Piano In 21 Days

How I Make $30K/Month Working 1 Hour/Month [Update]

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Jacques Hopkins

Founder, Piano In 21 Days

$30K

revenue/mo

Founders

Employees

Piano In 21 Days

pianoin21days.com

from Baton Rouge, LA, USA

started March 2013

$30,000

revenue/mo

Founders

Employees

Discover what tools recommends to grow your business!

Discover what books Jacques recommends to grow your business!

The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join ... Timothy Ferriss

Want more updates on Piano In 21 Days? Check out these stories:

1. I Created A $480K/Year Online Piano Lessons Business With $100 (2022) ➜

This is a follow up story for Piano In 21 Days. If you're interested in reading how they got started, published over 2 years ago, check it out here.

Hello again! Remind us who you are and what business you started.

Hi again! I’m Jacques Hopkins, the creator of Piano In 21 Days, an online piano course designed to help adults of all ages learn to play the piano as quickly as possible. My approach focuses on simplicity and quick results, catering to people who have always wanted to play the piano but never had the time or who struggled with traditional lessons.

Since launching in 2013, Piano In 21 Days has allowed me to quit my engineering job and support my family, consistently generating five figures in monthly revenue.

To date, over 10,000 students have signed up for the program, and it has brought in more than $4 million. These days, it brings in $10k-$30k per month, and I work on it about one hour a month.

In addition to Piano In 21 Days, I also run a second business called The Online Course Guy, where I help aspiring and established course creators build and grow their own successful online courses. I started The Online Course Show podcast in 2017, where I interview successful course creators, share insights from my own experiences, and provide actionable advice tailored to the online course industry.

While Piano In 21 Days focuses on music education, The Online Course Guy is all about empowering entrepreneurs to succeed in the digital education space. These days, I primarily use Piano In 21 Days as a testing ground for my other brands. People love hearing that I’ve been successful with an online course in the hobby niche—one that doesn’t teach how to make money.

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Tell us about what you’ve been up to. Has the business been growing?

Since our last interview, Piano In 21 Days has continued to bring in steady revenue, even though I’ve admittedly put in minimal effort over the past couple of years. It’s been both a blessing and a curse.

The way I built the business allows it to operate on autopilot, which is fantastic, but that also led me to get a bit complacent. Despite that, the business still brings in $10,000 to $30,000 per month with very little active management, and I work on it for about one hour a month now. I’m grateful that the systems I put in place have allowed it to sustain itself so well.

One of the big milestones we’ve hit recently is reaching over 10,000 students. That’s a number I’m really proud of. The course has also generated over $4 million in revenue since its launch, which feels surreal when I think about where I started in 2013.

It’s a testament to the strength of the systems I’ve built, especially my sales funnel and marketing strategies, which are still bringing in new students consistently.

Recently, I’ve decided to re-engage with the business a bit more, starting with YouTube. We’re nearing the 100,000-subscriber milestone on the Piano In 21 Days YouTube channel, which is a huge achievement. I posted my first new video in two years just last week, and I plan to continue creating new content.

YouTube has always been a crucial marketing channel for this business, and I’m excited to see how far it can go with renewed attention. YouTube still drives a lot of organic traffic to the course, and I believe there’s potential to reach even more people with consistent content.

In terms of other marketing strategies, I haven’t introduced any new products or taken on additional employees, but I have noticed that some of the original traffic sources, like certain Facebook ads, aren’t performing as well as they used to.

I’ve scaled back on paid advertising in general, relying more on organic channels like YouTube and email marketing, which have stood the test of time. My email list continues to be a key asset, and I regularly send promotions and value-packed content to keep students engaged and happy.

To keep existing students satisfied and coming back, I’ve always focused on delivering the best possible experience. One of the things that works well for us is the strong sense of community we’ve built. We have an active Facebook group for students, and I occasionally host live Q&A sessions to stay connected with them. This helps maintain a personal touch, even as the business operates mostly hands-off.

Overall, the business has been stable. While growth has slowed in the sense that I haven’t actively worked to scale it recently, the foundation I built allows it to remain profitable and impactful for my students. Now that I’m re-engaging with content creation, I’m excited to see where we can take it next.

One of the biggest lessons I’ve learned this past year is the importance of re-engaging with what works, even when you feel disconnected.

What have been your biggest challenges in the last year?

One of my biggest challenges over the past year has been maintaining passion for Piano In 21 Days. After running the business for over a decade, I found myself less excited about creating new content and engaging with the topic of piano itself. This loss of passion made it difficult to stay motivated, and as a result, I put the business on autopilot for a while.

While the systems I built allowed the business to continue generating revenue, the personal satisfaction and excitement that used to come from it just weren’t there anymore. It’s tough to create meaningful content when your heart isn’t fully in it.

Another challenge has been adapting to the changing landscape of YouTube. While YouTube is still a major driver of traffic for Piano In 21 Days, the formula for success on the platform has shifted significantly since I first started. It used to be all about keyword research and SEO, but now success largely depends on things like thumbnails, titles, and viewer retention. I’ve had to rethink how I approach content creation and adjust to these new dynamics to ensure my videos continue to attract and engage viewers.

Lastly, balancing multiple businesses has been a challenge. My second business, The Online Course Guy, has become a bigger passion project for me lately. As I’ve become more interested in helping other entrepreneurs build their own online courses, I’ve had to figure out how to divide my time and energy between the two ventures. The struggle has been in finding the right balance without burning out, while still making sure both businesses continue to thrive.

