4 Entrepreneurs Making 6-Plus Figures Selling Online Courses

With the COVID-19 pandemic, the global economy has tanked. In the U.S., unemployment is at a record high and could reach 20 percent. If you have been laid-off or are seeking to supplement your income during these tumultuous times, it might be the moment to consider selling your own products or services online. The online course industry is estimated to reach $325 billion by 2025. Kajabi is a software platform that enables people to develop, market, and sell online courses and to build premium membership communities. Their most successful sellers are known as “Kajabi Heroes.” Here, four female Heroes share their inspirational stories – and their tips for how to navigate the current economic recession and coronavirus upheaval.

Morris, with long blonde hair and ripped jeans
Kayse Morris trains teachers in how to teach online. ESTEBAN ROBINSON

·  Kayse Morris

Kayse Morris is a self-described “small-town Southern girl,” former English teacher, and mother to four who has earned over a million dollars last year teaching online. She has a top-ranking podcast, The CEO Teacher, and over 40K followers on Instagram.

“I can’t find the words to tell you how drastically my life has changed in the last year or so,” says Morris. “It’s no surprise that teachers don’t usually appear in Forbes, but since I shifted my mindset and realized I – and every other teacher in the world – has the ability to succeed with the online education system, my life has transformed.”    Most Popular In: ForbesWomen

Morris teaches teachers how to jump headfirst into the online space by taking whatever they are passionate about in the classroom and making it a sustainable online business. While still in the classroom herself in 2013, she started selling teaching resources on Teachers Pay Teachers, an online marketplace where teachers buy and sell lesson plans. This gave her both financial freedom and a wake-up call: Helping other teachers was her life purpose. She pulled herself out of “extreme postpartum depression” and built an online business dedicated to helping other teachers succeed as she had.

“Welcome to a world where there is no ceiling and where you get to make an impact on your terms,” says Morris. “Immerse yourself in knowledge, follow it with definiteness of purpose, and take massive action. That is the secret to success. There’s room for everyone on the playground, and the world needs you to come and play along.”

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As for responding to COVID-19, Morris says that there is more opportunity now than ever for teachers to move their courses online. “The entire world is focused right now on taking its education efforts online. Teachers are morphing their skills to captivate young learners behind the screens of computers. This new education movement begins with you. Your impact, your new ideas, your new innovations. Buckle up teachers, the online space is about to see what we’ve known all along: Teachers make the world go round.” 

Gilbert, with long blonde hair, in a black cap looking at a laptop.
Stephanie Gilbert teaches women how to create social media management businesses. ESTEBAN ROBINSON

·   Stephanie Gilbert

Stephanie Gilbert is the founder of The Social Media CEO and CEO Yeah!, where she teaches women how to create scalable social media management businesses from the safety of their own homes. In 2019, she made over $100k on Kajabi. The Social Media CEO has 40K Instagram followers a private Facebook group with 300 members.

Before starting her own business, Gilbert spent almost 15 years in management and merchandising roles for multimillion-dollar fashion retail chains. In 2004, she dabbled in social media marketing, creating a MySpace page for a boutique she managed. At her last 9-5 job in 2015, she managed an Instagram account for the San Diego area of a major retail chain. That was when she realized that what she was doing for national brands could be replicated to help other businesses market themselves on social media.

Gilbert quit her job and started offering freelance social media marketing services to anyone. In less than a year, she went from doing everything herself with local clients to working with a small remote team on national brand accounts. She began to lead retreats. And then she figured out that she wanted to teach other people how to do what she was doing, making The Social Media CEO her full-time gig. Through her signature course, digital products, and online community, Gilbert helps social media managers create scalable, profitable businesses providing their services to other business owners.

Although when she started her business five years ago, Gilbert obviously didn’t know that she would be selling in the midst of a worldwide pandemic and economic recession, she feels she made the right choice. “Over the past few months, I’ve felt an even deeper sense of gratitude for the not-so-obvious-path I chose to take,” she says. “I have a stronger sense of purpose than ever and feel a responsibility to share everything I’ve learned about being successful online with others. ⁠My business continues to make money, despite the current circumstances.”

Here are some of the ways Gilbert has maneuvered around these strange times:

●     Offering an extra-extended payment plan on her signature course so new students can get started immediately without the financial burden of big payments upfront.

