What Makes a Course Irresistible (and Scalable) with Jera Bean

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0:32I can't wait to see you there. Welcome to the Jasmine Starr Show. I couldn't be more excited because back in 2020, I met for the first time online when we were all in our homes connecting online. And so to have a full circle moment and to be able to connect in person on the podcast and just see how much growth has existed for this beautiful human being. And I'm here not just to talk about what she specializes in, and I'm not even here to talk so much about the business that she's created. I am here to talk about something that is so beautiful, so unique, so big that when I asked her about it, she's like, yeah, like it was a thing she just did.

1:10And I'm like, no, no, this is huge. And so many people have really big opportunities to expand their businesses in new ways. I couldn't be more excited and more honored to welcome back to the show, Jera Bean. Hey, Jera. Hi. Hi. Thanks for having me. This is so fun. I'm so happy you're here. I'm so happy I'm here. Okay. So let's go back to yesterday when we're texting each other about the show. Yes. What were you feeling? Like, let's start here. What were you feeling about the show? I'm glad we're starting here. Okay. I want to be honest. Yes. Let's lay it all out there for everyone. I texted you because, you know, I was thinking about the podcast.

1:45I'm getting ready and I realized, oh my goodness, I'm actually feeling very nervous for today. I have done a lot of podcasts. I'm not nervous to be on podcasts. You've spoken on huge stages. I've spoken on stage. I mean, I still get a little nervous for that. But when I'm on podcasts, I'm speaking about the subjects that I always speak about, the subjects I'm an expert on. No, talk to me. Let's just bring the audience up to date. The subjects that you normally go on podcasts to speak about, what are you most known for? Social media. Yes. We're talking strategy. We're talking short form video content, TikTok, Reels, authenticity, mindset.

2:16That's kind of my expertise in a package. farting and armpit farting cheese and crackers if you're listening you're like what the heck I just post that on my stories a lot yes and absolutely and part of part of why I made that mention is because there's certain things that you do that you what you call your secret sauce yes it's your secret sauce and everybody should be stepping out in and sharing their secret sauce of the world and it's not going to be sauce that everybody likes yeah but for the people who are really about it they're asking for it at restaurants yes they're saying we want more of the secret sauce yes and they're okay with it.

2:45And you've empowered people and you do that. So it appears effortlessly, but because I know you, I know you do a lot of hard work. I know you practice your messaging. I know that you really hone in on what it is you teach. And so that has become a defining factor. You are a true professional. Somebody once explained that a business professional is very similar to like a golf professional. You know, when they get up on the greens, they're going to hit the ball right down. And every time I've ever seen you speak the content you put out, and I was so fortunate because you joined my mastermind. Yes.

3:15And when I saw you, and I think I've told you this multiple times, but when I look at you, I see the professional. I see the professional on the green and I know that you are going to hit the ball and this is what you practice for. And so I knew that asking you to come on the podcast to talk about this topic was gonna put you in a very different position. Yes. Because this is not a green that you have ever hit a ball down. I'm playing baseball. Oh, golf. Oh, no. Yeah, I don't know. We're running with the metaphor. We went from golf and now it's baseball. It's baseball and it's all good. Because it's like, we're just like, is there a ball to be had here?

3:44Is there a game to win? Is there a professional to be? And so I knew that that was going to happen. And I want to say thank you. But what exactly was making you nervous? I want to call it out. Let's leave it out here at the beginning. What was making me nervous is that I realize it's been a long time since I have had to speak to someone on a podcast, on a stage, whatever it is, some sort of situation that's not just a normal, I'm sitting with someone and having a conversation. It's a little bit higher stakes where it's a topic that I haven't really spoken about yet, not on social media, not on a podcast.

4:16And so I realized today is a really great day to take in some of my values and really live them. I love messy action, feel the fear and do it anyway. And I'm like, okay, I'm a little nervous and messy action because I don't feel like I'm fully an expert on this subject yet, but we're going to go for it and share my experiences and hopefully help someone along the way. Absolutely. And it was not lost on me. So we arrived in Austin yesterday. We're driving down the freeway. And I kid you not, when I was sending you that voice memo, Eminem was on the radio. Oh my God. Perfect. And so I told you, I was like, Jarrett, here's what I want.

