The first thing everybody does is put a price on the session.

It is the obvious move. You already sell a room and a clock, so you sell the stream the same way. One session, one ticket, thank you very much.

And it works. Twelve people pay, you go live, nobody's microphone dies, and you close the laptop feeling like a broadcaster.

Then Tuesday arrives and you are back at zero. Not down a bit. Zero. The same zero as last month, and the month before that, and the one before that.

Which means the business you have built is a theatre that gets demolished after every performance and put up again on the Tuesday. By you. In the rain.

And the money is not even the worst of it. The worst of it is that a good week tells you nothing at all. Twelve tickets this Thursday does not predict twelve next Thursday, or four, or forty. You do not have customers. You have a run of small separate events, each one filled from nothing, forever, by a person who also has to teach the class.

I have watched a lot of people do this to themselves, and the ones who stop all do the same thing first.

They stop selling single sessions.