Without a doubt, the biggest mistake I made with the ActoGuitar project was trying to sell the content as just that -- static content. We had pitched it as an interactive course: "read the wonderful content, which contains audio and video, and ask questions to our expert staff!" There are a number of problems with this strategy:

1. Selling static information online is tough, because lots of people are giving away static information.

2. If no one has ever heard of you and hence you don't have any credibility, selling content is even tougher.

3. I am not a legendary guitarist who knows everything about the instrument, and hence is qualified to offer "expert" support. I think I'm a good guitarist, but I'm not great, and my knowledge is not particularly wide; I focus almost exclusively on using the guitar as a songwriting tool, and hence am not knowledgeable about many of the technical matters.

The solution? Change the business model. The new business model we have planned is more about building a community. I think we're at a point where we're about to turn a corner and have growth really accelerate, which is going to open up a lot of possibilities to do something truly disruptive.

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