Case. Launching an online accounting school from scratch.
About the project
There was an idea to launch a full-fledged online school for accountants, both for beginners and for active accountants, for professional development and learning new professions in various fields. After completing the courses, students can work for European companies, both offline and remotely online.
The owner of the school had practical experience conducting courses, but at another school, as a speaker.
Having a lot of experience and practice in conducting courses, the goal was to create her own online accounting school, which she approached me for.
Initial data
There was only an idea. There was absolutely nothing for the launch. No numbers, websites, pages, etc.
Action plan
After thoroughly analyzing the market, competitors, target audience, etc., we decided to conduct the first launch through a series of free live broadcasts with 4 introductory lessons on accounting for beginners, and in the last lesson, sell the main product - an advanced accounting course with an average check of 1200 zlotys/300$.
The launch of advertising campaigns was conducted on Facebook, Instagram, and YouTube.
What was accomplished
1. Detailed analysis of the market, competitors, target audience
2. Developed a promotion strategy for the school across all possible channels
3. Search and selection of the necessary team of specialists/marketing team
4. Developed a website and landing page with courses and webinars
5. Developed a proprietary platform for the school's courses
6. Created and packaged pages on social networks (Facebook, Instagram, YouTube)
7. Content plan for all involved social networks
8. Management of social networks
9. Creation and setup of Google Analytics, GTM
10. Developed a brand book for the company
11. Created and set up advertising accounts on all necessary platforms
12. Developed a sales funnel from the first touch to the moment of actual sale
13. Developed a Google spreadsheet for reporting and tracking sales and applications
14. Developed a plan and structure for selling webinars
15. Set up a service for conducting webinars
16. Moderation of webinars
17. Developed chatbots for automating the process of bringing people to webinars
18. Set up email marketing to warm up the audience for webinars and for selling the course
19. Developed creatives for launch on all necessary platforms
20. Wrote technical specifications for videos for advertising campaigns for the school owner
21. Wrote sales texts for chatbots and advertising campaigns
22. Launched advertising campaigns
23. Launched retargeting campaigns for those who visited the website and did not register for webinars, and for those who attended webinars and did not purchase
Results of the first launch
We have 98 applications for the course totaling 93,990 zlotys/23,953$.
Actual sales amounted to 76,760 zlotys/19,562$.
Actual marketing and advertising expenses were approximately 5000$. Unfortunately, we could not calculate the exact amount of expenses, as there were many small expenses that were not initially documented, and later we could not accurately account for them, which was a small mistake at the very beginning.
Based on the above figures, the net income from the first launch is 14,562$.
There was an idea to launch a full-fledged online school for accountants, both for beginners and for active accountants, for professional development and learning new professions in various fields. After completing the courses, students can work for European companies, both offline and remotely online.
The owner of the school had practical experience conducting courses, but at another school, as a speaker.
Having a lot of experience and practice in conducting courses, the goal was to create her own online accounting school, which she approached me for.
Initial data
There was only an idea. There was absolutely nothing for the launch. No numbers, websites, pages, etc.
Action plan
After thoroughly analyzing the market, competitors, target audience, etc., we decided to conduct the first launch through a series of free live broadcasts with 4 introductory lessons on accounting for beginners, and in the last lesson, sell the main product - an advanced accounting course with an average check of 1200 zlotys/300$.
The launch of advertising campaigns was conducted on Facebook, Instagram, and YouTube.
What was accomplished
1. Detailed analysis of the market, competitors, target audience
2. Developed a promotion strategy for the school across all possible channels
3. Search and selection of the necessary team of specialists/marketing team
4. Developed a website and landing page with courses and webinars
5. Developed a proprietary platform for the school's courses
6. Created and packaged pages on social networks (Facebook, Instagram, YouTube)
7. Content plan for all involved social networks
8. Management of social networks
9. Creation and setup of Google Analytics, GTM
10. Developed a brand book for the company
11. Created and set up advertising accounts on all necessary platforms
12. Developed a sales funnel from the first touch to the moment of actual sale
13. Developed a Google spreadsheet for reporting and tracking sales and applications
14. Developed a plan and structure for selling webinars
15. Set up a service for conducting webinars
16. Moderation of webinars
17. Developed chatbots for automating the process of bringing people to webinars
18. Set up email marketing to warm up the audience for webinars and for selling the course
19. Developed creatives for launch on all necessary platforms
20. Wrote technical specifications for videos for advertising campaigns for the school owner
21. Wrote sales texts for chatbots and advertising campaigns
22. Launched advertising campaigns
23. Launched retargeting campaigns for those who visited the website and did not register for webinars, and for those who attended webinars and did not purchase
Results of the first launch
We have 98 applications for the course totaling 93,990 zlotys/23,953$.
Actual sales amounted to 76,760 zlotys/19,562$.
Actual marketing and advertising expenses were approximately 5000$. Unfortunately, we could not calculate the exact amount of expenses, as there were many small expenses that were not initially documented, and later we could not accurately account for them, which was a small mistake at the very beginning.
Based on the above figures, the net income from the first launch is 14,562$.
Odessa 
Available for hire
Offer work