customer development interview. We made 1500 USD with 3 sales. So we confirmed that the offer was relevant and we got the money for traffic and for the team
3. We prepared the first online sales event (webinar). We developed the structure of the presentation and the content; made the landing pages. After that we launched traffic to attract the audience and started to warm up the audience in the blog
After the first webinar we had 3,500 USD on our account. Then with the automatic sales, we made another 5,500 USD during a week
In total we made 10,500 USD turnover during the month of sales and started the course production
Results of the first launch:
It was a good result, so we decided to continue and make another launch
The next launch was made in 1,5 months and brough us 17,000 USD in turnover. We started to expand the team. In a few months we were 12: targeting specialist, project manager, storiesmaker, administrators of the course, technical support, 2 sales managers. All in all we were a team of people that shared both profit and responsibility
In another month we added a course on lips permanent makeup for our students. About 30% purchased it after completing the main course, thus increasing the sales.
In 9 months we faced a problem of high cost of the lead (7 USD). So we decided to test offline events as a sales channel. It was out tripwire - we shared the information about the profession and sold the course. The conversion to purchase was 70%. So this sales funnel worked in addition to the one with the webinar and via the blog
In Dec 21 we relaunched the course to better fit the needs of the target audience. For just about over a year we made a turnover 167,000 USD and taught over 100 students. We had a good reputation on the market and excellent reviews.
In April 2022 we made a decision to close the project due to the problems with traffic (it is not possible to target advertising on Russian citizen in fb/instagram anymore). In addition to that, the expert moved to antoher country and changed her priorites
Since June 2022 I have started working abroad and have already made my first launch that made 16,000 USD. Read about it here
And if you want to be the next online course creator or if you already have a course but would like to multiply the sales, fill in the application form here and we will invite you to an intro meeting where we will get to know more about you and the status of your project to see how we can work together