4:49I want us to be like Eminem on 8 Mile, where we call out everything that somebody could ever throw at us and say, you don't know enough or you don't know what you're talking about. So we're just going to say that here. There is a good chance that we, because I'm on Team Jarrett, we don't know what we're talking about. And there's a really good chance that we don't have all of the information. But true to your principles, it is messy action. And true to your principles, you're going to do it despite the fear anyway. And so that's where I want to start the conversation. So in light of fear, can I take you back to February 2023 when you joined the Mastermind?

5:23Sure. And one of the things that I really wanted to be a part of the Mastermind is that we had a clear, like a goal, an outline. Yes. Something you wanted to achieve. And it was in the middle of the Mastermind or at the beginning. that you've always had an idea of this course you wanted to create. You already had the idea of the course. You came in, or actually you speak to me. Where were you at in regards to the mastermind, the course, the starting? Let's get a timeline here. Yeah, so where I was at was, okay, I just wrapped up my group coaching program that I ran for three years. And when you say wrapped up?

5:56Like the door's closed. That doesn't mean I'm never going to open it in the future, but it was permanently closed for a good amount of time. I needed to move on. It was a group coaching program I ran for three years. It was amazing. It changed lives. It was a pivotal part of my journey, but it kind of took over my life and became unsustainable. So I'm like, okay, let's shut this down. And now let's actually shift to considering creating a product suite, which is something that I didn't have at that point. And in order to make a product suite, you got to make your first product. So I'm like, okay, what's a course that I can make self-paced, evergreen?

6:29And what's something that people are really needing right now? Yes, social media, but what's the missing link? And what I identified was video editing. And video editing is something that I've done ever since I was like five years old. That's what my mom does. So I've been sitting in her lap from a young age. So that's all come very easy to me as social media has shifted into short form video. However, I very much recognize that is not the case for most people. And it's a really, you know, you can have an idea, but if you don't know how to execute it and bring it to life via video, then you're kind of lost.

6:59So that's where I wanted to dive into and start with my very first course. Okay, and so were you saying, going through the mastermind, I'm gonna start the course, I'm gonna create the course, I'm gonna think about the course. Where were you at in the gestation period? Because what I wanna show is timeline. I think that your story is really beautiful because there are goals, there is anticipation and there's execution. And sometimes they don't all align. But we're sitting here and you've executed. So I really wanna go back and I wanna share like, what does that look like? Because there's people who are watching who have goals, ambitions, execution, but they're somewhere like, oh, I don't know if it's going to turn out for me.

7:33So talk to us, but where were you in that process? Yeah. Well, I'll preface this. It was a long process. So we'll start with that. And I was, I think I was still in the ideation phase because it was mid June that I started actually creating the course. Okay. So we start the mastermind in March, right? You knew like part of like this undercurrent kind of goal with like, I'm going to start on a product suite. Right. And then June. So we're looking at three months of just like chipping away, thinking. And outlining a little bit, doing behind the scenes. But yeah, it took a little time to get there.

8:05But there's no timeline. That's the point here. Like Darius says, oh, it took a long time. And I'm like, but did it? Like there are some people who are like working on something or they can't create a course until they've actually had a decade of experience. So everybody's on their own path. And that's the thing I want to say. It's like, there's no like silver bullet. Like a course should take you three months to build. Who said that? That's a good point. And I will just say, I'm hard on myself. So that stuff comes out. That's, you know, Jarrah's hard on herself personality speaking. That's Mean Jarrah.

8:30And Mean Jarrah, there's no room on my podcast for Mean Jarrah. Sorry. Bye, Mean Jarrah. Okay, so then June. Okay, June, we start making the course. And I think sometimes when I create things, I think, oh, this is not that it's going to be easy, but it's just going to be faster. So I think I originally thought perhaps by August I could be launching this. and that was simply not the case. I decided to make editing 101, editing 102, editing 103 and by the time I finished editing 103, we're close to December at this point, maybe November. Because you were sending me voice memos in August. So the mastermind officially closed at the top of September and so in August, I'll never forget, I was sitting, we were on vacation by a pool and you had sent me a question about something and you were just like, it's taking so much longer and I'm like, no, just be where you are, create it, make it so that your thumbprint is on it and you feel good.

