Launching an Educational Space from Scratch in the Culinary Course Niche
Services
Challenge
Skarb Academy is an educational space in the restaurant niche focused on culinary courses, workshops, and training for people who want to grow in the hospitality industry.
The project combines beginner training, hands-on workshops, and specialist preparation for the restaurant business.
A separate business line is event organization and renting out the space to other culinary schools and chefs.
Goal
Launch the project from scratch.
Attract the first audience.
Test demand for the courses.
Build a stable lead generation system.
Scale sales.
Results
Key challenges before launch
- launching from scratch
- no website
- unstable demand
How we solved them
- warming up the audience through content
- selling through messages
- testing offers
- scaling the best-performing combinations
Results
During the project, we generated 249 applications.
Applications included Direct messages and leads from forms.
The ad budget totaled $1,968, and the average application cost was ~ $7.9.
The cheapest inquiries came through Direct ($2–$5), which became the main sales channel.
Applications were converted into course sales through processing in Direct.
The project achieved a stable customer flow, full course groups, and extra income from renting out the space.
- A staged launch reduced risk at the start.
- A simple entry point through messages removed unnecessary barriers.
- Fast lead collection helped us test demand.
Strategy
We built a staged launch: warming up and audience acquisition → offer testing → scaling. This approach prevented budget waste on cold traffic and gradually increased trust.
Structure
- Stage 1 — boosted posts
- Stage 2 — lead generation (Direct + forms)
- Stage 3 — scaling
Each stage solved its own task: trust → leads → scaling.
Communication
- practical, hands-on training
- an opportunity to earn
- atmosphere and community
This helped us overcome the main objections: “I’m a beginner”, “Will I be able to do it?”, and “Will this actually work?”
Funnel
The entire sales funnel was built through Instagram, Direct, and Meta lead forms. Since there was no website, Instagram became the main sales and communication touchpoint.
Why it worked
When launching from scratch, the key is not to sell immediately, but to build trust first.
Instagram and Direct made it possible to quickly move the user into a conversation and close the sale.
What Worked
A staged launch reduced risk at the start.
A simple entry point through messages removed unnecessary barriers.
Fast lead collection helped us test demand.
Scaling the best-performing combinations stabilized performance.
Additional space monetization expanded the project’s unit economics.
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