Breaking Into

The Industry:
How To Launch A Successful eLearning
Startup And Land New Contracts

© 2011–2020 eLearning Industry.

Introduction
Launching your own eLearning startup is no joke! Becoming
self-employed means taking care of everything yourself,
planning, managing, budgeting, marketing, etc. However, if
you’re reading this, you’ve probably decided that going solo
is worth the risk. Before you dive into your new project, take
the time to choose the eLearning niche that will lead you to
success. This guide walks you through the process of finding
your niche and lists some of the best practices for your
eLearning startup business.

Christopher Pappas
Founder of eLearning Industry Inc.

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 Table Of Contents

Follow
Chapters Page the bee

1 7 Tips To Find Your eLearning

Startup Niche 04

2 7 eLearning Startup Business

Best Practices 09

3 How To Launch An eLearning Business

With Limited Resources 14

4 5 Steps To Set The Right eLearning

Price Point 18

5 6 Skills EVERY eLearning SMB Owner

Should Cultivate 23

6 6 Tips To Build A Strong Team Dynamic In

Your eLearning Business 27

Conclusion 32

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Chapter 1

7 Tips To Find Your

eLearning Startup
Niche

A niche is a specific area of interest in the marketplace that is

developed around your strengths and passions. Finding your
own niche is what will set you apart from the rest and attract a
loyal clientele to your business. But finding one is not an easy
feat. Here are some tips to guide you through the process of
finding your own niche and making your mark in the eLearning
industry with your startup.

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Chapter 1

1. Identify Your eLearning Talents (And Weaknesses)

The first step to finding your niche is figuring out where
your talents and skillsets lie. Start by writing down your full
professional history. What jobs did you have in the past? What
were your responsibilities? What skills have you acquired, and
which eLearning tools are you most familiar with? And most
importantly, what are your biggest success stories? There is a
good chance you will find your talent in the clients you helped
the most. Once you have your list, you can narrow down your
experience into a few things that you are good at and also
enjoy doing.

“The first step to finding your niche

is figuring out where your talents and
skillsets lie. Start by writing down your
full professional history.”

You have all your strengths and areas of expertise down, but
what about your weaknesses? Everyone has a few; it’s nothing
to be ashamed of. It will take some honest soul-searching to
find yours, but it will be well worth the effort. Since your niche
is developed around your strengths, knowing your weaknesses
will get you there that much faster. Not to mention, you can
turn your weak points into untapped strengths, expanding your
eLearning knowledge and skillset even further.

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2. Find Your Passion And Pursue It

They say “do what you love and you’ll never have to work a
day in your life.” So, during those challenging first stages of
launching your eLearning startup, being passionate about what
you do is what will keep you going. To identify your passion,
go back to your experience. What was an aspect of the job
that you were excited to perform every day? If you’re coming
up blank, figure out what is something you’d love to do and
never had the chance to before. Maybe you are interested
in designing training videos or creating eLearning modules
for schools. Whatever it may be, find your passion and go for
it! Before you know it, your “job” will become something that
rewards you and fulfils you.

3. Set Your Goals For The Future

Businesses can take many forms, but they all have something in
common: a plan for the future. It doesn’t have to be a massive,
perfectly organized business plan which covers the next
decade. But, you need to have a clear image in your head about
where you want yourself and your eLearning startup to be in a
few years. For example, if you want to create a passive income
source that allows you to spend more time with your family, your
plans need to reflect that. Once you have your long-term and
short-term goals, you can decide which particular direction can
give you the life you’ve been dreaming of.

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4. Find Your Target Audience

When starting a business, it is vital to know who your customer
is. This way, you know how to design your content, how to
promote it, etc. Yet, many times, startup businesses are tempted
to broaden the spectrum of services they offer to attract a
broader audience. Unfortunately, this approach rarely works.
Therefore, identify which problems you can solve and find your
target audience. Talk to people you know, peruse forums and
social media, and figure out what people are talking about and
what their problems are. Which of them can you fix with your
talent and particular set of skills?

5. Identify A Gap In The Market

By now, you should have a great list of business options for your
eLearning startup. You might have even figured out how you
could implement them. However, you still need to check whether
your niche is actually filling a gap in the eLearning market. The
direction you’re considering might already be in high supply,
making you redundant. So, search keywords online to see how
many others are in the same niche as you. Your existing clients
can also tell you how they think their needs could be better met.
Check what your eLearning competitors are working on and if
there is a noticeable gap that you could fill. What can you do
to stand out in the crowd and create content that is superior
compared to others?

