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Case study

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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