From an interview series to an online training program
In 2013, Lauren Goodwin founded Career Contessa, a site where women can “build a career on their terms.” Like many successful training sites, online courses are not the first product, nor do they happen overnight. For Goodwin, her first product was an interview series, and it took 15 months to turn her idea into an actual business (my first product was a book).
What we can learn from Goodwin is this:
1. You have to start somewhere. If you feel like launching your training is taking too long, then start with something more manageable. In Goodwin’s case, she began with interviews with other women, created guides, and held webinars.
What can you start with?
2. Offer variety. When learners (consumers) have choices, it gives them more reasons to stay loyal to your brand because you have thought about their different needs. A great way to think about this idea is to watch, “Start with Why” by Simon Sinek.
I would like to ask you to do one simple task this week. Study Career Contessa and see what you can learn from her business model.
What makes her business appealing?
Why do you think women pay $197 per course?
Also, when you feel like you’re not making progress, remember this:
“There isn’t a single business out there that will tell you they were an overnight success.”
Lauren Goodwin, Founder of Career Contessa.