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6. Determine The Profitability Of Your Niche

Now that you have narrowed down your niche options, it’s time
to see if you can actually make a profit out of any of them.
An online search should be able to show you which specific
eLearning solutions people are searching for. If your keywords
have substantial search volume, it might mean that you have
struck gold. You can also check numbers in social media
groups. Active online communities point to an interactive niche
that likes to connect. Ideally, these pointers have led you to a
profitable niche that is in high demand in the market.

7. Don’t Be Afraid To Reassess

You now have all the tools you need to choose your eLearning
startup niche. All you have to do now is actually test your idea.
However, keep in mind that your choice is not set in stone.
If your idea doesn’t work the first time, you can always try
again. Keep testing out different niches or approaches until
you accomplish your goals. At the end of the day, the most
important thing is to never give up.

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Chapter 2

7 eLearning
Startup Business
Best Practices

Plenty of businesses are based on good ideas. However, being

able to turn your idea into a successful eLearning business is
what will set you apart from other aspiring entrepreneurs. Now
that you have decided on a specific eLearning niche, here are
some of the best business practices to help your eLearning
startup get off on the right foot.

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Chapter 2

1. Believe In Your Idea

This might sound intuitive, but it’s more crucial than you think.
You have this great eLearning idea and you believe that there
really is a market for it. Now, you just have to get other people
to believe in it too. Some genuine enthusiasm goes a long way
when it comes to attracting potential customers and even
funders. Besides, if you don’t trust 100% in your business, who
else will?

2. Establish A Clear Business Plan

Every business, big or small, started out with a plan in mind. Now
it’s time to make your plan. Figure out how you want to create
content that covers the eLearning needs you have identified.
Set out a frugal financial plan that will keep you afloat during
the first unstable stages of launching. Consider any hidden
costs that can pile up. Most importantly, remember to keep
it simple. Don’t try to stretch your business thin from the get-
go just to attract more clients. You can always expand your
knowledge base and the services you offer as time goes by.

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Chapter 2

3. Be In Open Communication With Your Audience

Knowing your target audience is the key to your business’s
success is what will turn occasional clients into loyal followers.
To achieve that, you need to establish an open communication
channel with your audience. Allow them to reach out to you
through social media, email, or your website. Your clients
can also give you valuable insights into the success of your
eLearning startup business if you just ask for their feedback. Ask
them what they have learned, how they implement their newly
acquired skills, and if they would like something done differently.

“Every business, big or small, started

out with a plan in mind. Now it’s time to
make your plan.”

4. Create Engaging Content

Considering that you have chosen a profitable eLearning
niche, there is probably some competition in the market. If you
want to stand out among your competitors, you need to make
sure that your content is of high quality as well as engaging
to your audience. The insights you gain from your constant
communication with your clients will help you design up-to-date
content that always remains intriguing to them.

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5. Trust Your Network

Every business needs some help, especially during its first steps.
Even the most accomplished entrepreneurs in the world value
the opinions of those around them. Invest some of your time in
building a network of experienced professionals and outside
observers. Their feedback and (hopefully constructive) criticism
will be essential in helping you see your startup in a different
light. Obviously, you don’t have to follow all of their advice, but
you’ll definitely benefit just by hearing and understanding it.

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6. Be Open To Outsourcing
When launching your own eLearning startup business, you want
to be on top of everything. It makes sense at first, as you want to
make sure you have control over every aspect of your venture.
However, come to think of it, there is only so much you can
achieve all on your own without compromising your efficiency
and productivity. So, identify the things that you’re not so good
at (or simply don’t want to do) and outsource them. When all is
said and done, you will realize that you have not only saved time
but also money.

7. Hire Smart People

The team you surround yourself with can be the deciding factor
in the success of your eLearning startup. Look for smart people
who can bring fresh ideas to the table and have a passion for
your niche. Don’t avoid overqualified employees for fear of
being overshadowed. Your expertise combined with their skills
can take you one step closer to realizing your vision.
Chapter 3

How To Launch An
eLearning Business
With Limited
Resources

Launching an eLearning business on a tight budget is different

than launching without any resources. You can save money
by utilizing your intelligence, your expertise, your social cycle,
your time, and your general knowledge. But what will ultimately
help you save more is an original business idea. In a field as
competitive as eLearning, only a creative business angle can
set you apart and make your startup successful. More tips on
how to launch an eLearning business while keeping the budget
to a minimum are listed below.

