Last year we sold courses worth Rs. 13.13Cr ($1.6M)
185,000+ students
5% refund rate
82% completion
A thread...
185,000+ students
5% refund rate
82% completion
A thread...
From Jan-Dec '22 we sold 13Cr worth of courses, enrolling 185,000+ new students
Last year this number was Rs. 7.8Cr ($1M) with 115,000+ students
We run 4 courses currently
1. Complete Guide to Starting up
Rs. 1,499 ($18)
37,800+ students
64% completion; 3% refund rate
Rs. 10L sales/mth ($12K)
2. Take Charge of Your Time
Rs. 399/699 ($5/$8)
208,600+ students
87% completion; 5% refund rate
Rs. 80L sales/mth ($100K)
1. Complete Guide to Starting up
Rs. 1,499 ($18)
37,800+ students
64% completion; 3% refund rate
Rs. 10L sales/mth ($12K)
2. Take Charge of Your Time
Rs. 399/699 ($5/$8)
208,600+ students
87% completion; 5% refund rate
Rs. 80L sales/mth ($100K)
3. How to YouTube
Rs. 1,499/1,999 ($18/$25)
5,400+ students
78% completion, 1% refund rate
Rs. 25L sales/mth ($31K)
4. How To Speak Effectively
Rs. 379 ($4)
30,700+ students
91% completion, 4% refund rate
Rs. 10L sales/mth ($12K)
Rs. 1,499/1,999 ($18/$25)
5,400+ students
78% completion, 1% refund rate
Rs. 25L sales/mth ($31K)
4. How To Speak Effectively
Rs. 379 ($4)
30,700+ students
91% completion, 4% refund rate
Rs. 10L sales/mth ($12K)
The courses are designed with 3 principles in mind
1. Cost effective (so that students get quality education at affordable prices)
2. Lifetime access (so that students pay once and reap benefits always)
3. Refundable (students can claim a refund if they don't like the course)
1. Cost effective (so that students get quality education at affordable prices)
2. Lifetime access (so that students pay once and reap benefits always)
3. Refundable (students can claim a refund if they don't like the course)
To achieve this scale, we use digital marketing extensively, as against relying on my distribution.
While I have an 8M social media following, it was always a conscious call to not use my content as a sales engine.
Instead use it a trust engine.
My content helps.
My ads sell.
While I have an 8M social media following, it was always a conscious call to not use my content as a sales engine.
Instead use it a trust engine.
My content helps.
My ads sell.
Ads cost almost 50% of the sales, making it the biggest cost item for this biz.
On a monthly basis we spend between Rs. 50-70L on Google/FB ($70-90K), ensuring that every single dollar returns a dollar back, for every course, every month!
Organic sales are around 15%
On a monthly basis we spend between Rs. 50-70L on Google/FB ($70-90K), ensuring that every single dollar returns a dollar back, for every course, every month!
Organic sales are around 15%
This generates an operating profit of Rs. 40-60L per month ($50-75K) or an annual operating profit of Rs. 5-7Cr ($600K-900K)
To manage this scale, our cost of operations is surprisingly (and consciously) low.
To manage this scale, our cost of operations is surprisingly (and consciously) low.
We run a no-code operation, so software is our biggest cost line item, after digital marketing.
Human resources are designed to be lean as well.
We have a core team, comprising only 5 individuals besides me
GJ, who heads the biz
Surabhi, who manages all operations
Ananya, who handles all customer queries
Hari, who manages all tech integrations
Nishant, who edits all videos
We have a core team, comprising only 5 individuals besides me
GJ, who heads the biz
Surabhi, who manages all operations
Ananya, who handles all customer queries
Hari, who manages all tech integrations
Nishant, who edits all videos
For every course, we build a temporary core team comprising
Curriculum designers
Instructors
Editors & designers
Teaching Assistants
They come together, work remotely, create and deliver the course, and then dissolve.
Curriculum designers
Instructors
Editors & designers
Teaching Assistants
They come together, work remotely, create and deliver the course, and then dissolve.
All of this makes this biz generate an EBITDA (net profit) of Rs. 3Cr ($350-400K) translating into a ~20% EBITDA Margin.
This biz has a potential to be 10X its current size, with better EBITDA margins.
This biz has a potential to be 10X its current size, with better EBITDA margins.
