build your email list as a valuable asset for your business
A practical course to help you build, write and send emails that grow your business.
If you’ve built a list but don’t know what to send…
If you avoid email because you’re unsure what to say…
If you want consistent income without relying on social media…
This course will give you the structure.
why email matters
Social media is rented space.
Your email list is yours.
Email allows you to:
• Build trust consistently
• Speak directly to your audience
• Launch without algorithms
• Sell without feeling salesy
• Create predictable income
But only if you use it.
‘Email marketing continues to be unmatched when it comes to the return on investment (ROI) it drives. In fact, 35% of companies see a whopping $10-$36 for every $1 spent’ Litmus 2026
this course is for you if:
• You have (or want) an email list
• You don’t know what to send
• You feel awkward about selling
• You want simple systems, not complexity
You do not need tech experience.
You do not need a huge list.
You do not need to have started.
You do not need perfect writing skills.
We use kit (previously known as convertkit) in our demonstrations, you are able to transfer these skills to other email providers, support is not offered for other providers.
What you’ll learn
Module 1 – The Foundations
Why email works
What to send (and how often)
The difference between nurture and sales emails
Module 2 – Your Welcome Sequence
How to set up a simple welcome flow in ConvertKit
What to say in your first 3–5 emails
How to build trust immediately
Module 3 – Weekly Emails Made Simple
A repeatable structure for weekly emails
How to write without overthinking
Turning everyday moments into content
Module 4 – Selling Without Awkwardness
How to introduce offers naturally
Launch email structure
Objection-handling emails
Closing confidently
Module 5 – Simple Automation
Setting up tags and sequences in ConvertKit
Basic segmentation
Keeping your system clean and manageable
how it works
Pre-recorded video lessons
Simple worksheets
Email templates
ConvertKit walkthrough examples
Designed to be completed in 3-4 hours total.
about us
Shine Business Academy is a supportive, down-to-earth space for people who want to build a business that works in real life. We focus on practical marketing, confidence-building, and clear step-by-step strategies that help new entrepreneurs make steady progress without the overwhelm. Through our membership, resources, and community, we help people grow their audience, build simple funnels, and create sustainable income — all with encouragement, clarity, and support along the way.
about your host
Hi, I’m Lorna — a business owner, coach, and mum from Scotland.
Building my own business has given me something I value deeply: flexibility and financial freedom. It’s allowed me to work around school runs, caring for family and all the moments I never want to miss. I built my business to fit my life — not the other way around — and now I help others create the same freedom for themselves.
Shine was created to support entrepreneurs who want to grow in a way that feels achievable, sustainable, and aligned with real life.
Everyone deserves flexibility, and the financial freedom to build a life that works for them.
what our community tell us about start up school
can we answer any questions for you?
who is start up school for?
Start Up School is designed for people who want to start or grow a small business or side hustle, and want clear guidance without overwhelm. Whether you’re beginning with an idea or already offering something and want more structure, you’ll fit right in.
Do I need to have a business idea before joining?
No — many people join at the idea stage. You’ll learn how to explore your strengths, validate ideas, and choose an idea that feels right for you.
How much time do I need each week?
Around 1-2 hours to get through the content with extra time for planning out your business. Each session is focused and practical, and you’ll get simple steps to work on between sessions.
What if I can’t attend a session live?
All sessions are recorded and added to your private course area. You can watch them back at a time that suits you and you have access to them for a year so you can revisit the modules.
Does this course cover marketing?
Yes. You’ll learn the foundations of audience building, simple funnels, visibility, and how to market your business in a way that feels manageable.
What if I already have a small business?
You’re welcome here. Many people join to get clarity, structure, and accountability, especially around marketing and planning.
Is there support between sessions?
Yes — you’ll have access to a private space where you can ask questions, share wins, and get guidance throughout the 8 weeks.
Is there a refund policy?
We’re confident you’ll love Start Up School, but if you feel it’s not the right fit after the first week, just let us know and we’ll arrange a refund.
What happens after the 8 weeks?
You’ll have a clear plan, confidence in your business foundations, and the option to continue your learning with us inside the Shine Marketing Membership if you choose.
Are there any breaks during the programme?
Yes, we do have a catch up week scheduled during our 8 week course. There is no rush to do the content, you have access to do it over 12 months.
next steps
If you’re ready to create a real, thriving business, we’d love to support you.
Start Up School gives you the clarity, structure, and encouragement to move forward with confidence — one simple step at a time. Join us and let’s build something you’re excited about.