9:26So we started talking about strategy and I think that there was a little bit from my perspective and undercurrent that like, could Jarrah still talk to me after the mastermind? Could those questions still be there? And I just wanted at that moment to say like, I'm team Jarrah, I'm down for you. This course needs to be out into the ether and so get it right and get it good and I'm gonna be here for the ride of it all. And to that point, I remember getting to the point of editing 103 being done, which was where I originally was going to stop. Oh my God. I believe it. Go here, go here, go here. And I wanted to launch it.

9:57Is that what you're thinking of? Yes. Yes. And then I crushed all of your dreams. You crushed all of my dreams. And I remember you saying, you're like, you're going to kind of hate me for this. I did. You can be mad at me. You cannot like me for this. Because I was kind of over it at that point. It felt, once again, just to bring that theme back, it felt like things were taking too long. And I'm like, I just want to get this out there. Yes. And I'm like, I'm just going to launch it. And you're like, no, you're not. Well, I said, can I invite you to? Which is basically like a very trained way of no, you're not.

10:26But may I invite you to look at this differently? Yes, which I'm so thankful for now that time has passed and I can reflect. But you said, let's do a beta round. This is so important because you want to get feedback. You want to make sure the course is right. Because once you do launch it, it's to a large audience. And might as well get the wrinkles ironed out and just set everything straight. And get testimonials. And get testimonials. And you got a girl. Okay, I'm jumping ahead. I'm jumping ahead. That's what I do. I'm sorry. Go ahead. So I did. I ran the beta round begrudgingly, but it was invaluable.

10:58I got a lot of great feedback. I got some feedback that wasn't bad, but I did have to. Constructive. Feedback's really hard for me. So it was tough to receive, but it allowed me to revise the parts of the course that were there already to make it better, stronger, clearer, all the things. And so I want to pause here and say the reason why I was really, I was pushing you on that was because I had done beta rounds and like you getting the constructive feedback, you know, it's never about us, but you're like, this is not what I want to hear. I just spent four months creating this and they're telling you the order of it.

11:34I'm not sure what they told you, but for me it was the order of it, or this could have been explained differently, or this was confusing. And I was like, how could it be confusing? I know. And you just look and you're like, okay, if I hear it more than three times, clearly it's confusing. And that's what the beta round does. Exactly. Okay. Exactly. So I made those changes. But here's what I realized as well. With editing 101 to 103, I don't want to say the course was basic and beginner, but it was leaning more toward the beginner. And I realized with my plans, as I was starting to think of other things that I could do with the course, there needed to be some additional information.

12:07It needed to be a little bit more comprehensive. So in addition to, I think the beta round ended mid-January or so. So from January to, oh gosh, June, July. So just in case anybody's not doing the math, 12 months later, Jara's working on her course. Yeah, yeah. And I also added in editing 104, 105, 106. So the course doubled and then, I mean, it took a while, but the process and the beta round and all those details contributed to what it is today. And the testimonials. And the testimonials. I really, like, we have to live and die by the same sword, right? The sword that felt like it was killing us was also the thing that made us better and had other people talking about it before somebody made an investment in the course itself.

12:57Exactly. Exactly. And yeah, those testimonials, I mean, once people finished the course and got through all the components that were originally there, it was amazing the feedback I got. Their social media lives were changed with these tools that I was providing them. And I'm like, wow, if editing 101 to 103 could do this, imagine what happens with the rest of the course and when it's in its full blossomed state. Okay. So you are getting ready to launch it. But before you launch it, can we pause the story here? Of course. And then what we're going to do is we're going to have like in a movie, how they do a cutaway to a different time.

