Case Study: Anatomy of a $10M Online Education Business

StoryLearning Content Framework: ● What is this and how is it different? ● What do I get from you? ● Where did it come from? (Origin story) ● Who is this NOT for? ● Problem and solution ● How does it work? ● Why should I listen? ● Logical urgency ● Proof, testimonials, case studies

Core Offer - Our flagship product, which is the single offer we make to all new prospects. Available evergreen. ● Standalone Offer - Solo, one-off products which are sold as promotions or upsells. Allow us to maximise customer lifetime value ● Continuity Offer - A way for existing customers to pay us every month. Allows us to build team in a safe a

The entrepreneur should think of the word diversification in a very different way. Here's my view in a nutshell: ● Don't even think of diversifying your core business until you're making at least $1 million per year ● Between $1-2 million per year, start diversifying ● Actively diversify your business model from $2-10 million

By rebranding from I Will Teach You A Language to StoryLearning, the key thing I achieved was to remove the focus from me and towards a system… ● Before: Learn a language with Olly (personal brand) ● After: Learn a language through stories (system)

the important thing to understand is this – once we acquire a new customer (in this case, by selling the Core Offer), the way our business makes real money is by offering more to those existing customers. This is direct response marketing 101, and it always amazes me how many people don't understand this,

an education business needs to create a library of information that is useful and relevant forever, and I think benefits from taking a more serious posture, which means creating in-depth, long-form content.

Here is how I see the fundamental job of email within StoryLearning: To grow the relationship with my audience through education and entertainment To cement our positioning within the language learning space and keep us top-of-mind To learn about our audience - feedback on ideas, interest lists, random back-and-forth To help grow our other channels

this approach will be mocked and jeered at by startup junkies, crazed hustlers hungry for scale, or anyone who is just in it for cold, hard cash. But it's important to remember what you want here. Personally, I want to do something I love, with healthy profits and the absolute time freedom to live life the exact way I like it. I would not sacrifice

I believe that the currency of life is experiences, and when we are in our old age, we will judge our life based on experiences we’ve had (not money in the bank)