North: an online courses platform from positioning to launch
Brand, landing, app, and an autofunnel — from kickoff to first sales in 10 weeks.
North School
Industry
EdTech · online courses
Year
2024
Duration
10 weeks
9.4%
−41%
1 800+
Context
North was entering the crowded online-courses market with an ambition to be 'not just another school'. Positioning, product, marketing, and an autofunnel all had to land together.
Challenge
Strong product, no recognizable brand. Team of two founders and two experts, aggressive timeline, fixed launch budget.
Approach
ICP brief, 3 strategic directions, picked 'learning through craft' as the wedge. Brand system, landing, and app shipped in parallel. Email + Telegram autofunnel went live the same day as the site.
Results
Purchase CR 9.4%, CAC down 41%, 1,800+ active students by month 3. The team now runs content via CMS and ships new cohorts independently.
Retrospective
Tight timeline forced ruthless scope cuts — blog and community moved to a retainer. Worth it: the launch felt focused, not rushed.
Gallery
01
Landing hero
02
Course catalog
03
Student dashboard
04
Onboarding email
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