13:32We're talking about editing. Yes. Oh my God. Are we being meta? Yes, we are. Are we annoying the audience? Cause like, guys, you guys are making a big deal out of nothing. We love video. Just leave us alone. Oh my God. This is the cutaway. Yep. This is a different time and a different version of Jira. And this different version of Jira is being hired by companies. And I'm not sure if you'll, if you would say the company names, I'm not going to do that. If you can, I'd love that. But you're being hired to speak and teach to other mega fortune 500. Fortune 100 companies teaching their associates, their distributors, their teams how to create short-form video content in enhancement of the overall brand.

14:08Okay. So imagine the scene. Jera's on stage and she's teaching anywhere from 20 to 2 ,000 people as part of an organization, short-form video content. So they know Jera. They like Jera. They trust Jera. So Jera, talk to us about this idea that you have a course and you have a very unique connection point to a lot of big companies. Take me to that point, because up until that point of the story, I don't know what happened there. Because you came back to me with this endpoint, and there's this gap, and I'm like, what just happened? What freaking happened here? Sure. I feel like I need a little bit of a backstory just to give context.

14:45Great. So if we go back to 2020, which is when the first time I was on your podcast, it was such a pivotal year for me, for the world, of course. And that was the year, at the very beginning of the year, I pivoted into the world of social media coaching and education from being a content creator and influencer. It was also when I first started my TikTok account. And so I am blossoming into this new role, evolving into this new chapter of my life. And this new platform is supporting me in that, in addition to Instagram as well. And being the person I am, I share my life on social media. So I'm talking about my group program that I'm running.

15:22I'm talking about being on TikTok. I'm sharing things as they're happening and people start to notice. So people start to invite me into their group programs to guest coach, more podcasts, digital conferences that were happening. And then interestingly enough, I get a text from my friend who was a SoulCycle instructor. I used to be a SoulCycle instructor as well, wanting to connect me to someone who used to ride in both of our classes. He's like, he's interested in having you come into Estee Lauder to teach TikTok to all of Estee Lauder's creators and ambassadors. And that was a door that just opened so many doors for me because I had this ongoing relationship with Estee Lauder.

16:04I've done like 10 different presentations and masterclasses and workshops for them over the years. And then that led to their sister brands, MAC, Bobbi Brown. And so I had an ongoing connection with MAC Cosmetics as well. and I did, you know, all of these masterclasses. I worked with smaller groups in more intimate settings. And so they got to know me, trust me. And not only did they know, trust, and like me as well, but they saw the results that their students were getting from learning from me and then sharing about Mac, which was supporting the brand. So that relationship was there. If we go back to September in 2023, Mac sends me - This is the end of our mastermind.

16:45This is where you're like, I should have already launched my course. The mean Jarrett is saying, girl, you should have launched your course already. You should have already had six figures. You should have already done all the things. And you're just like, but okay. So then. Max sends me an email, which is normal. We talk a lot. And they wanted to get on a phone call and discuss what does 2024 look like for us? Do we have in-person events? Do we have more digital stuff? Is there more? Do you work with our creators one-on-one? And I said, yeah, absolutely. Let's get on a phone call and talk. Also, I have a course.

17:15It's called the Video Editing Rodeo. Blah, blah, blah, blah, blah. I would love to tell you about that as well. So I get on the call with them and tell them about it. And they're just instantly excited. Like they realize, wow, Jara has taught strategy to our students, but they are lacking the technical side of editing. So that was the first conversation. And we continued to have conversations over the rest of like those three months of 2023. and then things got more serious in 2024, which then led to, if I get to the end point, which was more around April where it became official, an actual licensing deal with MAC Cosmetics.

17:52Okay, so we're gonna pause, drink some water because I'm gonna have you talk a lot more. Okay. Drink, drink. I wanna go back and look at 12 months because if we were actually looking at this from a very high view, we're at space, we're looking down on Earth, we're looking down in Austin in a beautiful decorated home and her geriatric dogs and her beautiful, kind husband who makes phenomenal coffee. Or so I've heard his coffee art is like next level. And he is supporting you and you're supporting him and you're here. And there's this version of you who is saying it's not fast enough and it is not done enough and it is not perfect enough.

