INSTRUCTIONAL DESIGN FOR A MEDICAL COURSE
integrated oncology institute
A naturopathic oncologist had written a university medical textbook on managing the side effects of cancer treatments, but felt too few doctors knew about the naturopathic options available to their patients. He wanted to turn that knowledge into an online course for medical professionals.
The content was substantial: 28 modules, each with an average of 5 lessons and a closing quiz. The challenge was structuring it in a way that allowed students to absorb and process complex medical information effectively.
I applied instructional design principles to structure the course, and worked with the client and his resident to develop the slides. They recorded the content themselves. I then built the course in LearnDash, integrated it with Mailchimp, and set up automatic certificate generation for students who completed the course and passed the quizzes.
REBUILDING A FAILING STUDENT ADMIN PROCESS
intuition training institute
An established intuition training institute running a multi-year program had hit a wall. Their WordPress site was unstable, their webshop outdated, and their entire application, registration, and payment process was manual, managed through Outlook and Word documents. With the administrative assistant unable to keep up, they had lost track of payments and applicants. The result was administrative overload and significant revenue leakage.
I led the full transformation: replacing the unstable site, automating student application and approval flows, implementing payment handling including installment plans and automated invoicing, replacing manual bank transfers with WooCommerce checkout, and building a CRM-connected email automation flow for lead nurturing and enrollment. I also created the documentation and workflows needed to hand daily operations off to a virtual assistant.
Once implemented, admin oversight dropped from three days a week to five hours. The system ran reliably across 10+ student groups annually. Over €60,000 in previously missed or unpaid student fees was recovered.
STRUCTURED COURSE DELIVERY
naturopathic reproductive care
Dr. Karen Parmar, a naturopathic gynecologist, wanted to bring her practical training for medical professionals online. A key requirement was that students complete the theoretical course before enrolling in the practical one.
I built the platform on WordPress with LearnDash, set up prerequisite logic to enforce the correct course order, integrated it with ActiveCampaign, configured automations, and set up automatic certificate generation for students who passed their assessments. I also redesigned the full brand.
VALIDATING AN OFFER BEFORE THE LAUNCH
YouTuber & content creator
A content creator with nearly one million followers across multiple YouTube channels wanted to monetize her expertise through a course on making money with YouTube. Midway through our early conversations, her idea evolved into a year-long, high-touch coaching program priced at $5,000.
The offer hadn’t been validated. Content wasn’t ready, and key decisions around structure, delivery, pricing, and audience fit were still open.
I developed and conducted audience research to determine what her most loyal followers wanted, expected, and were willing to pay for. Her list was small, around 200 subscribers, but highly engaged. Starting with a teaser survey to identify interviewees, I conducted 16 in-depth interviews using the Design Thinking methodology, which revealed their aspirations, challenges, budget realities, and trust dynamics.
The research showed the proposed program would be a difficult sell. There was a mismatch between audience expectations and the internal capacity needed to deliver at that level.
The client chose to pause development before investing further in creation and promotion. The right call, made at the right time.
THE RIGHT LMS FOR SCALE
diversity training organization
A US-based organization running a diversity training summer program had pivoted to online delivery during COVID. Over 5,000 people registered, but without proper systems in place, their team had to manually add every participant to the online course. It was unsustainable, and they knew they couldn’t go into the next season the same way.
They came to me for advice on which LMS to select. A key requirement was that their organizational clients could enroll their own employees directly, without manual intervention on their end.
After mapping their situation, experience, and functional requirements, I advised them to choose between LearnDash and AccessAlly. They went with AccessAlly.
STRATEGY FOR TAKING WORKSHOPS ONLINE
diversity, equity, and inclusion
Cream City Conservation is a US-based social enterprise offering diversity and inclusion workshops to organizations. Founder August Ball wanted to turn her in-person workshop offering into a scalable online product her clients could run themselves.
I ran a series of strategy workshops with her, working through the full picture: course structure and content; how to move facilitated group work online; pricing and packaging; LMS choice; and how to build out add-on products for implementers and facilitators within client organizations.
The result was a clear, actionable strategy and a concrete direction for her next steps.
BUILDING A COURSE IN KAJABI
beauty salon entrepreneur
A beauty salon entrepreneur and franchise owner had developed a course to help women in business overcome confidence issues and imposter syndrome.
It was my first time working with Kajabi. I built out her course platform, integrated it with ActiveCampaign, and set up the automations to make the whole thing run.
SETTING UP A TEACHABLE COURSE SITE
religious educator
A religious educator wanted to bring his teaching on end times prophecy to a wider online audience.
It was my first time working with Teachable. I got up to speed quickly, built out his course platform, set up the prerecorded content, and had all his systems in place ready to launch.
TECH, SYSTEMS & LAUNCHES FOR A KNOWLEDGE BUSINESS
psychologist & online course creator
A psychologist with a self-paced course for highly sensitive people needed affordable, reliable website maintenance after leaving her previous agency.
Her site ran on AccessAlly, an LMS I hadn’t worked with before. I got up to speed fast, took over ongoing technical support, and started managing her ActiveCampaign automations as well.
Over time, the work expanded into small launches for her live in-person workshops. I set up Google Ads campaigns that consistently filled her 12-person workshops to capacity.
POSITIONING AN EXPERT BRAND
uk leadership coach
A UK leadership coach aspired to become a global authority in developing leaders and fostering purposeful, profitable organizational cultures. She aimed to publish a book, deliver a TED Talk, expand her speaking engagements, and create a movement with a training program under her coaching umbrella.
I was tasked with advising on strategic branding and brand-building activities. I crafted a comprehensive business, brand, and communication positioning to elevate her presence and establish her as a go-to expert in leadership coaching.