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Chapter 3

1. Research Market
If you have an idea of the type of eLearning business you want
to launch, then the first step you need to take is researching the
market. So many startups have failed because they ventured
into a highly competitive field with nothing new and original to
offer. Therefore, before you blow your already limited budget,
take a moment to think: What are my competitors offering
their clients? Is there a visible gap in their services? Do I have
the necessary skills and tools to fill that gap? If you don’t know
where to start, reach out to other businesses in person or on
social media. Their insight is bound to help you start off on the
right foot.

“Marketing can make or break a business,

especially a startup. So, what are the
marketing choices for an eLearning
business with limited resources.”

2. Design Your Business Plan

A solid business plan can get your eLearning business off the
ground even with a limited budget. It will help you define your
vision and guide you through each step. So, this is the time to
design suitable content for your target audience, define long-
term and short-term goals for the growth of your startup, and set
out a realistic financial plan. That is, how much money do you
have available for the launch of your eLearning business. Take
into account your other resources as well, such as your contacts,
expertise, potential clients, etc. Don’t forget to keep it simple!
A complicated business plan could make you lose track of your
vision and would probably take your project over budget.

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3. Choose Creative Marketing Avenues

Marketing can make or break a business, especially a startup.
So, what are the marketing choices for an eLearning business
with limited resources? It is crucial for new businesses to invest
in improving their website’s SEO and overall traffic. A fool proof
way to achieve that is by enlisting your business’s website in a
specialized directory. Your online presence will be enhanced
while your unique selling points will be promoted to a targeted
audience. If your budget allows for it, a PPC directory listing is
an upgrade that could offer many additional benefits. For an
affordable fee, you can give your clients direct access to your
website and promote your eLearning business to niche markets
and locations. Usually, you are also provided with data reports
that are valuable for your marketing strategy. All in all, it’s an
investment you are unlikely to regret.

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4. Trust Into An Outsourcing Partner

When setting out to launch an eLearning business with limited
resources, outsourcing is not an option that immediately comes
to mind. Many associate solution providers with unnecessary
costs, but that is rarely the case. On the contrary, outsourcing
partners bring to your business a wide variety of tools and
expertise. Hiring an employee (or more) with the same set of
skills would definitely cost more. Another important benefit of
delegating tasks to an outsourcer is that you are left with more
time to focus on strategy and forward your company’s goals.

5. Use Multi-Purpose Tools

Usually, startups are a one-person show or a small team
of eLearning professionals. Throw into the mix their limited
resources and versatile, multi-purpose tools become a necessity
for them. You can opt to design or buy them off the market. Given
the sheer variety of available eLearning tools, it is safe to say
that there are options for any budget and any need. An example
of desired versatility is a learning material management tool that
doubles as a video conferencing platform.

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Chapter 4

5 Steps To Set The

Right eLearning
Price Point

Setting the right price point is a question all eLearning

professionals stumble upon when launching their eLearning
business. It is quite a challenging issue as well. Price too high
and you’ll drive customers away; price too low and you’ll fall
short of your financial responsibilities. Continue on to find out
5 tips to help you set a price for your eLearning services so that
you can be competitive in the eLearning industry.

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Chapter 4

1. Size Up The Competition

There’s a great deal of information you can gather just by
researching your competition, especially when your competitors
are successful and experienced. Specifically, if another business
is already selling a similar product (or even the same as yours),
you can check their prices and gauge how sales are going
for them. In addition to the total number of buyers, you must
also pay close attention to client reviews on your competitor’s
website. For example, if there are many negative reviews on
account of the product being overpriced, you might want to
consider setting a lower price for your business. But, be mindful
of the price point you set. You can’t go so low that you won’t
make any profit, and you can’t match their price or go higher if
you are unable to offer extra or superior services.

“There is a lot that goes into launching and

running an eLearning business. Therefore,
before you determine a price for your
eLearning services, you need to figure out
how much it really costs to provide them.”

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2. Consider All Costs

There is a lot that goes into launching and running an eLearning
business. Therefore, before you determine a price for your
eLearning services, you need to figure out how much it really
costs to provide them. We are talking about work hours, tools,
resources, salaries, and any other cost that you will have to pay
to complete an eLearning project. If an outsourcing partner was
involved, their fee must be accounted for in the asking price.
You should also consider operating costs, such as rent, utilities,
marketing expenses, taxes, etc., as well as future costs, such as
eLearning content maintenance. It’s crucial for an eLearning
business that is just starting out to be able to cover its expenses
before focusing on actual profit.

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3. Set Income Goals

Your eLearning business should not only fulfill your vision but also
provide you with a substantial income. You probably already
have an idea of the salary you would like to have, but now is
the time to get practical about it. How much would you have
to charge to reach your income goal? Let’s say you want your
eLearning course to bring in a monthly profit of at least $3,000.
That would mean that with a price of $100 you would need 30
new buyers to buy your course every month. Does that seem
feasible to you? If not, what is something you can change in the
pricing or the promotion of the product? Setting out these goals
will give you a clearer image of what needs to be done so that
you can accomplish them.