A stark comparison to our content biz, which has limited scale + high margins.
How we make our courses is a unique process
- We run a live cohort-based course for 1-2 months
- We hand-pick the students (~30) for these courses and give them a 100% scholarship (so no charge to them)
- This allows for really high quality and also generates scarcity/demand
- We run a live cohort-based course for 1-2 months
- We hand-pick the students (~30) for these courses and give them a 100% scholarship (so no charge to them)
- This allows for really high quality and also generates scarcity/demand
- The entire experience is recorded, and then converted into a 100% on-demand course, priced really low (within Rs. 2,000)
- We launch this course, and sell it with lifetime access, free upgrades and 100% refund policy.
- We launch this course, and sell it with lifetime access, free upgrades and 100% refund policy.
This approach works in 3 ways
1. Brings a high quality (temporary) team to deliver a high quality experience to our students.
So one-time cost vs recurring cost.
2. Conversion into an on-demand low-cost course then allows for massive scale.
So thousands of students vs hundreds.
1. Brings a high quality (temporary) team to deliver a high quality experience to our students.
So one-time cost vs recurring cost.
2. Conversion into an on-demand low-cost course then allows for massive scale.
So thousands of students vs hundreds.
3. Frees everyone's time to create more courses
More courses, more students, more value created.
More courses, more students, more value created.
What is the boring process we stick to?
100+ customer queries every day
Answered within 4hrs on an average
6 ads per week, across all courses
Scripted, shot, edited
1 live class per course per month
For questions
1 course per quarter
Conceptualized and delivered
100+ customer queries every day
Answered within 4hrs on an average
6 ads per week, across all courses
Scripted, shot, edited
1 live class per course per month
For questions
1 course per quarter
Conceptualized and delivered
I share these details for 3 reasons
1. Our education system is broken.
It trains students to be compliant, to score, to pass/fail, but doesn't make them life ready.
I don't expect the system to change.
But I do hope the system finds a partner.
The partner could be you.
1. Our education system is broken.
It trains students to be compliant, to score, to pass/fail, but doesn't make them life ready.
I don't expect the system to change.
But I do hope the system finds a partner.
The partner could be you.
We need the best teachers in the world to come and teach.
Not a class of 100.
A class of 1000, a class of 10,000s
If you know something that the world can benefit from, please consider sharing it, teaching it.
2. You don't need money.
Not a class of 100.
A class of 1000, a class of 10,000s
If you know something that the world can benefit from, please consider sharing it, teaching it.
2. You don't need money.
If I can do it, so can you.
Please do not dismiss yourself before the world gets a chance to dismiss you.
I was chatting with someone I admire, last night, and it was wild to me how immensely useful his work is to the world and how he didn't the same way!
Please do not dismiss yourself before the world gets a chance to dismiss you.
I was chatting with someone I admire, last night, and it was wild to me how immensely useful his work is to the world and how he didn't the same way!
3. To show how it can be done.
I have tried to share the gist of it all.
There are still a lot of finer details I might have missed.
Please ask me and I will answer.
I have tried to share the gist of it all.
There are still a lot of finer details I might have missed.
Please ask me and I will answer.
A huge thanks to all my partners who make this happen so seamlessly
@Razorpay @SendGrid @zapier @FreshworksInc @Zoom @LearnWorlds @scalexmedia
Thanks to my inspiration in this journey
@AliAbdaal @david_perell @anafabrega11 @synthesischool
And my kickass team @wariCrew
@Razorpay @SendGrid @zapier @FreshworksInc @Zoom @LearnWorlds @scalexmedia
Thanks to my inspiration in this journey
@AliAbdaal @david_perell @anafabrega11 @synthesischool
And my kickass team @wariCrew
How big can this be?
Time Management as a course generates $1M in annual sales, with 1 hour of my time a month!
10 such courses will come up in the next I don't know 3-5 years?
Fellowships
International markets
A university?
Who knows!
I intend to just stick to the boring!
Time Management as a course generates $1M in annual sales, with 1 hour of my time a month!
10 such courses will come up in the next I don't know 3-5 years?
Fellowships
International markets
A university?
Who knows!
I intend to just stick to the boring!
I hope you've found this thread helpful.
Follow me @warikoo for more.
Like/Retweet the first tweet below if you can:
Follow me @warikoo for more.
Like/Retweet the first tweet below if you can:
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