Cómo iniciar una escuela de comercio de acciones con éxito en 2023

¿Es usted un experto en finanzas? ¿Tiene años de experiencia negociando con acciones u opciones? ¿Ha pensado alguna vez en compartir sus conocimientos y experiencia con un público más amplio?

Si es así, puede que seas la persona perfecta para poner en marcha un negocio de educación financiera, como una escuela de bolsa o una asociación de gestión de carteras.

I’ve personally worked with dozens of online entrepreneurs who’ve built financial education platforms. And in this article, I’ll share what I know about building these kinds of online businesses with you.

With the information you’ll learn here, you’ll be ready to hit the ground running when you start building your own financial education business.

Let’s dive in.

¿A quién quieres servir?

The first thing you’ll want to nail down when planning your financial education site is who you plan to serve. Who is your audience? Who do you want to work with?

Do you want to work with people who’ve never bought a single stock before? Or do you want to work with investors who are ready to debate the finer points of Fibonacci retracements?

When you know precisely who you want to work with, you’ll get a lot of clarity around things like what your offer will be, your pricing model, and how much you can charge.

For example, a brand-new investor who doesn’t have an E*TRADE account needs a lot more support and education than the guy with four monitors and an annual subscription to the Motley Fool.

I encourage you to spend as much time as necessary identifying your audience. Don’t skip this phase. I promise it will make all your downstream decisions much easier. If you need a starting point, consider going through a customer avatar creation process like éste de Digital Marketer.

Once you know your target audience, it’s time to move to the next step and solidify your offer.

¿Qué piensa ofrecer?

Now that you know who you want to serve inside your financial education site, it’s time to think strategically about your offer.

Let’s imagine that you plan on serving brand-new investors. Here’s a basic blueprint of a product you could create for them:

• Un curso de 30 días que ayuda a un nuevo inversor a mejorar su mentalidad monetaria
• A video library that shows a new investor how to open up all the key accounts they’ll need
• Un calendario de eventos en el que sus alumnos pueden confirmar su asistencia a las llamadas semanales de coaching en grupo.
• Acceso a una zona comunitaria compartida en la que los estudiantes pueden compartir sus victorias y obtener ayuda con sus dificultades.

An offer like this can be designed to help your students overcome the biggest challenges you know they’ll face in their journeys to becoming profitable investors. We’ll talk more about pricing and payment models in the next section. But for now, I’d love for you to think about whether this offer would work best as a one-time payment or a recurring subscription.

Now, let’s compare the previous offer for beginners to one that’s designed for the advanced trader. Here’s an offer that could work well for these students:

• Acceso privado a un canal de Slack en el que usted y su equipo estarán siempre disponibles cuando los mercados estén abiertos para elaborar estrategias de negociación diarias.
• Un vídeo de actualización del mercado de 10 minutos de duración que se envía a todos los estudiantes a las 9:00 a.m. EST todos los días.
• Una biblioteca de cursos de 7 módulos con formación avanzada, como el uso de Sierra Chart para planificar una posición en futuros de petróleo crudo.
• 1 monthly 1:1 coaching call with you to analyze your student’s portfolio

As I’m sure you can see, this type of offer is much better suited for advanced students.

Now, let’s revisit the question I posed to you above. Do you think this offer for more experienced traders would work best as a one-time payment or a recurring subscription?

I promise I won’t keep you in suspense any longer. In this next section, we’ll discuss the best way to think about pricing for your financial education platform.

Let’s Figure Out Your Pricing & Payment Model

A la hora de definir el modelo de precios y pagos para su empresa de educación financiera, tiene básicamente dos opciones: compras únicas o pagos periódicos.

Las compras únicas son perfectas para los cursos. Una vez que el alumno compra el programa, suele tener acceso a él de por vida.

Una compra recurrente es lo mejor para una afiliación o suscripción. Tus alumnos pagan una cuota cada mes por acceder a tus productos y servicios.

¿Qué modelo debe elegir para su empresa?

Here’s how I recommend you think about it:

Una oferta de compra única es ideal para ayudar a alguien a aprender una nueva habilidad, lograr una transformación inicial o darle una formación y educación limitadas.