4. Content Determines The Cost

The way you have designed your eLearning content is what
will ultimately determine its cost. If your product is an online
course, incorporating multimedia, interactive exercises, and/
or simulations into it is bound to take a lot of time, skills and
expertise. Therefore, it’s no surprise that such a highly interactive
eLearning course will cost substantially more than an all text-
based online course. Besides, clients expect to pay more for
content that is more fun and engaging. When it comes to
courses, length is also an important factor. A one-hour course
will cost less than a course that consists of 5 hour-long lessons.
Gather feedback from your target audience to figure out which
content format and length they will find more appealing.

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5. Give Options
Always remember that there isn’t a single approach that will
attract all clients. Some clients have a very tight budget, while
others don’t mind paying extra for a well-made service that
covers their needs. Therefore, consider creating different pricing
tiers for your products. Start out with the “basic” version that
offers just a glimpse of your services. This can be free or very
affordable, and it will attract an initial batch of potential leads.
Then, you can launch a “premium” version that offers the full-
service package, with extra customer support, for instance,
at your desired price point. It’s an approach that works for
thousands of businesses, so why not for yours?

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Chapter 5

6 Skills EVERY
eLearning SMB
Owner Should
Cultivate

When you own a small eLearning business, you have to take on

an array of different day-to-day responsibilities all on your own.
Having practical knowledge regarding your particular niche
and line of work is crucial, but it takes more. For your eLearning
SMB to flourish, you need certain skills that cannot be taught
but can only be cultivated over time. Let’s see what those are
and why they are important.

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Chapter 5

1. Organization
Successful business owners know that organizational skills are
crucial, as they save you time and reduce stress. An eLearning
SMB—like any other business, for that matter—is made up of
countless moving parts. From everyday tasks to employees,
contact information, meetings, and financial responsibilities,
someone needs to make sure that everything runs like clockwork.
And that someone is you. So, if you want your business to deliver
on its promises, thus bringing in new clients, make sure that you
have all your tasks and information in order.

“Communication is crucial in taking your

eLearning SMB to the next level. Having the
ability to effectively and concisely convey your
message to your team and your clients is the
foundation of a successful business.”

2. Communication
Communication is crucial in taking your eLearning SMB to the
next level. Having the ability to effectively and concisely convey
your message to your team and your clients is the foundation
of a successful business. Good communication skills can also
help you draw in new leads and build beneficial and long-lasting
relationships with people who could be important for your
business. However, don’t forget that communicating is equal
parts listening and talking. Giving your employees and clients
space to express any frustrations or observations will help you
offer better services and improve your business overall.

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3. Leadership
Owning a business automatically makes you a leader. But what
makes an eLearning SMB owner a good leader? A business is
a sum of its parts. When a group of diverse personalities with
different lives gets up to go to work every day, they need to
have a clear and solid purpose to get behind. The strength
of a leader is measured by their ability to bring inspiration to
their purpose. They must be able to keep their vision at the
forefront and incentivize their team to strive for its completion
and continuous betterment. Leaders are also responsible
for preserving a strong work ethic of moral, hard work, and
dedication, as they lead by example. This ensures a long-lasting
and organic team of employees who are sure to bring in the
best results.

4. Time Management
There are only so many hours in a day and there is so much to
do when you own a business. Making phone calls, managing
employees, designing content, attending meetings...the
responsibilities just never end. So, if you want your eLearning
SMB to grow, time management is essential. In order to be able
to do that, you need to estimate and meet deadlines as well
as delegate tasks to the people who can complete them most
efficiently. You can even outsource projects or processes if
that time could be used elsewhere. Ultimately, time is the only
resource you can never get back!

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5. Lateral Thinking
One of the greatest challenges of being in business is the
unpredictability of it all. Anything could go wrong at any
moment. In fact, almost every day is a new chance for
eLearning SMB owners to hone their problem-solving skills.
Successful business people are quick-thinking and can make
fast decisions to adapt to any sudden changes in the market.
Sometimes, problem-solving requires some proactivity. That is
planning ahead for a potential problem or taking precautions
so that an issue never arises again.
Lateral thinking goes hand in hand with creativity, which is a
truly underappreciated entrepreneurial skill. Especially in the
eLearning field, the only businesses that can hope for enduring
success are those with innovative ideas. But, also, inventive
ways to tackle unexpected problems. So, don’t be afraid to think
outside the box. Look for fresh ideas and propose solutions that
have never been applied before. Who knows? You may discover
the next best thing!

