How to Start an Online Course Business (Before Content)

Starting your own business is sunshine, lollipops, and rainbows... until you have to actually do the work. You probably found yourself pondering upon questions like: How do I even start? Where do I find my students? What if no one buys my course? 

Yet, when you have an actionable plan written down, you find that executing everything becomes easier. That is how this guide will help you. To make sure you can have your course business running in the easiest way possible, I consulted with other course creators and included examples of how they were able to start theirs. 

Spoiler alert: None of them started their course business by creating the course content. I know you feel excited to turn your idea into content. But every business starts with a little bit of planning. Let’s find out where you need to get started instead. 

#1 Niche down 

Starting an online course business is like starting any other business. You want to understand what problem you solve and who you serve.

If you were to open a restaurant that serves sushi, burgers, pizza, and tacos all at once, you would more likely confuse people. The same is true with your course business.  If you try to teach everyone, you will attract no one. That is why niching down is a must.

A niche is a specific, focused area within a larger market. For example, instead of "fitness," you teach "strength training for busy moms over 40." Instead of "marketing," you go for "email marketing for handmade product sellers." The more specific you get, the easier it is to attract the right people. These are people who feel like your course was made for them.

Gillian Perkins, who has her course business herself, describes this brilliantly:

“It is way better to be a big fish in a small pond than to be a tiny fish lost in a sea of competition. So, start a type of person that you want to serve.”

 

Gillian Perkins

YouTube coach

So, how do you pick a niche that can make a profitable course and speak your heart?

Start by listing three categories:

1. Things you love talking about (your passions)
2. Things you are good at (your skills and experience)
3. Things people struggle with and would pay to learn (market demand) 

Take your topics from the first two lists and cross-check them with the third. If you love something and you are good at it, but nobody is actively looking for courses on it, it may not be the best choice. On the other hand, if there is something you enjoy and have experience in, and people are actively searching for solutions, that is a strong niche. 

To get even clearer, test your top choices with the Three P’s Method:

• Passion – Would you enjoy teaching this topic for months or years?
• Profitability – Are people already buying courses, books, or coaching on this?
• Practicality – Can you create lessons that actually help people get results? 

Check the demand

The first point (passion and experience) is clear. Yet, how do you know if people are buying such courses or not?

Look at problems people already pay to solve. Go to Amazon Books, Udemy, or YouTube and search for topics that interest you. What courses, books, or videos are getting tons of engagement? What are the bestselling topics? If people are already spending money or time on something, it is a sign there is a demand. 

For example, if you search on YouTube, you can especially check the “Popular videos” section of a creator on your topic. For example, if I am looking to create a management course, I will check some popular creators on YouTube. Here is an example of that. 

Another way you can validate that is by asking your potential students directly. In an interview with me, Jessica Koch, who is a sales consultant, mentioned she uses interviews to understand what her clients need courses for. 

“I conduct article interviews where I say, I'm just going to ask a few questions. I'm writing an article about topics in this area and gathering that data of what really interests them, what the problems are. And even you can research what people are googling because that'll sometimes give you an idea of what's being asked, what people are googling in the middle of the night.” 

 

Jessica Koch

Sales Consultant

Get as specific as you can 

Once you find a broad topic with demand, get specific. Instead of "personal finance," maybe you can make it "how to save for a house as a student." A good test? If you can easily picture the person who needs your course, you are on the right track. If it feels like anyone could take it, you probably need to niche down more.

After this,  you will have a clear message, a focused audience, and a way to stand out from all the other courses out there. 

If you still cannot decide, check out our guide on the top 10 niches and best ideas for your online course business.

#2 Choose your online course business model 

Starting an online course business is not just about teaching. It is about choosing how you want to sell your knowledge. That is where your business model comes in. Your business model determines how students will access your course, how you will earn money, and how your course fits into your long-term strategy.

There are several ways to structure your course business course creators usually go by. And each one works best for different students and goals. 

1. One-time payment (lifetime access)

This is the classic model. You create a course, you set a price, and students pay once to get lifetime access. It works well if you want a clear, upfront income and do not want to commit to ongoing updates in terms of new course content. 

This model is best if you are getting started or creating evergreen courses. 

For example, Papy Saygbay, a course creator at Uteach, teaches voice-over techniques to beginners.  He has a fixed price for his course, and anyone who purchases the course gets unlimited access to his video and materials. So, in his case, the students pay once for a one-time content. 