●     Hosting a flash sale for The SMCEO Clubhouse membership to encourage joining the engaged community, so new business owners don’t have to navigate their journeys alone.

●     Tweaking a popular, low-cost offer to include updated and additional resources that help social media managers pivot easily and continue support their clients during this time. 

“I haven’t continued with ‘business as usual,’ but instead have created additional ‘of the moment’ resources and updated my messaging to ensure it is self-aware and empathetic,” says Gilbert. “I genuinely want to help people get through this economic crisis.”

Frank sits in a chair, long black hair and black top.
Bonnie Frank coaches women in starting and growing online businesses. ESTEBAN ROBINSON

·  Bonnie Frank

Bonnie Frank is a former teacher and college professor who pivoted to entrepreneur thanks to Kajabi. She has tens of thousands of followers across several social media platforms as an online business coach.

Frank quit teaching because she found the rigidity of Common Core unbearable for her and ill-suited for her students. She opened her own business the very next day, creating courses and online coaching programs to help female entrepreneurs start and grow online businesses. With no formal business training, no start-up money, and zero online followers, not to mention significant discouragement from friends and family, Frank quickly succeeded. She worked hard, reading as much as she could, watching hours of free videos, and doing online webinars to teach herself.

“Success is a choice,” says Frank. “Don’t ever let anyone tell you that you can’t do it. You can! Someone else’s failure or fear of trying has nothing to do with you or your future. Choose success. It’ll be the best choice you can make.”

In terms of surviving the pandemic and economic recession, Frank says it’s important to come from a place of service. Some of the specific steps she has taken have been to:

1.    Create a free pdf download (available on her website) of free, sanity-saving activities to do at home. This list is for adults with and without children at home.

2.    Broadcast live numerous times a day on a variety of social media platforms and in other people’s online groups, detailing ways that folks can pivot their businesses to virtual and add additional streams of revenue with courses, membership sites and more.

3.    Conduct interviews on several podcasts about increasing streams of revenue.

4.    Produce additional episodes of her own Business Fabulous podcast on the topic of self-care.

Hawkins, with short curly blonde hair, sits in a chair.
Emily Hawkins is a career and life coach. ESTEBAN ROBINSON

·  Emily Hawkins

Emily Hawkins is a career and life coach with 22K followers on Instagram, 4.5K connections on LinkedIn, and over 300 clients. She is earning over $200K per year doing what she loves.

After 15 years working in supply chain for businesses of all sizes from Fortune 500 companies all the way down to a small startup, and having two children, Hawkins began to feel like “nothing was working anymore.” Her career started crumbling and she regretted having little time to spend with her kids. She spent one Thanksgiving weekend unshowered on her couch in a deep depression. This motivated Hawkins to make a change. She spent the next year reading personal development books to evaluate what truly mattered to her and figure out next steps.

Eventually, Hawkins realized that her life purpose is to “empower the unemployed, unfulfilled and unrecognized to find what they love in their life and put it in their work.” She built a course on shifting mindsets called LeaderSHIFT, and then created her flagship course, Market Me. This course gives clients the tools, hands-on guidance, and confidence to find and land a job they love.

“You don’t need money to start,” advises Hawkins. “Honestly, if you have an idea, you don’t need to spend a fortune to see it to fruition. You simply need a way to share it with the world. Kajabi solved this problem cheaply for me at a time when my bank account was about to run dry.”

In terms of coping with the Coronavirus crisis, Hawkins says the first step is to pause and listen. What is worrying your customers most and how can you shift your business to meet their needs? “Fear has the ability to stop people in their tracks,” says Hawkins. “It’s your job as a business owner to be the coach on the sidelines cheering them on. During a market shift, my message is always one of possibility because all change creates new possibilities. If you show up for people with no agenda, they will remember that.”

Follow me on Twitter or LinkedIn. Check out my websiteMeiMei Fox

MeiMei Fox is a New York Times bestselling author, coauthor and ghostwriter of over a dozen non-fiction books and thousands of articles for publications including… Read More

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Successful digital business transformation is a shift in mindset and heartset

John Hagel has more than 40 years of experience as a management consultant, author, speaker, and entrepreneur, and has helped companies improve their performance by effectively applying new generations of technology to reshape business strategies. 