6. Emotional Intelligence
We have all heard about a leader who is a “people-person”
or just has great social skills. Usually, those are the people we
would say have high emotional intelligence (EQ). They are the
people who can attune themselves to other people’s emotions,
an ability that makes them great at conflict resolution. They
also have the ability to practice control over their own emotions.
For example, if they are in a stressful situation, they can remain
calm and figure out a solution instead of lashing out at their
team. All in all, a leader with high EQ can carry themselves with
confidence, inspire their team, and create a safe and balanced
work environment.

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Chapter 6

6 Tips To Build
A Strong Team
Dynamic In Your
eLearning Business

In recent years, the importance of teams within a business has

risen substantially. The main reason for that is the benefits that
synergy brings. Groups can make better decisions and bring in
better results than an individual working alone. However, for
a group to be productive, they need to be close together and
collaborate organically. Here are some tips on building a strong
team dynamic for your eLearning SMB.

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Chapter 6

1. Establish Goal Clarity

A good leader knows that for a team to operate, they need
to have a clear set of goals they can work toward. So before
thinking about improving your team, work on defining your
purpose. Goal clarity keeps the team working in the same
direction and basing their decisions on whether they promote
the goal or not. This will allow the group to make unhindered
decisions without having to constantly consult you, thus
promoting efficiency. Of course, there will be times when an
issue is more complicated and will require you to step in, but it
will happen considerably less often.

2. Promote Open Communication

Communication is key in building a strong team dynamic. The
members of your team must feel confident to speak their minds
and support their ideas. Promote regular group discussions
where they can exchange new ideas, projects, and feedback.
You, as a leader, also need to be part of the discussion. Ask for
and offer feedback on an individual and group level. This way,
issues can be quickly addressed and resolved. Not to mention
everyone will know where they stand and if their performance
is satisfactory. At the end of the day, effective communication
builds strong relationships and an even stronger business.

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3. Respect And Empower

It’s natural to want your employees to feel a part of the team,
but don’t forget each and every one of them is an individual
with their own personality. So, if you want everyone to perform
well within the group, you must respect and honor them for their
unique abilities. This will prompt them to respect each other
as well, promoting a supportive and safe work environment.
It is also important that your team feel empowered to make
decisions regarding their work. Of course, it is up to you to know
when a team is ready to take on such responsibility so that
your eLearning SMB doesn’t suffer the consequences of a bad
decision.

“It’s natural to want your employees to feel

a part of the team, but don’t forget each and
every one of them is an individual with their
own personality. So, if you want everyone to
perform well within the group, you must respect
and honor them for their unique abilities.”

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4. Set Clear Roles And Responsibilities

Does everyone on your team know exactly what their roles
and responsibilities are? Can they describe every other team
member’s role? If your team can do that, it means that they
have a clear idea of what is expected from them as well as
every other member of the team. Keeping everyone’s place in
the team distinct means that no one is stepping on someone
else’s toes and everyone feels appreciated. It also helps your
team know who to turn to for help depending on the challenge
they are facing. This all increases group efficiency and
collaboration.

5. Use A Reward And Accountability System

Preaching to your team about teamwork is only going to get
you so far. For your team to actually believe in working together,
they need to be held accountable (or rewarded, of course) for
their combined performance. We can’t expect people to work
together for a common cause, only to be judged individually
when performance assessment time comes around. This could
have an adverse outcome, with everyone trying to promote
themselves instead of the team. Therefore, assess employees
on their personal as well as their team contribution. This way,
everyone will understand that teamwork matters and that the
better team players they are, the more they will be rewarded.

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6. Diversify
As a leader, it is important to remember when building your
eLearning SMB that your team can only benefit from diversity.
It is up to you to define what “diversity” means. It could
refer to different ages, backgrounds, experiences, opinions,
cultures, genders, etc. All that matters is to make sure that your
employees feel like they are a part of a welcoming and non-
judgmental environment that supports innovation and breaking
the norms. You can benefit from diversity too, as it will ensure
that your decisions and the content you offer are always well
informed.

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Conclusion
You now have established your eLearning startup, for
which you have worked so hard. But don’t forget that
your business can only remain successful by continuously
evolving. Just as eLearning, your startup is always a work
in progress. Monitor client feedback to fine-tune processes.
Keep your eyes open for new opportunities that could
expand your clientele. Attend workshops and become
a part of the eLearning community to keep track of the
trends.

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Christopher Pappas
Founder of eLearning Industry Inc.

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