POSITIONING & BRANDING A SPANISH STARTUP
Mi Primo Dani
A Spanish startup set out to revolutionize banking product comparisons with Mi Primo Dani.
I developed a strategic positioning that emphasized trust and authenticity, setting the brand apart from competitors who prioritized their own gains. The name “Mi Primo Dani” (My cousin Dani) reflects the idea of turning to a trusted family member for honest advice, embodying the brand’s commitment to genuine customer care.
With a playful cartoon character, Mi Primo Dani brought a friendly face to the banking world.
Two years later this approach earned it a nomination for Startup of the Year in Malaga, Spain, securing third place among seasoned companies.
BUSINESS & BRAND POSITIONING FOR A DUTCH INSURTECH STARTUP
Pure
A Dutch startup Pure aimed to launch an online B2B InsurTech business in The Netherlands.
I developed the business and brand positioning that laid the groundwork for the development of the innovative DIaaS (Digital Insurance as a Service) concept.
REORGANIZING THE BRAND PORTFOLIO
real estate agency A
An international real estate agency on the Costa del Sol faced the challenge of unifying its diverse websites and activities into a cohesive brand. The entrepreneur sought guidance on presenting these varied elements as a strong, trustworthy group and addressing the implications for business naming.
I explored brand architecture possibilities and developed two strategic options: a Single Brand or an Endorsed Brand, each with tailored naming solutions. This approach provided the client with clear pathways to strengthen their overall brand presence and build trust across different language audiences and destinations.
IMPROVING MARKET POSITION
real estate agency B
A real estate agency on the Costa del Sol sought to enhance its market position and reputation among buyers and sellers.
I evaluated and refined their current positioning and brand strategy through a 1-on-1 workshop.
This process revealed the need to redefine the agency’s business focus, honing in on customer needs, services, home types, target audiences, and operational areas. The result was a sharper, more efficient business positioning that prequalified potential buyers, streamlining the lengthy process of selling second homes to foreign clients.
I then crafted a brand and communication strategy rooted in the entrepreneur’s personal values and distinct from competitors, forming the foundation for a new tagline and visual identity.
INSIGHTS INTO THE IDEAL CLIENT
boutique hotel & restaurant
The owners of a boutique hotel and restaurant on the Costa del Sol sought insights into their ideal clients to refine their business positioning.
Tasked with developing a business plan, I collaborated with a financial partner and delved into customer data collected over two years. This analysis revealed surprising insights: the assumed best clients for the restaurant weren’t the reality, prompting a strategic refocus of marketing efforts.
The exercise served as a comprehensive audit, highlighting areas for improvement and optimizing the business’s approach to attract and serve its true ideal clients.
REPOSITIONING FOR THE FUTURE
stainless steel fabrication
A Dutch stainless steel fabrication company faced the challenge of repositioning for the future, with distinct production and innovation specializations attracting different types of clients.
Tasked with strategic positioning, I collaborated with the business owner to determine whether to separate these specializations into two distinct entities.
Ultimately, we decided to position them as two separate brands, each with its own identity, to better cater to their unique client bases. This approach allowed each brand to thrive independently, ensuring clarity and focus in their respective markets while maintaining a strong overall brand presence.
FINDING FUTURE EMPLOYEES
trade organization inland navigation
Bureau Voorlichting Binnenvaart, a trade organization for inland navigation, needed a robust employer branding strategy to secure a future workforce for the growing transport and logistics industry via Dutch rivers.
I collaborated with Doorrood agency to craft a dual-focused strategy. First, we aimed to inspire teens about careers on riverboats, emphasizing the lucrative opportunities and the educational paths required. This involved engaging not only the teens but also their parents and educators. Second, we targeted sea-going sailors with families, offering them a balanced work-life schedule with two-week on/off periods.
BUILDING A BRAND FROM SCRATCH
KincaidFisher
An ambitious entrepreneur sought to launch his business with a strong market presence, recognizing the need for effective business and brand positioning. The company specializes in helping organizations claim surplus social security payments and relevant grants—complex areas often seen as dull.
My task was to make this subject matter engaging and appealing, especially to future employees. Through 1-on-1 collaborative workshops, we defined the entrepreneur’s vision, mission, and strategy, aligning the brand with his personal and professional values. This approach emphasized the founder’s influence on organizational culture.
The name “KincaidFisher” and the “X marks the spot” logo concept were inspired by treasure hunting, encapsulating the brand promise: “KincaidFisher knows where the money is.”
AWARD WINNING EMPLOYER BRANDING
PostNL
In 2008, PostNL (then TNT Post) faced the challenge of redefining its employer branding amidst market liberalization.
With the need to replace full-time mail carriers with part-time staff, I was tasked with centralizing job marketing and developed a cohesive employer branding strategy.
As a change manager, I spearheaded the “Everyone is waiting for you” campaign, successfully recruiting 24,600 mail carriers and receiving 465,000 applications in 2009.
This initiative earned the Master of Excellence Award and a SAN Accent nomination.
We extended recruitment to all postal production roles and crafted a separate campaign for seasonal hires, attracting 57,548 applicants for 6,000 positions.
Additionally, I contributed to brand strategies for graduates and professionals, culminating in a unified employer brand.
BRANDING INTERNATIONAL EXPANSION
consumer banking
In 2006, Dutch DSB Bank aimed to expand internationally by launching an internet savings bank in Slovenia.
As a sparring partner for the marketing manager, I guided the exploration of positioning and branding strategies for this new venture.
Key considerations included whether to align the Slovenian brand with DSB’s Dutch identity, the feasibility of using the Dutch name, and the potential influence of the owner’s name in the business title. A challenge arose from the disconnect between expressed brand values and actual organizational behavior.
Our collaborative efforts enabled the marketing manager to confidently present a well-formulated branding and naming proposal to the board.