Hagel currently serves as co-chairman of the Silicon Valley-based Deloitte Center for the Edge, which conducts original research into emerging business opportunities that should be on the CEO’s agenda but they’re not yet on their agenda. Before joining Deloitte, Hagel was an independent consultant and author. From 1984 to 2000, he was a principal at McKinsey & Co., where he was a leader of the Strategy Practice. Hagel is the founder of two Silicon Valley startups Hagel is also the author of a series of best-selling business books, including his most recent book, The Power of Pull. Hagel is on the faculty of Singularity University in the Corporate Innovation department.

John Hagel is a management consultant and author who specializes in helping executives to anticipate and address emerging business opportunities and challenges. Hagel has spent over 40 years in Silicon Valley.

To help us better understand the future of business model innovation, the importance of trust, and the psychology of a growth mindset, Ray Wang, CEO and founder of a Silicon Valley-based advisory firm Constellation Research, and I invited John Hagel to join our weekly show DisrupTV. Here are my 10 main takeaways of our conversation with John Hagel.


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The return of Infomediary – John Hagel created the term ‘Infomediary‘ 20 years ago — short for ‘information intermediary’. Customers would increasingly need a trust third party or personal agent to act on their behalf to help get more value from data about themselves. Three factors are shaping the infomediary opportunity according to Hagel: 1. customers are gaining power and visibility into options and becoming more demanding of services from companies, 2. digital technology is making it easier to capture and share information, and 3. customers are facing more choices of new products and services. The growth of the Internet and digital networks led to the need of having trusted data brokers. Hagel reminded us that artificial intelligence is quite stupid without data. If AI doesn’t have data, it is useless. The problem is not scarcity of data, but scarcity of trust. Trust is eroding in our institutions. In the absence of trust, you are not willing to share your data. Hagel believes that companies that will prevail in this world, and create the most value, are the ones who manage to rebuild trust with customers. People will share their data with companies that they trust most, when the companies demonstrate that they can develop value for their stakeholders. The more you can demonstrate tangible value based on the data that you provide, the more likely to establish long-lasting relationships – a virtuous cycle of creating value with mutual benefits to all. 

Trust is about people and we need to treat trust holistically. Hagel reminds us that trust is about people. Hagel also talked about the shift in the nature of trust. In the past, trust was about skill. Today, the focus of trust shifts from skill to will. The changing needs and evolution of skills is now about your ability to stay teachable – your willingness to learn and adapt. Hagel uses a pyramid model to describe the layers of trust. “To build deep trust with others, we’re going to have cultivate multiple layers of trust, with each layer building on the layer(s) underneath it,” Hagel.  The trust pyramid has four layers: 

  1. Humility. At the base of the trust pyramid is humility. It’s the acknowledgment by the person or institution that they will never have all the skills and resources required to address an expanding array of unanticipated challenges and obstacles. 
  2. Values and integrity. The next level of the pyramid focuses on intentions and values. Looking ahead, does the person or institution have a core set of values that will provide appropriate guard-rails for its actions, ensuring that it will act with integrity and a commitment to avoiding harm to others, regardless of the unexpected situations that emerge.
  3. Commitment to impact. That leads to the next level of the pyramid — is the person or institution committed to delivering impact that matters to me? That commitment has multiple dimensions. Since my needs and aspirations are unique to me — is there a commitment to understanding what my individual needs and aspirations really are? Equally important, since we live in a rapidly changing world, is there a commitment to anticipating how my individual needs and aspirations are likely to evolve?
  4. Excitement about impact. Commitment is important, but it’s not sufficient. To really trust someone or some group in terms of their ability to deliver impact that matters to us, it’s important to reach the next level of the trust pyramid — we need to see genuine excitement about addressing unexpected challenges in delivering the impact that matters to us. 

“Rebuilding trust in our institutions is an imperative. To succeed in this challenge, we need to address trust holistically. We need to recognize that the foundations of trust are shifting and that many layers of trust will need to be cultivated. We also need to address the opportunity to strengthen trust by connecting people into impact groups, so that they can become even more excited about the opportunity to deliver impact that matters to others. It’s ultimately all about people, finding ways to move beyond short-term transactions and instead build deeper and enduring relationships that can help all to achieve more of their potential.” — John Hagel

There are no experts of tomorrow. The label of expert is more suspect in a world of constant and accelerating change. The erosion of trust is also based on experts struggling themselves in terms of guiding us towards the future. Expertise is based on skill and experience from the past. What matters is excitement and passion for exploring, while maintaining humility and a beginner’s mindset. 

