We sold courses worth Rs. 13.13Cr ($1.6M) – Ankur Warikoo
From Jan-Dec ’22 we sold 13Cr worth of courses, enrolling 185,000+ new students.
We run 4 courses currently.
1. Complete Guide to Starting up
Rs. 1,499 ($18)
64% completion; 3% refund rate
Rs. 10L sales/mth ($12K)
2. Take Charge of Your Time
Rs. 399/699 ($5/$8)
87% completion; 5% refund rate
Rs. 80L sales/mth ($100K)
3. How to YouTube
Rs. 1,499/1,999 ($18/$25)
78% completion, 1% refund rate
Rs. 25L sales/mth ($31K)
4. How To Speak Effectively
Rs. 379 ($4)
91% completion, 4% refund rate
Rs. 10L sales/mth ($12K)\
The courses are designed with 3 principles in mind.
- 1. Cost-effective (so that students get quality education at affordable prices)
- 2. Lifetime access (so that students pay once and reap benefits always)
- 3. Refundable (students can claim a refund if they don’t like the course)
To achieve this scale, we use digital marketing extensively, as against relying on my distribution.
While I have an 8M social media following, it was always a conscious call to not use my content as a sales engine. Instead, use it as a trust engine.
My content helps. My ads sell.
Ads cost almost 50% of the sales, making it the biggest cost item for this biz.
On a monthly basis, we spend between Rs. 50-70L on Google/FB ($70-90K), ensuring that every single dollar returns a dollar back, for every course, every month!
Organic sales are around 15%
This generates an operating profit of Rs. 40-60L per month ($50-75K) or an annual operating profit of Rs. 5-7Cr ($600K-900K) To manage this scale, our cost of operations is surprisingly (and consciously) low.
We run a no-code operation, so software is our biggest cost line item, after digital marketing.
Human resources are designed to be lean as well. We have a core team, comprising only 5 individuals besides me.
- GJ, who heads the biz
- Surabhi, who manages all operations
- Ananya, who handles all customer queries
- Hari, who manages all tech integrations
- Nishant, who edits all videos
For every course, we build a temporary core team comprising Curriculum designers Instructors Editors & designers Teaching Assistants They come together, work remotely, create and deliver the course, and then dissolve.
All of this makes this biz generate an EBITDA (net profit) of Rs. 3Cr ($350-400K) translating into a ~20% EBITDA Margin. This biz has the potential to be 10X its current size, with better EBITDA margins.
– Ankur Warikoo