Mon Bijoux

01Context

Mon Bijoux is a jewellery business that was exploring opportunities to expand into e-commerce education. During my Content & Marketing internship, I contributed to the development of an online course designed to help aspiring and established Etsy sellers understand how to grow and scale their businesses.

When I joined, only a brief outline of the course had been established. I then independently developed educational materials, including presentations, scripts, video lessons, and downloadable resources. I had considerable creative freedom throughout this process and was also involved in researching and brainstorming different marketing and positioning strategies for the course’s eventual launch.

02The Challenge

With only a preliminary outline established, one of the main challenges was transforming the initial course concepts into detailed, structured, and engaging educational materials. As I did not have firsthand experience selling on Etsy, this required extensive independent research and regular communication with my employers to ensure the content was accurate, sufficiently in depth, and covered valuable insights that other courses may have overlooked.

Another important consideration was defining the course's intended audience. We explored whether it should primarily target beginners or more experienced Etsy sellers, ultimately deciding to focus on sellers with existing experience while retaining introductory sections for those starting from scratch. This influenced the depth of the content, how lessons were structured, and the overall presentation of the materials.

In an already competitive market, the challenge was also to make the course attractive through the quality of its educational content and production. My objective was to create materials that were not only informative and comprehensive but also visually engaging and enjoyable to learn from, particularly through the design of presentations and video lessons.

03Content Strategy & Structure

I organised the course into 17 individual chapters, each designed to include a PowerPoint presentation and an accompanying video lesson.

Although the course was aimed at sellers with some existing Etsy experience, I incorporated introductory chapters covering the fundamentals of the platform to ensure that beginners could also benefit. The independent chapter structure meant that more experienced sellers could skip these introductory sections and focus on areas where they wanted to develop their knowledge further, such as SEO, advertising, analytics, and customer retention.

I also included topics such as Leveraging AI and Scaling Beyond Etsy to provide greater depth and explore opportunities beyond conventional Etsy selling advice. These chapters were intended to broaden the course's value proposition and help differentiate it from other educational resources by addressing areas that might receive less attention elsewhere.

Each video lesson was developed around the information on the slides, offering an alternative way to learn, while the accompanying presentations could still be accessed independently for revision or revisiting specific concepts. I also considered how complex concepts could be broken down into more digestible explanations, and how the visual elements of the videos could complement the voiceovers to make the learning experience more engaging.

04Creative Production

Once the course structure was established, I independently developed the educational content and made the creative decisions behind its presentations, scripts, and video lessons.

For the PowerPoint presentations, I maintained a consistent colour palette and visual elements throughout the course, focusing on simple, refined visuals that supported the educational content without distracting from it.

I developed accompanying scripts based on the information presented in the slides, adapting the content into a more natural, conversational format suitable for video lessons. This involved considering how narration could expand on the visual material rather than simply repeat it. For the voiceovers, I used ElevenLabs and selected a voice that felt calm yet engaging, aiming to strike a balance between professionalism and approachability.

For the video lessons, I used CapCut to combine introductory presentation slides, stock footage, animated elements, and captions highlighting key information. To maintain engagement, I ensured frequent frame changes and incorporated subtle animations whenever a frame remained on screen for more than a couple of seconds, introducing movement without distracting from the content.

Working within a limited production budget, I relied primarily on freely sourced stock footage, selecting clips that were both visually polished and relevant to the accompanying narration. This allowed the visuals to reinforce educational concepts rather than only serve as decoration. I applied this approach consistently across the lessons, creating a cohesive video style designed to make the learning experience more engaging and enjoyable.

Presentation Design

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Example from Chapter 9: Photos & Videos

Example from Chapter 12: Analytics & Tracking Performance

Example from Chapter 8: Keywords & SEO

Example from Chapter 17: Scaling Beyond Etsy

05Outcome & Deliverables

By the end of the internship, I had organised the course content into 17 chapters, six of which were new concepts I independently developed, and created the educational content and PowerPoint presentations for all 17 chapters.

Of these, I brought six chapters through to completion, producing both their presentations and accompanying video lessons. Each completed chapter consisted of approximately 20 presentation slides and a 10-minute edited video.

The completed materials, alongside the presentations and content developed for the remaining chapters, provided Mon Bijoux with a foundation for continuing the course’s development and preparing it for its eventual launch.

06Positioning & Launch Strategy

Alongside developing the course materials, I also contributed to research and brainstorming around its potential positioning and launch strategy.

I researched existing e-commerce courses and educational platforms, comparing their content, pricing, and marketing approaches. This helped me gain a better understanding of the competitive landscape and identify opportunities for Mon Bijoux to differentiate its course through the depth of its educational content, the quality of its video production, and its focus on helping Etsy sellers grow their businesses.

I also explored potential positioning and promotional approaches, considering how the course's value could be communicated to prospective students and which aspects of the offering would be most relevant to its target audience. These ideas contributed to internal discussions around the course's eventual launch, rather than forming part of an implemented marketing campaign.