2. Subscription/membership model

Another common option is starting a membership. Instead of selling a single course, you charge a monthly or yearly fee for access to multiple courses, ongoing content, or a maybe community. This creates recurring revenue, meaning steady income every month. However, it also means you need to keep producing new value to retain members.

So, if you want to provide ongoing support, new topics, and community-based teaching, you can start here. 

A nice example of this model is Mathew Storer’s photography membership program. His membership covers things like course access, free presets, printable materials, personal support, bonus content in PDFs, group support, and much more. What is great about his model is that Mathew also created tiers for his program. So, depending on the plan they choose, the students get a different level of access and support.  

3. Cohort-based courses (Live + interactive)

In this model, students start and finish the course together. There are live sessions, assignments, and interaction with the instructor (you). It is more expensive than a pre-recorded course, but students get a high level of engagement, accountability, and results.

This approach is better for skills that require feedback. An example of a live cohort experience is Jan Keck’s training programs. Once people join his program, their learning experience begins right away. Because Jan makes sure they have things to do before the cohort is set up and everyone is ready to join the training and experience learning live. 

4. Coaching 

Here, you offer a course plus one-on-one or group coaching. Students go through the course materials on their own, but they also get direct support from you. This allows you to charge more while keeping a structured curriculum.

If you want to mix teaching with coaching, premium pricing, and personalized guidance, you can decide on this model. 

Here is an example of an interesting coaching approach by Mick Rutjes. His main programs include regular coaching sessions. But those who want can get an exclusive experience by traveling and getting coached at the same time. 

Besides this, you can also self-publish a book to monetize your knowledge using the internet, as Ali Abdaal likes to describe it. 

“One of my friends self-published a book, and in the last few years, he’s made over a quarter of a million dollars from his book. And anyone in the world can just write a book on Google Docs and export it as an EPUB, and now you have a book that you can sell on Amazon.” 

 

Ali Abdaal

YouTuber, Author

Learn more: How to Self-Publish a Book and Make Money: 7 Insider Secrets

Which model should you choose?

• If you want passive income, go for a one-time payment or membership.
• If you prefer hands-on teaching, consider coaching or a cohort-based course.
• If you want long-term income and community, a membership model is the way to go.
• If you like high-ticket offers, combine a course with coaching.

#3 Create a business plan 

And now we are talking business. 

You are probably thinking, “Why do I even need a business plan? Isn’t online course business all about my course content?”. Partially, because you do not only need creator minds, you should also get into an entrepreneurial mindset. 

A business plan gives you direction, clarity, and a solid strategy, so you are not just creating content and hoping for the best. It helps you understand your audience, position yourself in the market, and plan your growth. It also prevents you from making costly mistakes. 

You think what if I price too low? What if I do not get enough students to support my course business? The answers to all of these questions we will find with your business plan. The key elements you should think about include the following. 

Your message 

Your message is what lies at the core of your course brand and marketing. It tells people who you are, what you stand for, and why your course exists. Think of it as your mission statement. A simple formula to create this is:

I help [target audience] achieve [specific result] through [your method].

Let’s find your message as you answer the following questions. 

• What problem do I solve?

People buy courses to fix a problem or achieve a goal. What is the specific problem your course helps with?

Let’s say you have a course about productivity. But people have different reasons why they may not be productive or want to be more productive, right?  So, instead of just saying, "I help people be more productive," you can say: "I help overwhelmed entrepreneurs create a structured daily routine so they can grow their business without burnout.". As you can see, we target the problem of burnout as a result of not having a structured routine. 

• What results do I provide?

Students want to know what they will walk away with after taking your course. The best way to explain this is with outcomes․ Think about what skills they will gain, what changes they will see, and what they will be able to do, and include that in your messaging. 

For example, if your course is about freelance writing, maybe you promise how they can build a portfolio without much experience. 

• Why should students choose you? 

This is where you highlight what makes your course different. Maybe you have a unique experience, a proven method, or a teaching style that works. Maybe your course includes hands-on support or covers a niche that others ignore. 

That can become your unique selling point. 

Your audience 

We want to design a course that students actually buy. So this pillar of your online course business plan helps you understand:

• Who needs what I teach? 

Are they beginners, professionals, business owners? What problem are they facing, and what goal do they want to achieve? For example, if you teach social media marketing, your audience could be freelancers who want more clients or small business owners struggling to grow their brands.

• What does my ideal student profile look like?

A clear profile makes it easier to access your course content and marketing. For example, your student can be a 30-40-year-old business owner who wants to grow their channel but does not understand YouTube’s algorithm. They prefer step-by-step tutorials over long lectures. The more details you can know, the better you can build your course experience around it. 

