The Business of Courses

Name: The Business of Courses
Author: Abe Crystal, PhD
ISBN: 978-1-7373742-0-6

How to use online courses in your business

A practical guide to building and selling online courses, based on 10+ years of experience helping course creators succeed. Read free chapter summaries below, or get the complete book for all frameworks, examples, and step-by-step guidance.

75,000+ courses hosted

Insights from real course creators

Practical frameworks

Actionable models you can apply today

192 pages

Concise and to the point

Free Chapter Summaries

Key Concepts from the Book

Explore the core ideas from each chapter. These summaries give you actionable frameworks you can apply right away—plus a taste of what's in the full book.

The Transformation Promise

6 min

Why promising transformation—not just information—is the key to course success. Learn the four powers of courses and why the 'passive income' dream often leads creators astray.

Includes: The Four Powers of Courses

Finding Your Right People

7 min

How to identify and attract the students who will benefit most from your course. Understanding the Discovery phase of the Customer Learning Journey.

Includes: The Customer Learning Journey

Pricing Your Courses

8 min

How to price your courses based on value delivered, not time spent. Learn the Offering Portfolio model and escape the 'dollars for hours' trap.

Includes: The Offering Portfolio

Launch Strategies

7 min

Different approaches to launching your course, from simple pilot launches to sophisticated marketing campaigns. Start where you are and scale up over time.

Includes: The Pilot Launch Method

Building Community & Retention

7 min

How to keep students engaged long-term and turn them into advocates. Understanding Customer Lifetime Value and the referral flywheel.

Includes: The Customer Flywheel

About the Author

Abe Crystal, PhD is co-founder and CEO of Ruzuku, where he's helped host 75,000+ courses serving 500,000+ students. With a PhD in Human-Computer Interaction from UNC-Chapel Hill and experience as an adjunct professor, Abe brings academic rigor and practical wisdom to course creation.

Ready for the Complete Guide?

These summaries give you the highlights—but the full book includes detailed examples, case studies, and step-by-step implementation guides for every framework.