The bigger question is not  ‘how do we drive mindset?’ but rather ‘how do we drive the heartset?’ We have to focus on the emotions of what is driving people, behaviors, and actions. Hagel emphasizes the importance of focusing less on credentials and skills and more about what motivates and excites people to achieve more. 

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Cultivate the passion of the explorer. Growth of fear is now the dominant emotion around the world. How can leaders help move us from fear to hope and excitement? Hagel talks about the growing need to find and cultivate the passion of the explorer to achieve far more of our potential. Hagel advises executives to look inwards and go to the level of emotions. The mark of a strong leader is to get things done. But remarkable leaders are willing to show vulnerability and recognize the real presence of fear or uncertainty. Hagel studies extreme performance and found common elements in those environments. All the high performing leaders had passion about their work. They also had real fears. But because of their passion, they were able to overcome their fears, moving from mounting pressures to expanding opportunities. 

The three elements of passion for an explorerLong-term commitment to a specific domain and impact, questing disposition, and connecting dispositions. ” Explorers can realize their full potential in their chosen domain and contribute more value to the enterprise,” said Hagel. What are the key attributes of passion? “Passion is all about commitment to personal improvement. Passion is all about connecting with and developing, one’s own capabilities. Passion and engagement are not the same things. 

The two key dispositions, or orientations towards action, define the domain of passion:

  • Questing disposition: A constant desire to challenge and test oneself to see if we can achieve higher levels of performance and draw out more of our potential
  • Connecting disposition: An orientation towards connecting with others who share our passion or who can be helpful to us in addressing the challenges that we’re pursuing

The best teachers are lifelong students. I agree with Hagel, the smartest people that I know all share a passion of an explorer. Hagel also talked about companies focused on worker engagement. But how many companies are measuring and cultivating worker passion? Engagement means do you like what you do, do you like the people you work with and do you like your company. A passionate worker is thrilled about facing opportunities to change and grow. 

A shift from scalable efficiency to scalable learning is the key to relevance and growth. Automation has to be more than just reducing the workforce and reducing costs. Automation is about scalable efficiency. Hagel believes we must change the jobs of the worker to create more value. The routine tasks can be automated. Passionate workers in the right environment can create value but this requires a change in institutional models. The key is to shift from scalable efficiency to scalable learning. In a rapidly changing world, institutions must further invest in training and upskilling their existing employees. The most powerful learning is the creation of new knowledge – not learning in training programs that are sharing existing knowledge – in the working environment, through action, addressing unseen problems and opportunities. The models of efficiency and learning are at odds with each other. 

The lifeblood of your business is based on flows, not silos. Silo mentality is about capturing resources, protecting resources, and then extracting as much value from said resources (knowledge, budgets, headcount, market share, etc). In a rapidly changing world, it is all about how do you participate in a greater set of knowledge flows so that you can learn faster. I believe speed to value defines relevance which leads to growth. I also believe that to achieve optimal speed and minimum friction, institutions, and people must design an environment for optimal movement. 

How we respond to mounting pressure will determine our path to success. Hagel said that one way to face mounting pressure is to reduce our time horizon. When we shrink our time horizons we begin to adopt a fixed view of the world. The battle for resources leads to a win-lose mindset. The scarcity versus abundance mindset leads to loss of trust. This is the main reason we need to move from a fear mindset to one that is driven by purpose, passion, and the love of exploration. 

Focus is not about doing less. Focus is about doing more of what matters most. Hagel reminds us that when you find work that brings you joy, it is easier to respond to mounting pressures. Hagel is working on his 8th book right now. The book is about Hagel’s research over the past 40 years and the notion that business success is less about strategy and more about psychology. How do we move from fear to hope and excitement? What is the journey and the tools that we need to find the passion of the explorer? 

I highly recommend you watch the entire video conversation with John Hagel. Hagel is a brilliant thought leader and he shares incredible insights throughout our conversation.