The academy as a business: earning money with your courses

Courses are sold by trainers and consultants who want to scale their knowledge, professional associations and chambers, companies with special know-how, universities in continuing education and specialised education providers. The appeal lies in scaling: a good course is produced once and can be sold many times. The challenge lies in distribution, quality and keeping content up to date.

Successful courses solve a concrete problem for a clearly defined target group. “Leadership” is not a course topic that sells; “The first 100 days as a team lead in the trades” is more like it.

Which model fits depends on target group and offer. Many providers combine several.

There are basically two routes. In the partner model, the author places courses on an existing platform or marketplace; the platform operator handles operation, billing and often distribution, and revenue is shared according to an agreed key. That lowers effort and risk but means less control over brand, prices and the customer relationship.

In your own operation, the provider rents a platform, designs it in its own brand, sets prices and keeps the income. In return it pays for the platform on an ongoing basis and handles sales and support itself. For providers with their own customer base and brand, this is often the better route.

In Germany, the Distance Learning Protection Act (FernUSG) must be considered. It applies to the paid teaching of knowledge and skills where teacher and learner are predominantly physically separated and the teacher or their agent monitors learning progress (Section 1 FernUSG). Such distance learning courses generally require approval (Section 12 FernUSG); contracts for unapproved courses are void. According to recent case law of Germany's highest civil court, the act can also apply to contracts with businesses, not only with consumers.

Whether an online course falls under it depends on the case — for example on whether the provider monitors learning progress. Anyone selling courses with tests, corrections or tutoring should have this checked before launch. Consumer law (withdrawal rights, information duties), copyright for materials used and data protection also apply. This overview is not legal advice.

Selling courses takes more than a course player.

With the Universe Competence Academy, Universe plans an umbrella for competence offers with a marketplace on which partners offer their courses. Two variants are envisaged: a partner lists their courses and receives 70 per cent of the revenue; or a partner runs a tenant of their own and pays a subscription for it. Process, contract terms and launch date are still being clarified.

Already today, providers can use Universe as their own tenant under their own brand: produce courses in the course workshop, add assessments and issue verifiable certificates with the provider itself as issuer. Modules and prices are published on the pricing page.