I asked Uwe Jens Gemba, who helped people build their online schools, how we can create a course the audience can really relate to. Once again, he emphasized the importance of knowing your audience. 

“Ask what does the student want? Where do they live? How can I attach what I have to the world this person lives in and then create a connection between us, or between the content and the person, and get going?” 

 

Uwe Jens Gemba

Edupreneur

• Where does my audience hang out?

Are they in Facebook groups, watching specific YouTube videos, or asking questions on Reddit? Go there, read their comments, and take notes on their biggest struggles. This helps you create a course they actually want.

Your market 

No matter what niche you are teaching in, chances are there are hundreds of courses on those topics already. Yet, this does not mean you should get discouraged and abandon the idea. On the contrary, it is a good sign people are paying for this information. 

To understand the market, you can make a simple table and list

• Who are the top competitors in your niche?
• What are they offering and charging?
• What gaps can you fill that others are missing?

A simple way to do this is by reading course reviews. Find what students love about existing courses and what they complain about. Those complaints? That is your opportunity to do better.

Investments and costs

You also want to set your budget and calculate costs before jumping into creating your course content. But let me tell you, course creation is a business that does not require lots of investment. 

Your main costs can include:

• Course platform subscription
• Marketing tools and costs
• Video and audio equipment, if you plan to record 

Learn more: How Much Does It Cost to Develop an Online Course

To get started easily, download our free business plan template, answer the guided questions, and finish your business plan in less than an hour. 

#4 Build a personal brand and positioning 

Branding is not just a logo or a catchy name. It is what people think of when they hear your name. It is the trust, credibility, and personality you build over time. And yes, this starts before you even create your course content.

For example, when they mention “productivity,” the first thing that comes to my mind is James Clear and Ali Abdaal. Is it their logos or a course or book name that I think about? No, it is the experience that they created and a brand image. 

Of course, this does not happen overnight. Branding takes time, but it pays off. A strong brand means people trust you before they even see your course. It means they follow your content, engage with your posts, and when the time comes, they are ready to buy from you. 

So, how do you position yourself? 

• Decide what you want to be known for. If you teach sales, are you the “no-fluff sales coach” or the “story-driven closer”? Your unique angle makes people remember you. Also, your brand is not just what you say. It is how you make people feel. Do you make them excited about learning? Do you break things down in a way that finally clicks? Your style, your stories, and even your tone of voice create an experience.
• Once you have that, start showing up where your audience hangs out. Share helpful, valuable content around your topic. Teach for free. Answer common questions. Share insights, stories, and behind-the-scenes lessons. If people find your content useful, they will start to follow and trust you. 

You know what the best part is? Instead of chasing students, they come to you. Instead of convincing them to buy, they already see you as a source they can trust. This is why you should not wait until your course is ready. So, by the time your course launches, you will have an audience that trusts you and is ready to buy. 

An example of strategic branding is Marie Forleo. No matter where you contact her, like her website, email, articles, social media, or podcast, you instantly understand who she solves a problem for. 

#5 Grow your audience 

You might have great content for your course, but if you made no effort to build an audience WHILE you were working on your course content, then you end up with zero sales after launch. There are three main channels you can focus on to have people who are interested inyour course as you are working on it. 

In an interview with me, Jessica Terzakis, who coaches creators on building successful course business, emphasized the importance of building your audience from day one. 

“You have to be building an audience, talking about what you're doing, giving some sneak peek behind the scenes. And when I've seen clients do this where they're talking about the journey of creating the course, they're dropping kind of breadcrumbs or hints as they're putting it together, they're much more likely to get better results than someone who tells their audience nothing about it until it's ready to launch”. 

 

Jessica Terzakis

Creator, Business Consultant

Organic and paid traffic 

There are two ways to attract people to your course: organic traffic (free, but takes time) and paid traffic (faster, but costs money). Both have their place, but if you are just starting, organic growth helps you build credibility and a loyal audience.

Organic traffic comes from consistently creating valuable content. These can be your blog posts, YouTube videos, LinkedIn posts, Instagram reels, or whatever fits your audience. The trick is to be where your audience already spends time and share insights that make them think, “Wow, I need more of this.” 

So, try to answer common questions with your content and show people how to solve their problems. When they see you as a trusted resource, they will want to learn from you.

Paid traffic speeds things up by putting your message in front of the right people instantly. Facebook, Instagram, and YouTube ads are great for this, but ads only work if your messaging is clear.

TIP: If you do not know who your audience is, you will burn money fast. Before running ads, test different content organically. See what topics get engagement, then use those insights for paid campaigns.