Remember our example offer for beginners investors above? I would argue that this product is best offered as a one-time purchase product. Here’s why:

Compras únicas para cursos de educación financiera:

Someone who is brand-new to investing needs a lot of training and education. They are going to have a ton of questions, and likely experience a lot of friction in their journey. It takes sustained time, attention, and energy to consume all of the content they’ll need to get to the point where they’re ready to start investing.

Because of this, it makes sense to require a larger up-front investment on their part. An investment of say $997 requires a certain level of commitment to personal growth. And when someone makes that investment, they are far more likely to value the course they’ve bought and follow through with your program.

If you were to package this offer as a subscription instead – let’s say at $97 per month – when life gets hard and your student experiences friction and resistance, they might be tempted to cancel after 1, 2, or 3 months. Not only does this hurt your business, it actually hurts the progress of your students as well.

When you offer a product like this as a one-time purchase instead of a subscription, you ensure that your students keep access to the content they’ve paid for even when they may not feel like going through it. Then, even after moments of frustration and resistance, they’ll be able to return to your course and continue their journey.

El modelo de suscripción para sitios de educación financiera:

Now let’s look at the sort of offers that are best for recurring pricing models like a subscription.

A recurring payment model is best for when your customers have a “forever problem” and you can provide a “forever solution.” This idea comes from membership and subscription expert Robbie Kellman Baxter. If you’d like to listen to a deep dive on this topic, I highly recommend you check out este episodio de podcast con ella.

In the case of our advanced traders, they have a forever problem: the need for daily advice, guidance, and strategy about the chaotic movements of the stock market. Even the most advanced and experienced traders I’ve worked with continue to be in “pits” with other pros. It seems that isolation is a dangerous thing for traders, because of the volatile nature of the market.

As a financial expert yourself, you can offer your customers a forever solution to their problem: daily advice, guidance, and strategy about investing. This is an answer to a problem that won’t go away for as long as they are actively trading.

The reason this offer is perfectly suited for a recurring revenue pricing model is that the “product” you’re delivering to them is alive, dynamic, and unlimited. Look back on the offer for advanced traders, you’re giving them daily market update videos, access to a private Slack channel, and monthly individual coaching. These things trend towards services, while the course for beginners trends towards a pure product. As long as you are providing these services to your students, they should be paying for them.

Debido a que esta oferta para traders avanzados está diseñada para ayudar a sus estudiantes a ganar más dinero operando, usted podría incluso fijar el precio de este producto basándose en el ROI que honestamente cree que puede ayudarles a conseguir. Si alguien se suscribe a esta membresía, ¿está seguro de que puede ayudarle a ganar al menos $3.000 al mes operando? Si es así, podrías cobrar $300 al mes para ayudarles a multiplicar por 10 su inversión.

Cómo pensar estratégicamente en sus precios:

La razón por la que quizá no quiera ofrecer este producto como compra única, es que fácilmente podría estar mal pagado por lo que ofrece a sus alumnos.

Let’s say that you decide to forgo the subscription model for this product and charge a one-time, $3,000 fee. If someone sticks around in your membership for 3 years, each video you send them, and each coaching session they have essentially gets cheaper and cheaper.

If you deliver 3 years worth of videos and coaching to a student, they’ve only ended up paying ~$1,000 per year for your services. On the flip side, if you had adopted the $300 per month subscription, this same student would have paid you $10,800 for those same three years. I know which path I’d prefer.

¿Qué activos tiene ya?

Before we actually get to the building stage of you financial education platform, let’s consider something. What are your existing assets?

Are you truly starting from scratch, with no content, no website, no audience? Or, do you already have a website, or a podcast, or a YouTube channel, or a small-but-mighty following on social media? The assets you’ve already created can have a big impact on your next steps.

For example, let’s say that you already have a WordPress blog where you’ve been sharing your ideas about investing for a few years. If this is the case, it might make the most sense for you to add a private content area to your existing website. There are a number of ways to do this, but the most popular was is to use a Plugin de afiliación para WordPress o sistema de gestión del aprendizaje para proteger sus contenidos privados y cobrar a sus clientes.

Por otro lado, si todo lo que tienes es un canal de YouTube, puede que no tenga sentido que construyas un sitio WordPress desde cero sólo para alojar tus cursos o comunidad. En este caso, quizá sea mejor que pruebes tu idea con una herramienta de gestión de aprendizaje o comunidad alojada como Teachable o Circle.

