WorshipU
2012 :: 2019
Bethel Music
In 2012, independent record label and start-up, Bethel Music, was preparing to launch an online learning platform - an LMS that had courses on music, songwriting, and faith. They called the application WorshipU (worship university) online.
I joined the team pre-launch and led the charge in getting the app to market. I managed the team of designers, developers, content producers, administrators, and marketers as we built a custom web app. This was an era prior to LMS apps being easily available to the public. So we were forced to design and build the entire application from scratch, including a proprietary video player, billing system, and CMS.
Within just 2 years, we grew the program to over 10,000 active subscribers, 500+ video lessons, 10 courses, and a social following over 100k+. The application was growing 7 figures, and I was leading a team of 10 full time staffers.
I spent years continuously perfecting and improving the app with the team. Leaning into customer feedback to launch new features, functions, and user experiences.
Subscribers: 15,000+
From 0 to 1, and 1 to over 15,000; we continued to grow and scale the platform through excellent user experience, optimized conversion, and ongoing retention strategies.
Fans: 100,000+
In only a few short years, the social media following of WorshipU exceed 6 figures. We developed a strong brand POV, along with compelling content to reinforce.
MRR: $100,000+
By year 4 of operation, the app was consistently hitting 6 figure monthly subscriber revenue; with that number set to double after the roll out of new partnerships and features.
Staff: 7
With my eyes ever focused on fiscal responsibility, we were able to scale without bloating the staff; running lean and precise, with the best professionals in their sweet spots.
Courses: 10+
We curated over a dozen multi-lecture courses that offered students a chance to earn certificates and eventually accreditation - increasing the ROI of their subscription.
Videos: 700+
Song tutorials, interviews, instrument lessons, large room lectures, and more…the app was filled with hundreds of lessons to keep users endlessly coming back.
Product Direction
From the onset of app and web development, I knew we had to center on the user experience, and build around customer needs. I directed and roadmapped all product features, functions, and design for over 6 years. Using the iterative methodology, we continuously rolled out updates the made the user experience more fulfilling, navigable, and beneficial.
Content Direction
A strong user interface only goes so far, when the product your offering is a streaming platform for learning about music, songwriting, and faith. The content is king. Part of my role was developing an ongoing, long term content development plan that intersected with the app’s capabilities. The content and the product had to fit together seamlessly for the ultimate usability and lovability of the brand.
With my oversight and direction, WorshipU released 700+ video lessons, that kept users engaged and retained.
General Management
I was overseeing the P&L, marketing, brand, operations - everything. We never had an unprofitable year, and never exceeded our op ex budget, in 6 years of management. I set a focus on sustainable growth, and precise utilization of resources. Building a team blended of experts and juniors with tons of natural talent, we were able to out kick our coverage time and time again.