Today on the show, I have James Lees from Advantage Learn, a South Africa startup with passionate educators who started teaching in 3 facility centers before offering online courses with no VC funding.  We'll get into his background and what it took for him to get started and his approach over the past year in launching his business and his plans to grow.

James talks about his journey on finding the technology behind Advantage Learn.

Launched "click to learn" as their minimal viable product, platform to allow users to find the course, make purchase and take the course - two course with multiple modules.

James talked about the "ecommerce triangle", Three Levers of Ecommerce: Price, Quantity and Conversion.

1. How much it cost people to purchase your product and convert?

Email marketing contains the highest conversion for his audience because their emails contains focused content - one course per email vs. slamming users with multiple courses/product in one newsletter.  

There have been many studies done before on this theory, that more choices are better for the consumer, but in actuality, people who were offered more choices, ie ice cream flavors or candy, purchased much less than people who offered fewer flavor or choices.