Taking a Bestselling Problem-Solving Methodology to a Global Online Audience
The Challenge
Our clients, Charles Conn and Rob McLean, are the authors of the best-selling book Bulletproof Problem Solving, which sold over 150,000 copies in five years.
They translated their problem-solving methodology, developed across decades as McKinsey & Co. Managing Directors, into an online course. The course was previously released on other platforms, but had reached only a handful of learners and lacked a viable route to market, with no partnership in place with the major learning platforms where the target audiences actively search for upskilling content.
Recognising our education sector expertise, Charles and Rob initially engaged ConceptSix for growth strategy advice, aiming to make the online course as successful and impactful as the book.
The Solution
Developed a growth strategy that identified target audiences (consultants, finance professionals, tech investors, designers) and the most effective channels to reach them, including benchmarking leading distribution platforms against key criteria (course fit, audience reach, pricing flexibility and partner economics), modelling pricing scenarios and partnership terms, and recommending Udemy as the primary launch platform based on its reach into target professional segments and low cost-to-list model.
Translated the growth strategy into a go-to-market plan to take the course live, defining launch sequencing, pricing, platform setup requirements, and the marketing activities needed to drive initial enrolments.
Redesigned elements of the course content and structure to suit the Udemy format, rebuilt key material to lift learner engagement and SEO, finalised pricing, and managed all administrative and compliance tasks to take the course live within tight timeframes.
Lead ongoing marketing execution in partnership with the authors across LinkedIn paid campaigns, email sequences to existing networks, organic content on Charles and Rob’s personal channels and outreach to client and partner networks.
The Impact
Charles and Rob recognised the quality of our growth strategy, describing our advice and documents as “very well thought through and structured, clear and readable, no fluff.”
The course launched successfully on Udemy within tight timeframes and attracted 100+ enrolments and a 5-star average rating in the first weeks, earning Udemy’s ‘Highly Rated’ badge. It continues to perform well on the platform, driven by our support to drive thousands of organic impressions across their personal LinkedIn channels, building a sustained content engine that continues to convert audience attention into course enrolments and subsequent revenue from course sales.
Sectors
Education Industry