Como iniciar uma escola de negociação de ações bem-sucedida em 2023

Você é um especialista em finanças? Tem anos de experiência em negociação de ações ou opções? Já pensou em compartilhar seu conhecimento e experiência com um público maior?

Se for o caso, você pode ser a pessoa perfeita para iniciar um negócio de educação financeira, como uma escola de negociação de ações ou uma associação de gerenciamento de portfólio.

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 quem você deseja 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 este da Digital Marketer.

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

O que você planeja oferecer?

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:

• Um curso de 30 dias que ajuda um novo investidor a melhorar sua mentalidade em relação ao dinheiro
• A video library that shows a new investor how to open up all the key accounts they’ll need
• Um calendário de eventos em que seus alunos podem confirmar a presença em suas chamadas semanais de coaching em grupo
• Acesso a uma área comunitária compartilhada, onde os alunos podem compartilhar suas vitórias e obter ajuda para suas dificuldades

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:

• Acesso privado a um canal do Slack onde você e sua equipe estão sempre disponíveis quando os mercados estão abertos para criar estratégias para as negociações diárias
• Um vídeo de atualização de mercado de 10 minutos que é enviado a todos os alunos todos os dias às 9:00 am EST
• Uma biblioteca de cursos de 7 módulos com treinamentos avançados, como usar o Sierra Chart para planejar uma posição de futuros de petróleo bruto
• 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

Quando se trata de solidificar o modelo de preços e pagamentos para sua empresa de educação financeira, você tem basicamente duas opções: compras únicas ou pagamentos recorrentes.

As compras únicas são perfeitas para cursos. Depois que o aluno compra o programa, ele normalmente mantém o acesso a ele por toda a vida.

Uma compra recorrente é melhor para uma associação ou assinatura. Seus alunos pagam uma taxa todo mês para ter acesso aos seus produtos e serviços.

Então, qual modelo você deve escolher para sua empresa?

Here’s how I recommend you think about it:

Uma oferta de compra única é ideal para ajudar alguém a aprender um novo conjunto de habilidades, realizar uma transformação inicial ou oferecer treinamento e educação limitados.

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 educação financeira:

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.

O modelo de assinatura para sites de educação financeira:

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 episódio do podcast com ela.

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.

Como essa oferta para traders avançados foi criada para ajudar seus alunos a ganhar mais dinheiro negociando, você pode até mesmo definir o preço desse produto com base no ROI que você acha que pode ajudá-los a obter. Se alguém se inscrever para essa associação, você tem certeza de que poderá ajudá-lo a ganhar pelo menos $3.000 por mês negociando? Em caso afirmativo, você poderia cobrar $300 por mês para poder ajudá-la a multiplicar por 10 o investimento.

Como pensar estrategicamente sobre seus preços:

A razão pela qual você talvez não queira oferecer esse produto como uma compra única é que você poderia facilmente ser mal pago pelo que oferece aos seus alunos.

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.

Quais são os ativos que você já possui?

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 associação do WordPress ou sistema de gerenciamento de aprendizagem para proteger seu conteúdo privado e coletar pagamentos de seus clientes.

Por outro lado, se tudo o que você tem é um canal no YouTube, talvez não faça sentido criar um site WordPress do zero apenas para hospedar seus cursos ou comunidade. Nesse caso, talvez seja melhor testar sua ideia com uma ferramenta hospedada de gerenciamento de aprendizagem ou de comunidade, como o Teachable ou 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.

É hora de escolher sua 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.

Criando com o WordPress

Se você decidir seguir o caminho do WordPress, isso envolverá a compra de um nome de domínio, a obtenção de um host, a escolha de um tema e o estoque de plug-ins que darão suporte ao seu negócio.

Um exemplo de pilha de plug-ins para um site de associação ou curso on-line de educação financeira poderia ser assim:

• Elementor para seu tema e construtor de páginas
• MembroMouse para sua proteção de conteúdo e cobrança de pagamentos
• LearnDash para os módulos de seu curso e testes de progresso
• bbPress para a área de sua comunidade

O melhor de seguir o caminho do WordPress é que você tem controle total sobre as ferramentas que usa e flexibilidade ilimitada para criar sua visão. Basicamente, o ethos do WordPress apoia esta ideia: "Se você pode sonhar, você pode fazer". Embora o WordPress em si seja tecnicamente gratuito, você pagará taxas de hospedagem, temas, plugins e muito mais.

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.

Escolha de uma ferramenta hospedada

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:

• Ensinável para cursos on-line
• Kajabi para um site "tudo em um", e-mail e ferramenta de curso on-line
• Redes Mighty para comunidade e 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.

Como você 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.

No final das contas, você precisará pesquisar qual opção é a melhor para o seu site de educação financeira. Mas espero que esta seção tenha sido útil para esclarecer seu pensamento sobre o assunto.

Considerações finais sobre sites de educação financeira

Esperamos que este artigo sobre como criar uma empresa de educação financeira, como uma escola de negociação de ações, tenha sido útil para você.

Se quiser saber mais sobre como criar uma plataforma de educação financeira da qual possa se orgulhar, você pode confira este recurso útil.

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 conversa com a participação de George Papazov da TRADEPRO Academy.

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