• Who: Eldon Mirjah
• Website: grittyspanish.com
• Course Topic: Learn Spanish
• Interesting Stats: 1,400 new paid customers in just one month from Facebook ads

Who are you and what course have you created?

I’m Eldon Mirjah, the creator and Founder of Gritty Spanish, a unique Spanish language learning audio and reading program. My journey began as a self-taught Spanish learner who, like many, encountered frustrating barriers in my studies. What started as a personal experiment to enhance my comprehension has evolved into an engaging resource that assists Spanish learners worldwide.

Among the courses I’ve developed is “Gritty Spanish Basics,” tailored for beginners, as well as intermediate and advanced versions.

What market does your online course serve?

Gritty Spanish serves a unique market of open-minded adult learners who want to improve their Spanish listening and reading comprehension in a realistic, engaging way. It’s designed for those who are looking for something beyond traditional textbooks and classrooms, offering a more immersive and practical approach to learning Spanish.

What’s the biggest benefit of taking your course?

The biggest benefit of Gritty Spanish is its focus on real-world Spanish. Learners get to hear how Spanish is actually spoken in various Spanish-speaking countries, which is invaluable for improving listening and comprehension skills, and for building confidence in real-life conversations.

How did you get into the market?

I was inspired to create Gritty Spanish after realizing that most Spanish-learning resources don't focus enough on the practical, everyday use of the language. -Eldon Mirjah Click To Tweet

I wanted to fill this gap by providing learners with an experience that mirrors real-life conversations and scenarios filled with raw emotion. The vast majority of programs avoid controversial topics. I actually started it as a test project for myself to improve my own listening and reading comprehension. However, as I continued to write the scenes and put it together, I decided to focus on making it into an actual product.

Why did you decide to create an online course in the first place?

I decided to create an online course to share my passion for the Spanish language and to provide a resource that could truly help people become fluent in Spanish, not just in a classroom setting but in the real world.

Did you have any moments of doubt before you created/launched it?

Yes, there were moments of doubt. For instance, when I initially began recording the voices, I had a couple of Spanish-speaking individuals come over to my apartment in the Bronx to voice the scenes for me, and their performances were far from satisfactory. They had never done voice acting before, and I had assumed that their knowledge of Spanish would make reading the script a breeze. However, as time went on, I was able to enlist more talented individuals for the Spanish voice overs. At the outset, I questioned whether there would be enough interest in such a unique approach to language learning, given that nothing else on the market resembled it.

If so what made you turn it around and do it anyway?

What turned it around for me was the belief in the uniqueness of the course and the potential impact it could have on learners’ language-learning journey. As I wrote more, added voices, incorporated background music, and fine-tuned the sound to make it as realistic as possible, and heard firsthand how it sounded, there was no turning back

What’s your online course like?

Gritty Spanish is primarily focused on audio content, but each scene also includes its own side-by-side Spanish and English transcript. These transcripts also contain a lot of explanations of vocabulary in the Basics and Intermediate versions, while the Advanced versions provide insights into slang and unique phrases. Additionally, each scene/lesson is accompanied by numerous multiple-choice questions designed to challenge users based on what they have listened to and read.

While Gritty Spanish doesn’t incorporate video or PowerPoint presentations, users can actively engage with the side-by-side written dialogues, enhancing both their Spanish listening and reading skills.

How long did it take you to create your course?

It took approximately 8-9 months to create Gritty Spanish, which is now referred to as ‘Gritty Spanish Original’.   I released ‘Part 2’ about 2 years later, and it took me slightly less time, approximately 6 months, to complete it. Over the next 3 years, I embarked on the creation of the Intermediate and Basic programs. These programs also took me roughly 6 months each to develop from start to finish. The process encompassed various tasks, including scriptwriting, document formatting, hiring voice actors and translators, audio editing, and ensuring that each lesson was both educational and engaging.

Tell us a little about the process of launching your course and getting your first sale(s).

The launch involved some social media marketing, an area in which I didn’t have much prior experience. It wasn’t profitable by any stretch of the imagination, but it did attract some of my target audience – people learning Spanish and gained maybe 15 sales. On the website, the first sale came from my cousin, who lives in London. Of course, I didn’t consider her purchase as the official first sale. The first sale from that first horrible Facebook ad campaign I ran, but it was incredibly rewarding to see that first sale from someone who wasn’t emotionally connected to me.

Do you have a lead magnet?

Yes, I offer a free trial of the course. This gives potential learners a taste of the unique style and effectiveness of Gritty Spanish, which has been great in building my email list and giving potential customers a taste of what to expect.