What have been your biggest lessons learned in the last year?

One of the biggest lessons I’ve learned this past year is the importance of re-engaging with what works, even when you feel disconnected. Taking a step back from Piano In 21 Days made me realize that while the business can sustain itself, it won’t grow if I’m not actively involved. I learned that you can’t completely “set and forget” a business, even if it’s doing well.

Getting back into content creation for YouTube and focusing on my core audience helped me reconnect with the business and sparked a new level of motivation. It was a reminder that sometimes you just need to jump back in and start doing the work, even if you’re not feeling fully inspired.

Another important lesson came from my shift in strategy on YouTube. I had to learn that what worked in the past isn’t necessarily going to work now. The platform has evolved, and so have viewer expectations. Previously, it was all about optimizing for SEO and keywords, but now it’s more about thumbnails, titles, and keeping viewers engaged throughout the video.

Understanding and adapting to these changes helped me make smarter decisions about my content, and it’s already making a difference in how the channel is performing.

On a personal level, losing 50 pounds this year was a huge milestone for me. This journey taught me the value of accountability and how much that applies to both personal and business goals. Working with a personal trainer kept me on track, and that same principle can be applied to business. Sometimes, you need someone or something outside of yourself to keep you motivated and accountable, whether that’s a coach, a mentor, or even your own community. It’s a habit that has helped me both in my health and in keeping my businesses moving forward.

One of the biggest pieces of advice I can give is to focus on building your audience first. I made the mistake of creating a product that almost no one was waiting for because I hadn’t taken the time to build an audience or understand what people really needed.

What’s in the plans for the upcoming year, and the next 5 years?

In the short term, my main focus is on re-engaging with YouTube for Piano In 21 Days. Hitting 100,000 subscribers is within reach, and I’m excited to continue building momentum there. I believe there’s still a huge audience out there for this course, and I’m eager to see how consistent content creation can drive more students into the program. I’ll also be keeping an eye on how I can further optimize my sales funnel to ensure that the traffic coming in from YouTube converts into sales at a higher rate.

In the long term, I’m open to the idea of selling Piano In 21 Days. I’ve been running this business for over a decade, and while it’s been incredibly successful, I’m increasingly passionate about my second business, The Online Course Guy.

If the right offer comes along, I’d consider transitioning out of Piano In 21 Days and putting more energy into helping other course creators build their businesses. That said, I’m in no rush to sell, and I want to ensure that if I do, it’s the right move both for me and for the future of the course.

In terms of vision, I see The Online Course Guy growing into an even bigger platform for education and entrepreneurship. I’m excited about expanding my coaching and resources for course creators, and I believe the next 5 years will be focused on making a larger impact in that space. My goal is to help more people launch successful courses across a variety of niches, and to continue testing strategies through Piano In 21 Days that I can apply to other brands and businesses.

What’s the best thing you read in the last year?

The best thing I read in the last year has to be The Four Tendencies by Gretchen Rubin. This book had a profound impact on me, both personally and professionally. It breaks down how people respond to expectations—whether inner or outer—and helps me understand why I excel in some areas but struggle in others. I discovered that I respond very well to outer expectations but struggle with inner ones, which explained a lot about my habits and motivation.

Reading this book was a turning point in my weight loss journey, helping me lose 50 pounds by creating external accountability with a personal trainer. It also made me realize how important accountability is in my business. Whether it’s having a coach, a team, or even a community, setting up systems of external accountability has been key to my success. The Four Tendencies has truly helped me better understand myself and set up structures that keep me on track.

Advice for other entrepreneurs who might be struggling to grow their business?

One of the biggest pieces of advice I can give is to focus on building your audience first. I made the mistake of creating a product that almost no one was waiting for because I hadn’t taken the time to build an audience or understand what people really needed.

It’s easy to get caught up in the excitement of launching something, but the real key is creating something that resonates with an audience that’s already there, waiting for it. So, if you’re struggling to grow, ask yourself: Do I really know my audience? Am I giving them what they truly need?

Another important lesson I’ve learned is to focus on consistency over perfection. Too many entrepreneurs hold themselves back because they’re trying to make everything perfect before launching or sharing it with the world. The reality is, you can learn a lot more by putting something out there, gathering feedback, and iterating as you go. Perfection is a moving target, and waiting until something is “perfect” often means missing valuable opportunities to grow and improve.

I also encourage entrepreneurs to be adaptable. What worked for you in the past might not work today, and that’s okay. The business landscape, especially online, is constantly changing. For example, I had to completely rethink my YouTube strategy because the platform evolved.

It’s not just about keywords anymore, it’s about engagement and keeping viewers hooked. If something isn’t working, don’t be afraid to pivot. Sometimes, small adjustments in your approach can lead to big breakthroughs.

Lastly, remember that entrepreneurship is a long game. Success doesn’t usually happen overnight. You’ll have ups and downs, and that’s completely normal. The most successful entrepreneurs are the ones who can keep going even when things get tough. So, if you’re feeling stuck, know that persistence, adaptability, and a deep understanding of your audience are the keys to breaking through.

Are you looking to hire for certain positions right now?

At the moment, I’m not actively hiring, but I’m open to the possibility of bringing someone on to take over as the “face” of Piano In 21 Days. While I’ve enjoyed being the primary content creator for the brand, I’m not sure how long I’ll want to continue in that role. If the right person comes along—someone who’s passionate about teaching piano and can represent the brand well—I’d be open to exploring that possibility. If you think you could be a great fit, feel free to reach out.