They Overhauled A 20 Year-Old Online Course That Had Zero Recurring Revenue

How do you assign a purchase price to an established intellectual property?

Where do you focus your attention on improvement without downplaying the value of the property you’ve just acquired?

How do you market in a way to attract a customer back who may have purchased from your predecessor years before?

In this episode of "The Art of Succession" podcast, host Barrett Young talks with Peter Wietmarschen, a partner at The Author’s Voice. Peter shares the story of how he and his partners took over and transformed a self-publishing support business.

The Origins of The Author’s Voice

Peter Wietmarschen’s journey began about eight years ago when his mother, Colleen, took the Certified Professional Author Assistant Course. At the time, Colleen was looking to pivot from medical transcription to a new career path. She applied for and received a scholarship to take the course, which laid the foundation for their first business, Your Literary Pros. Together, they helped self-published authors with services traditionally provided by publishing companies, such as editing, book design, and marketing.
In 2021, Peter and Colleen were offered the chance to purchase the courses they had once taken. Recognizing a unique opportunity, they acquired the intellectual property and began rebranding the courses as The Author’s Voice. This acquisition included not just the courses but also the established user base and reputation.

Challenges and Changes

One of the major challenges they faced was re-engaging the existing user base. The list of potential course participants was extensive but not actively engaged. They had to reconnect with previous participants and update them about the new ownership and course enhancements. This required substantial effort in marketing and communication to rebuild trust and interest.

A pivotal moment was bringing on Candy, a long-time colleague and experienced marketer. Candy’s expertise in marketing and her own experience as an author added valuable insights to their team. Together, they aimed to update and expand the course offerings to better serve the needs of self-published authors and professional author assistants.

Updating and Enhancing the Courses

Their first major step was migrating the courses to a more advanced platform, Go High Level, which provided better tools for course management and user engagement. This new platform allowed for more automation and a self-guided experience, making it easier for participants to track their progress and complete certifications.

Listeners can learn more about Peter Wietmarschen and The Author’s Voice by visiting https://theauthorsvoice.org/ or connecting with Peter on https://www.linkedin.com/in/peterwietmarschen/.

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The Art of Succession Podcast is brought to you by GWCPA. Twice a month on https://www.youtube.com/@gwcpas, host Barrett Young will bring you interviews sharing the successes and challenges from business owners with their own succession stories. If you've enjoyed this episode, please share it with others.

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Disclaimer: This material has been prepared for informational purposes only, and is not intended to provide, and should not be relied on for, tax, legal, or accounting advice. You should consult your own tax, legal, and accounting advisors before engaging in any transaction.