Email list with lead magnets

The way people come before they enroll in a course is a long one. It is not like they magically find your website, read the course description, and click “buy.” Yes, this potentially can happen. But 99.9% of the time, they research and get on a journey with you. 

The idea is you want to capture their contact information as they show interest in what you do. How can you do it? With something as simple as a lead magnet. A lead magnet is a free resource people get in exchange for their email.

Some ideas you can implement include: 

• a free mini-course
• checklists or templates
• a free webinar
• a quiz on your website

For example, for his course “Part-Time YouTube Academy,” Ali Abdaal uses the quiz as his lead magnet. 

You can start viewing your email list as your customers. Which does not mean you should jump and send them promotional emails. 

A good rule in email marketing is to send 80% helpful emails and 20% promotional emails. In his book “Jab, Jab, Jab, Right Hook,” Gary Vaynerchuk popularized the idea that brands should primarily provide helpful content before making an ask. 

Download our free guide, 7 Special Tips To Build Email List, to get started. 

Community building 

A community makes your audience feel connected, not just to you but to each other. This creates a sense of belonging, which leads to higher engagement and more sales.

You can build a community in different ways:

• Using groups on social media
• Using the community feature of your online course platform 

For example, Uteach gives you an opportunity to create communities around your courses and monetize them. Here, your students can engage in discussions on your course topics, ask questions, post, respond, and network with each other. 

#6 Create your online course content 

We reached your favorite step of this process. Now, we finally talk about the creative side of your online course business. We did tons of research on the stops above. And now, it is time we reflect on that and build the course around it. 

Reflect on your course outcomes

Before you jump into developing your course materials, think of the outcomes and results you want to provide your learners, as we discussed earlier. 

“When we start creating a course, the first thing that people think about is the content. I have all of these things that I've created. Can I put them and structure them into a course? However, that's not the best place to start. The best place to start is to think about the actual outcome of your course”.

 

Mariana Pena

Instructional designer

Make sure your outcomes are 

• Specific and measurable
• Contain an action verb 

These decide the next steps in your course content creation. Here is an actual example of learning outcomes for a photography course. 

Build your course outline 

A course outline is a roadmap for your course. It is a structured plan that breaks down the entire course into its main topics, lessons, and key concepts. Curriculum developers advise you to include the following in your course outline:

• an overview of the course,
• learning objectives, 
• topics to be covered, 
• the order of the modules, 
• additional resources and assessment

Related: How To Create a Course Outline The Easiest Way with a Template

Create the actual content 

When creating the actual content for your online course, you want to ensure it is diverse, engaging, and aligned with your course goals. Here are some essential types of content you can include:

• Video lessons. Video is one of the most effective ways to deliver information. You can create talking head videos, screen recordings, or animated videos. 
• Text-based materials. Some learners prefer reading over watching videos. Include PDFs, eBooks, or written summaries of your lessons. This gives students a chance to revisit key concepts at their own pace.
• Quizzes and assessments. Use quizzes to assess learner understanding at the end of each module. 
• Worksheets and templates. Include practical exercises or downloadable worksheets that students can complete to apply what they have learned. 

Related: How to Design Course Content: Your Guide to Make it Efficient

#7 Be ready to launch and scale your business

As you launch your business and are now more confident in what you do and what you want to achieve, you may feel that there is a need to automate or delegate certain tasks. At the end of the day, managing courses is a lot of work. That is why it is always a good idea to build a team and hire people. 

Jessica Koch started her business with a team, and she mentions that a team is what helps you to scale. 

“Avoid doing it all by yourself. I have a virtual assistant membership team. Have a team, you know, because anybody can afford a team at this point, there's lots of affordable options, but also have, people that collaborate with you.” 

 

Jessica Koch

Sales Consultant 

And who do you need? If you are the subject matter expert of your course, you may need 

• A virtual assistant to handle emails and support. 
• A video editor to have professional videos
• A marketing expert to help you 

They do not have to be long-term hires. At first, you can hire freelancers on platforms like Upwork or Fiverr. 

Get ready to handle registration and taxes 

Let’s not forget the not-at-all-funny part of your business. Which is thinking about your business registration. Depending on your region, you can have your company registered as 

• Sole proprietorship
• Limited liability company (LLC)
• Partnership 

Since we want to work smarter, not harder, research what works best for your country and how taxes are handled. 

