An Energy Therapy Online School From Scratch: 126 Sales on €11,200
Andrey Sokurov is an expert with a universal methodology and no audience. Discovery, strategy and a product line, five live webinars, then an auto-webinar with Stories ads at $0.19–0.37 per sign-up. We promised €12,000 — we delivered €11,200 and 126 sales.
What the client came with
Andrey Sokurov is an energy therapist with his own methodology. In December 2019 we ran a discovery session and recorded the problem in the very first message: "it's not yet clear who the target audience is, and we can't build a customer journey because Andrey's methodology is universal." There was no audience and no product line, and sales relied on one-off sessions. The goal the expert came with is recorded in our promises table: reach sales and revenue of about €12,000 for the year.
What we did
The December 2019 strategy: position the expert as a teacher, not a blogger, clean up social media of anything that didn't fit the image, YouTube as the main platform, and short videos built around a single idea. Next came full online school producing: the product, webinars, ads and analytics were on our side, while the expert was responsible for content and delivery.
From February to May 2020 we ran five live webinars, each with a full breakdown of the economics: 3,423 registrations, 2,045 attendees, 74 leads, 34 payments. The best webinar, on May 12: €350 of ads, 15 payments and €1,000 in revenue including follow-up sales, ROMI 287%.
In the fall we put together a line of webinars for the energy-therapist profession and switched the funnel to an auto-webinar. In November and December we tested two funnels on Stories ads across Russia, Ukraine and Kazakhstan: sign-up to the list cost $0.19–0.37, conversion to the list was 16–43%, with Kazakhstan performing best. The entry-level product was €60.
What came out of it
By the end of the year: €11,200 in revenue and 126 sales, with an entry-level product at €60 and pricier tiers above it. The year's promise was fulfilled almost exactly. The case includes month-by-month detail only for the webinar period and for the November–December auto-webinar; the final figures come from the Digital Experts presentation. What the expert kept: positioning, a product ladder, calculated webinar economics, and a working auto-funnel on cold traffic.
All ruble amounts have been converted to euros at the average 2020 exchange rate; Meta ad spend is shown in dollars, as in the reports.
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