School for Moms
How we built an online academy for moms that 26K people went through in the first 3 months, and made $6M in revenue over 2.5 years.
I was raised by a single mom, who worked three jobs at once to support our family. I saw how hard it was, and I decided to create online education for complete beginners like my mom on how to earn a living online.
At 18, I teamed up with a friend. We had no marketing budget, so we looked for an influencer with a large audience we could partner with. We made a list of every CIS blogger with 3M+ followers and started reaching out.
The manager of one of these influencers replied. I was the happiest person alive! But not for long: then they ghosted us. We tried long messages, short messages, every approach. Nothing worked.
We couldn’t close anyone, so we decided to travel to one of them in person. The next day we were on a plane to Almaty. We texted them: “we’ll be in your city tomorrow. Let’s meet!”
We met. She was one of the biggest influencers in the CIS, with 5.8M followers at the time. They were surprised we’d actually come, and decided to work with us. We signed the contract the next day.
Then we started marketing on her page: we traveled across cities to meet moms and showed the learning process live.
We priced the program at $60 so more moms could afford it.
| Launch funnel | Result |
|---|---|
| Instagram story views | 450,000 |
| Lead conversion | 10.7% |
| Leads | 48,027 |
| Purchase conversion | 55% |
| Purchases | 26,415 |
| Average order value | $61 |
| Revenue | $1,608,160 |
In the first 3 months, we made $1.6M in revenue and $1.1M in profit with organic traffic only.
Netology’s 2021 Russian EdTech market research ranked our program #2 among influencers’ programs in the IT & Marketing category, with 31.9M total reach.
Here are a few messages from our students. Someone even bought their first car because of our program!
We created a 2-month program with video lessons, step-by-step guides, and mentor support throughout.
We also visited orphanages and raised money for children in need.
This project changed tens of thousands of lives: moms landed their first online jobs, learned new skills, made connections, and found friends.
I learned that you don’t need to have everything figured out to build something cool. You need to take ownership, find a way to make things happen, and be willing to do whatever it takes to get the first version off the ground.