What’s the traffic strategy that works best for you?

The most effective strategy for me has been my blog, where I utilize SEO techniques to attract organic traffic. Additionally, I’ve harnessed the power of social media, with a pretty respectable presence on platforms like Instagram and Facebook. I regularly share course snippets, testimonials, and actively engage with my audience. This approach has gradually but consistently led to increased traffic, sales, and signups.

What online course platform are you using?

The main part of the course, everything is hosted on wordpress and I use certain plugins to make everything work.. Customers access their content through the web app if they are using a computer’s browser or the mobile app, available on iOS, Android, and Kindle Fire. So I don’t use those specific course related platforms, except LearnDash, but I only use it as the backend for creating those multiple-choice quizzes for the Gritty Spanish program and the blog posts.

Do you like it?

I really like the webapp.  It’s very straightforward and easy to move around.

Are there any features you wish it had?

No, I am quite content with it for now. Over the years, it didn’t include a quiz, a 2-second rewind button, or bookmarks for quick access to explanations, but I’ve added these features to make the program more comprehensive. When I initially started in 2014, the program was delivered digitally, and customers accessed their content via a zip folder. It has come a long way since then!

What made you decide to use your chosen platform over others?

It’s all on WordPress for its simplicity, reliability, and the level of control it offers me over my content and how it’s presented. The easy digital downloads plugin is the brain of the operation and I mentioned LearnDash before for the quizzes.

What other tools do you use to run your online course business?

I use Mailchimp for email marketing, Google Analytics for tracking website traffic, and primarily Facebook and Instagram social media platforms for marketing and engagement.

What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?

Books like “The Lean Startup” by Eric Ries and online entrepreneur communities have been instrumental in shaping my approach to building and running an online business.

Do you have any big mistakes you’ve made along the way that you’d be willing to share?

I’d say one of the significant mistakes I’ve made along the way was not focusing enough on blog content creation and promotion. My primary focus was on developing an outstanding program with high-quality content. I should have allocated the same level of energy to create more blog content to drive organic traffic. However, I was working on a limited budget, making it challenging to prioritize both aspects.

On the plus side, over the years, I’m pleased to have developed an exceptional, full-fledged, product and have learned valuable lessons along the way.

Please share some idea of revenue.

On average, it currently generates approximately $4,000 to $5,000 in monthly sales. While these figures are modest, I believe there’s significant room for improvement. After years of dedicated work on course content and the development of our mobile and web apps, the pieces are finally falling into place. It now feels like a more comprehensive product and not as niche as it once did. With numerous high-quality blog posts and improved organic traffic, my understanding of digital marketing has also deepened. As a result, I plan to be more aggressive with my digital marketing efforts. I foresee substantial growth in the next 2 years.

Please tell us a little about what the money you’ve earned from your course has done for you.

Well, I haven’t taken the leap to quit my regular job just yet. However, the additional income from the course has allowed me to make more ambitious investments in the business. Rather than handling everything on my own, I can now afford to bring in more skilled writers, top-notch developers to enhance the website and the mobile app, as well as outreach experts, among other improvements.

In addition to revenue are there any numbers you would like to share?

In December of 2022, I achieved a significant milestone through Facebook advertising by acquiring a little over 1,400 new paid customers in just one month. While it wasn’t immediately profitable, it provided me with invaluable proof of concept and highlighted the program’s substantial potential for growth.  I typically get only 40-50 sales a month.

What has creating your course done for you personally?

Creating Gritty Spanish has been a journey of personal growth. It’s given me a sense of accomplishment and confidence in my ability to create something valuable and impactful.

Do you have a story of a transformation from any of your clients?

Over the years, I’ve gotten many emails from customers saying that Gritty Spanish is the best program to learn Spanish and how it has helped them to understand Spanish.  Hearing about their experience and how the course helped them in real-life situations is always incredibly humbling. Gritty Spanish has a small and loyal cult following.

What advice do you have for people just starting out?

For those who are just starting out, my advice is to begin with a small but well-defined goal. Stay patient and committed to your vision, acknowledging that success often requires a significant amount of time. I was personally thinking long-term, perhaps 10 to 15 years of dedicated work before it truly takes off. Along the way, be prepared to face setbacks and challenges. These are a natural part of the journey and can provide valuable lessons.

Prioritize the creation of high-quality content that genuinely resonates with your target audience. - Eldon Mirjah Click To Tweet

If possible, surround yourself with mentors, peers, and a supportive community that can offer invaluable guidance and encouragement throughout your journey. Lastly, embrace the learning process and remain open to adapting your strategies based on what you discover works best for your specific niche and audience.

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