Online course business examples 

The steps we discussed are the key pillars you should pay attention to when building your course business. Yet, it does not suggest that there is this one formula that helps everyone start and grow their business. You may have a different approach to course creation or a different philosophy when it comes to marketing the course. You even have different priorities in terms of online course business growth. 

Let’s look at different business examples and see what potentially makes them successful. The examples discuss what solutions Uteach clients provide with their course business. 

Alliance Training and Testing  

Angel Rodriguez is the founder of the Alliance Training & Testing. He offers courses for unarmed and armed security guards who need to get their licenses and work officially.  

His business really started to grow after Covid. And Angel Rodriguez used the current events to his business advantage. Here is what he shared in an interview with me:

“Back in 2012, I started training in-person classes. It was not allowed in my sector until Covid hit. That's when the industry really did pivot. And as a result, I kind of pivoted along. And I was one of the first in the state of Tennessee to offer online training across the state”. 

 

Angel Rodriguez

Course creator at Uteach 

On his website, students can clearly see 

• The outcomes they receive from the course
• The requirements for the training
• The results they can achieve as a result of the training 

Learn IELTS 

Michael Lang has been teaching English for more than 15 years. And now, he continues monetizing his expertise by helping students achieve success in their IELTS exams. 

He offers a one-time subscription for his bundle course. Yet, he also offers a membership program as another model for his course business. Besides just ILETS lessons students can schedule an appointment with Michael to determine their language level and potential lessons they will need to improve. 

B2B Digital Academy 

Francesco De Nobili is the founder of Digital Academy. He mainly focuses on offering pre-recorded courses with one-time payment. 

He teaches how to use LinkedIn for sales by his own example offers courses on LinkedIn Ads, ChatGPT for daily interactions, web analytics, and more. He has a rich digital blog that covers everything about lead generation, marketing, and LinkedIn. 

FAQ on how to start an online course business 

• What are the most cost-effective ways to develop online courses? 

You do not need fancy equipment or a big budget to create a great online course. Start with what you have. Your smartphone can record high-quality videos, free tools like Canva can help with slides, and platforms like Zoom or Loom let you record screen tutorials. Keep your setup simple. Clear audio matters more than a perfect background.

When it comes to platforms, choose an all-in-one course platform that handles hosting, sales, and student management. Many offer free trials or affordable starter plans. Focus on delivering value through your content, not expensive production. A well-structured, engaging course will always win over a fancy one that does not address the student’s specific needs.

• How much money do you need to start an online course business? 

You can even start with $100 if you keep it simple. If you already have a phone, a laptop, and an internet connection, you are good to go. Free platforms like YouTube, Google Docs, and Canva can help you create and organize content without spending a dime.

If you want a more professional setup, expect to invest anywhere from $100 to $500. This could go toward a good microphone ($50–$100), basic lighting ($30), and an affordable course platform ($30–$100/month). The biggest cost is usually marketing, but you can start by building an audience organically through social media and email lists. 

• What are the essential tools needed for creating quality online courses? 

You do not need a studio setup, but a few key tools will make your course look and sound professional. A good microphone is non-negotiable. Sometimes, clear audio matters more than perfect video. If you are recording yourself, a decent webcam or smartphone camera works fine. Make sure you have basic lighting because you do not want to look like you are in a horror movie.

For content creation, you can use screen recording tools like Loom or OBS Studio, as well as presentation software like Canva or Google Slides. If you are editing videos, beginner-friendly tools like CapCut or Descript get the job done. And, of course, you need a course platform to host and sell your content. For this, choose one that fits your needs and budget.

• How can I reduce marketing costs for online course business? 

If you are not ready to spend on marketing yet, you do not have to. Focus on organic marketing first. Build an audience on social media by sharing valuable content related to your course topic. Post consistently, engage with your audience, and use platforms like Instagram, LinkedIn, or TikTok, wherever your ideal students hang out.

Also, use email marketing by offering a freebie (like a checklist, mini-course, or guide) in exchange for emails. This way, you grow a list of potential students without spending on ads. Plus, you can build partnerships and networking opportunities. For example, have guest posts on relevant blogs or get featured on podcasts. It takes time, but organic marketing saves you money and builds long-term trust.

• What is the best platform for online course business? 

The best platform for your online course business is Uteach. Why? Because it is an all-in-one platform that lets you create, sell, and manage your courses without needing to spend like crazy. You get everything, like website builder, course hosting, live lessons, quizzes, certificates, and automation tools to run your business smoothly.

On top of that, Uteach is one of the most affordable platforms and offers the best value for your money. It does not limit your creativity by the number of courses or products you can create for each tier. Start your free trial today to build and grow your online course business.