The subject of our latest feature is an expert well-known in the EdTech industry — Inna Tulepova!
She specializes in launching online schools and educational courses. We decided to interview her for two key reasons. First, she has developed a proprietary promotion technology that has been highly acclaimed at prestigious awards. Second, Inna has created a product that has become one of the best-selling courses in the history of gender psychology and online education! We connected with Inna via video call to get all the details. Fortunately, she was able to carve out some time from her busy schedule for our interview. Here’s what we learned!
Among her followers, Inna Tulepova is known as INNA TULEPP. This charismatic entrepreneur advises experts with multimillion-dollar audiences and launches her own startups with budgets that are hard to fathom. Remarkably, she is entirely self-taught! Collectively, her courses have reached millions of people across various countries.
One of the most notable achievements of this outstanding expert is the co-founding and launch of Lady School, an online education platform that ranked among the top 100 largest online schools on GetCourse. With an annual turnover of approximately $5 million, Lady School claimed the number-one position among 18,000 online courses, outperforming competitors in revenue, engagement, and educational content quality.
Inna’s role encompasses producing, promoting, and developing marketing strategies for some of the biggest online schools. She leads teams and manages all operational processes, including business strategies, behavioral analytics, digital marketing, and brand management.
Her primary mission is to help businesses grow financially. It’s a challenging task! The women’s education market is one of the most complex segments in EdTech. It requires highly tailored marketing messages. According to Coursera’s annual report, women make up 47% of the platform’s global audience. However, despite their strong presence, female learners tend to be highly selective and demand high-quality educational products. They seek knowledge that is directly applicable to real-life situations and expect courses to offer not just theoretical information but also practical tools for personal and professional development. This presents a unique challenge for marketers.
Additionally, many women juggle multiple roles and responsibilities, such as work, childcare, and household duties. They value the flexibility of online learning, which allows them to study at their own pace and on their own schedule. Recognizing this, Inna has focused on creating marketing strategies that align with these needs, integrating features like bite-sized lessons and interactive exercises that fit seamlessly into busy lifestyles.
Perhaps the most difficult challenge is retaining the audience. Unlike traditional courses, where students simply “complete their studies,” the schools Inna manages build strong communities. Graduates remain within the ecosystem, continue learning, and recommend courses to others. This means that marketing here is not just about advertising—it’s a powerful engagement strategy. Notably, Inna’s educational products often operate without paid advertising, relying instead on strategic marketing and word-of-mouth referrals. People trust her because her programs deliver tangible results.
Inna’s achievements have been recognized with several prestigious awards. In 2021, she won the "Effective Education" award in the “EdTech Producer of the Year” category. Her project, Lady School, designed to support women, secured first place in the "Best Social Projects" awards in the “Women’s Support Programs” category in 2023. These accolades underscore her expertise and global recognition.
Recently, Tulepova’s methods have attracted interest in the U.S. market. "The experience of creating organic educational products could be key for American companies looking to move beyond traditional education models," says Daphne Koller, co-founder of Coursera. "Many people are tired of formal education, and Inna’s approach could mark a new era in the promotion of gender psychology courses."
Today, Inna is launching her own marketing course for business owners, aimed at helping entrepreneurs build effective promotional strategies. She also frequently mentors and develops her own personal educational products. She co-authored several popular programs, including "Relationships on Heels," a private women’s club focused on career growth, investments, and financial management. She also created the "Find Your Wings" project, which trains individuals to become business assistants in the online marketplace. This launch attracted a broad audience, including professionals from major banks and entrepreneurs.
Inna Tulepova continues to redefine online education, proving that innovative strategies and community-driven learning can transform the way people acquire knowledge worldwide.
