Comment créer une école de bourse prospère en 2023

Êtes-vous un expert en finance ? Vous avez des années d'expérience dans la négociation d'actions ou d'options ? Avez-vous déjà pensé à partager vos connaissances et votre expertise avec un public plus large ?

Si c'est le cas, vous êtes peut-être la personne idéale pour créer une entreprise d'éducation financière, comme une école de négociation d'actions ou une association de gestion de portefeuille.

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.

Qui voulez-vous 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 celui-ci de Digital Marketer.

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

Que prévoyez-vous d'offrir ?

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 cours de 30 jours qui aide un nouvel investisseur à améliorer son état d'esprit face à l'argent.
• A video library that shows a new investor how to open up all the key accounts they’ll need
• Un calendrier d'événements où vos étudiants peuvent répondre à vos appels hebdomadaires de coaching de groupe.
• Accès à un espace communautaire partagé où les étudiants peuvent partager leurs victoires et obtenir de l'aide dans leurs difficultés.

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:

• Accès privé à un canal Slack où vous et votre équipe êtes toujours disponibles lorsque les marchés sont ouverts pour élaborer des stratégies sur les transactions quotidiennes.
• Une vidéo de 10 minutes sur l'évolution du marché est envoyée à tous les étudiants à 9h00 (heure de l'Est) chaque jour.
• Une bibliothèque de cours en 7 modules avec des formations avancées telles que l'utilisation du Sierra Chart pour planifier une position sur le marché à terme du pétrole brut.
• 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

Lorsqu'il s'agit de définir le modèle de tarification et de paiement de votre entreprise d'éducation financière, deux options s'offrent à vous : les achats uniques ou les paiements récurrents.

Les achats uniques sont parfaits pour les cours. Une fois que votre étudiant a acheté votre programme, il y a généralement accès à vie.

Un achat récurrent est préférable pour une adhésion ou un abonnement. Vos étudiants paient une redevance chaque mois pour avoir accès à vos produits et services.

Quel modèle choisir pour votre entreprise ?

Here’s how I recommend you think about it:

Une offre d'achat unique est idéale pour aider quelqu'un à acquérir un nouvel ensemble de compétences, à réaliser une première transformation ou à suivre une formation limitée.

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:

Achats uniques de cours d'éducation financière :

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.

Le modèle d'abonnement pour les sites d'éducation financière :

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 cet épisode du podcast avec elle.

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.

Parce que cette offre pour traders avancés est conçue pour aider vos étudiants à gagner plus d'argent en trading, vous pourriez même fixer le prix de ce produit en fonction du retour sur investissement que vous pensez honnêtement pouvoir les aider à atteindre. Si quelqu'un s'inscrit à cette offre, êtes-vous sûr de pouvoir l'aider à gagner au moins $3.000 par mois ? Si c'est le cas, vous pourriez facturer $300 par mois afin de l'aider à multiplier son investissement par 10.

Comment penser stratégiquement votre tarification :

La raison pour laquelle vous ne souhaitez pas proposer ce produit en tant qu'achat unique est que vous pourriez facilement être sous-payé pour ce que vous offrez à vos étudiants.

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.

Quels sont les actifs que vous possédez déjà ?

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 d'adhésion WordPress ou un système de gestion de l'apprentissage pour protéger votre contenu privé et collecter les paiements de vos clients.

D'un autre côté, si vous n'avez qu'une chaîne YouTube, il n'est peut-être pas judicieux de créer un site WordPress à partir de zéro pour héberger vos cours ou votre communauté. Dans ce cas, il serait préférable de tester votre idée avec un outil hébergé de gestion de l'apprentissage ou de communauté comme Teachable ou 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.

Il est temps de choisir votre plateforme

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.

Construire avec WordPress

Si vous décidez d'opter pour WordPress, vous devrez acheter un nom de domaine, trouver un hébergeur, choisir un thème et vous approvisionner en plugins qui soutiendront votre activité.

Un exemple de pile de plugins pour un site d'adhésion ou un cours en ligne d'éducation financière pourrait ressembler à ceci :

• Elementor pour votre thème et votre constructeur de pages
• Souris du membre pour la protection de votre contenu et la collecte des paiements
• LearnDash pour vos modules de cours et vos questionnaires de progression
• bbPress pour votre espace communautaire

L'avantage d'opter pour WordPress est que vous avez un contrôle total sur les outils que vous utilisez et une flexibilité illimitée pour créer votre vision. La philosophie de WordPress repose sur l'idée suivante : "Si vous pouvez en rêver, vous pouvez le faire". Bien que WordPress soit techniquement gratuit, vous devrez payer des frais pour l'hébergement, les thèmes, les plugins, etc.

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.

Choisir un outil hébergé

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:

• Enseignable pour les cours en ligne
• Kajabi pour un site web, un courriel et un outil de cours en ligne "tout-en-un
• Mighty Networks pour la communauté et les événements

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.

Comment décider ?

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.

En fin de compte, vous devrez rechercher l'option qui conviendra le mieux à votre site d'éducation financière. Mais j'espère que cette section vous a aidé à clarifier votre réflexion sur le sujet.

Dernières réflexions sur les sites d'éducation financière

Nous espérons que cet article sur la création d'une entreprise d'éducation financière, comme une école de trading, vous a été utile.

Si vous souhaitez en savoir plus sur la manière dont vous pouvez créer une plateforme d'éducation financière dont vous pouvez être fier, vous pouvez consultez cette ressource utile.

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 cette conversation avec George Papazov de l'Académie TRADEPRO.

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