18:30Right. But what we see from September to April was that work had to be done in order for you to cultivate the relationship, in order for you to have space and bandwidth for you to think that there was a possibility of a licensing deal of a course. And I am not saying you're the first person, although I wouldn't be shocked if you were. I've been in the game. I hear about these things. But for you to license a course as a somewhat, if we look at the spectrum of influencers, right? And there is the person with nothing and then you have the Kardashians of the world. Jera falls somewhere, maybe in the lower half of it, right?

19:05Yeah, definitely. So if we look at what this is, There is a very beautiful, dare I say, normal creator who's built a life on creation and it opened up entire new revenue stream and opportunity to work. And I just want Mean Jarrah to say, like, sit down because the real Jarrah had to come through in order for that to happen. So before you even launch this course to the public, before anybody out on the internet knows you have a course, before this idea has ever hit the radar of anybody at any other time, you have sold a license. Which means, for people who are unfamiliar, you sold essentially seats.

19:49You sold, explain to us like what you actually, I don't need all the details, but explain to us what you sold them. Essentially, they said we have this many creators who we'd like to go through the course, and that requires a certain amount of logins to the course. So just like you said, you're selling seats, you're selling logins, and you are creating a volume discount. That's where the benefit for the company comes in. And that's really the skeleton of it. So hundreds and hundreds of seats. Right. So before she launches her course, she has sold hundreds of seats. Right. Right. So before it's out into the ether, you have money in your bank account.

20:28Yes. And so I just want to just have a moment because that is so huge that whatever happened in the launch, you had already won. And so there is this thing here that I always go back and I'm like, had she launched it earlier, would she had had the time and bandwidth to actually build up the structure of a licensing? because here again, if we go into this, and I do not think you're average in any way, shape or form, but I want us to actually say like, this is, you're not this like standout celebrity who has like a PR team and a marketing team. It's just me and my husband. That's right. Okay, so, and the dogs, how dare you cheat on them?

21:02You know that they're like the lifeblood. And my geriatric dogs, you're right. They get some credit. Okay, they're the lifeblood, man. They keep you going. But when we think about what this is, this is a two person and multi-dog show. How are you saying, okay, I literally sold something I don't know how to deploy on. You literally said, let's license this. Gotcha. And then you go back into the kitchen. You're like, oh my God, how are we licensing this thing? Yeah. That's pretty much how it went behind the scenes. See, it's a movie of my mind. Yeah. I know. You have the scenes played out. It's great.

21:32So fortunately, I have my wonderful husband, Aaron, who works with me. And so we had a conversation. Both of us have never licensed anything before. We don't really know how to do it. We understand the bones of it, but what actually goes into it what's required. So my husband, Aaron, had the task of really doing a deep dive into the world of licensing, learning about it, understanding it so we could come at it from a really well-versed perspective and feeling confident with the information. What we found is that there is not a whole lot of information about licensing out there, which is so interesting because the internet is just full of stuff.

22:10You look up how to make a reel. You look up how to scale your business. Like there's so many different sources and opinions and perspectives, but when it comes to licensing, there's not that much out there. We found one woman. We're so thankful for her. Her name's April Beach. She has a podcast. She has, I think, blogs. She has a lot of information about licensing, but that's the only person and only source that we really found any solid information from. We learned as much as we could from her, just from her free resources and podcasts. And the rest, we kind of had to scrape together and figure out ourselves.

22:44Did you bring legal into it? Like, did you get like a contract? What did that look like? We didn't bring official legal into it. We did a lot of research. I have - Like agreements or - Yeah, I have templates that I purchased from a lawyer. So I refer to those all the time. So we referenced that. Aaron uses ChatGPT to reference legal stuff. That's the third creative who said, like they get the templates and then they go in and they explain the situation what you want and it's basically legalese that's okay yeah yeah so i almost want to say like we scrape things together but we that that doesn't really give it justice yeah that doesn't do it justice because we didn't scrape together but we were scrappy in our research and and really realizing there wasn't much to lean on and we had to figure it out for ourselves that's so beautiful and i want to go back and just say it again at the beginning is we are literally m &m-ing this story.