The important thing for you to do is take stock of your existing assets and think about how you can build on what you’ve already done.

Once you’ve done that, it’s time to plan out how you’ll bring your big idea to life.

Es hora de elegir plataforma

When it comes to creating a membership site, online course, or group program, you basically have two options when it comes to deciding where you’ll build your platform: WordPress or a hosted solution.

Construir con WordPress

Si se decide por WordPress, tendrá que comprar un nombre de dominio, contratar un alojamiento, elegir un tema y abastecerse de plugins para su negocio.

Un ejemplo de pila de plugins para un sitio de afiliación de educación financiera o un curso en línea podría tener este aspecto:

• Elementor para su tema y constructor de páginas
• MemberMouse para la protección de sus contenidos y el cobro de sus pagos
• LearnDash para los módulos del curso y las pruebas de progreso
• bbPress para su zona comunitaria

Lo mejor de utilizar WordPress es que tienes un control total sobre las herramientas que utilizas y una flexibilidad ilimitada para crear tu propia visión. Básicamente, la ética de WordPress apoya esta idea: "Si puedes soñarlo, puedes hacerlo". Aunque WordPress en sí es técnicamente gratuito, tendrás que pagar por el alojamiento, los temas, los plugins y mucho más.

That said, the greatest strength of WordPress is also sort of its weakness. Because it is so flexible and customizable, it’s up to you to plan, design, and assemble your vision. This isn’t a “plug and play” approach that you can get up and running in an hour. Plus, the more tools you use for your online business, the more you’ll need to keep track of.

Elegir una herramienta alojada

If you choose not to go the WordPress route, you’re faced with finding the right hosted tool for the job. There are dozens of these tools out there. And they’re all designed to support different business models. You’ll need to do your own research to find the right tool for your business. But, here’s a list of the most commonly used tools and their use-cases:

• Enseñable para cursos en línea
• Kajabi para una herramienta "todo en uno" de sitio web, correo electrónico y cursos en línea
• Redes Mighty para la comunidad y eventos

While these tools are very powerful and practical, they do come with their own limitations. What I’ve seen happen time and time again is that entrepreneurs start their businesses with one of these hosted tools, and use it until they hit an insurmountable limitation. Because these tools are hosted, managed, and developed by big companies, they can’t be customized to fit the needs of your specific business.

Just like with WordPress, the strength of these tools is also their weakness. While a hosted tool may be more convenient at first, it could end up limiting the long-term evolution of your business. If and when this happens, you’ll need to look at migrating your business to another solution. This can be an intense process that requires a lot of time and money to complete.

¿Cómo se decide?

I know this is a lot of information to process, so here’s an easy exercise that’ll help you determine which approach is best for you:

Imagine that your financial education site is up and running. Over the weekend, you get a flash of inspiration for a new idea for your business. On Monday morning, you sit down at your computer and start building it. But when you try and build your idea, you realize that your membership or online course tool won’t let you do it. You’ll either have to adjust your idea to fit within the limitations of your tech stack, or abandon it.

Think about this scenario for a second. Would this situation frustrate you? Would it totally kill your motivation if you weren’t able to execute your new ideas as they came up? Or, would you feel fine letting go of this idea because you know the ease and convenience your tech stack provides you is worth sacrificing a bit on your ideas.

If this scenario would drive you nuts, I’d recommend going the WordPress route. With WordPress, even though things might seem a bit manual, there is always a way to create your ideas. You’re much more in control of your tech environment than with a host tool.

But if this scenario doesn’t bother you — if in fact you want to spend as little time as possible thinking about technology — I’d recommend going the hosted route and choosing a tool like Teachable or Mighty Networks.

A fin de cuentas, tendrá que investigar qué opción será la mejor para su sitio de educación financiera. Pero espero que esta sección le haya servido para aclarar sus ideas sobre el tema.

Reflexiones finales sobre los sitios de educación financiera

Esperamos que este artículo sobre cómo montar un negocio de educación financiera, como una escuela de bolsa, te haya sido útil.

Si desea obtener más información sobre cómo crear una plataforma de educación financiera de la que pueda sentirse orgulloso, puede consulte este útil recurso.

And if you’d like to hear a conversation with an entrepreneur who’s built a very successful financial education course and membership site, you should definitely give esta conversación con George Papazov de TRADEPRO Academy.

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