lifetunes edtech startup

LifeTunes Knowledge Marketplace, a newcomer to the EdTech scene labeled by some as the ‘iTunes for Knowledge’, is a knowledge marketplace that lets anybody easily sell ‘mini-courses’ directly to the worlds mobile phones. Early adopting instructors get 70% of revenues. The evolving consumer, who likes to learn 80% of the content in 20% of the time whilst on the move, can chat with people in their location who have also bought that specific LifeTune.

In this article, founder Shane Colwell explains in three points what compels him to connect those with knowledge to those without through the LifeTunes marketplace.

  1. Knowledge Sharing, Not Information, Gets People Ahead in Life

 “Sharing knowledge is not posting long courses online, writing encyclopedic articles or giving access to generalized content that explains the “what” and not the “how”. Such things are information sharing. Sharing knowledge is when people who are passionate about what they do or have learnt in life help others develop new capacities for action. It is about developing an eco-system of support for people to improve their lives’

“I went to a normal school in Dublin were people either went to college or rehab, depending on the luck and/or direction they received from their parents or mentors. All the information we needed to get ahead in life was on books and the Internet, but still people failed”

“I was no different to anyone else in my class but small things like advice from my parents, fortuitous access to an expensive schools notes and mentors who believed in me led me onto a road to obtaining a PhD in Engineering, getting a good job and getting an MBA from the world’s top business school”

“Whilst at INSEAD business school, the following suddenly dawned on me “What if John from school had access to the same inspirational course on Entrepreneurship as I did? Would he have started his own business instead of going off the rails? Hell, what if all the people in Liberia or Russia or Yemen or New Jersey had access to such life improving knowledge for $1”

“I knew most cannot afford the $100,000 sum required to get such a course from a top business school. So how to incentivize people who have attended INSEAD or Harvard or created a successful business or who have learnt whatever the hard way to share their knowledge with people who cannot afford $100,000? How to incentivize them to sell their knowledge for $1”

“It is cash. If people sell $100,000 worth of knowledge to 100,000 people for $1, it is good business for everyone. So what if we could make it easy for anyone to share a course/knowledge and sell it to the worlds 2 billion smartphones, getting over 50% of the revenues in the process? What if we could price such knowledge such that it was affordable to everyone? The instructor would be happy, as you make more cash from selling to many at a low price than selling to a few at a higher price. The buyer is happy as he gets the good stuff for the price of a coffee. We then get knowledge topics embodied in communities and networks, through conversations, connections and relationships”

“And that’s what LifeTunes does; it connects those with knowledge to those without and creates sustainable networks to nurture action”

  1. People Value Three Dimensional Learning and Simplicity

“My god, when I remember some of my least favorite courses I took during my engineering degree, it makes me shudder. Sitting there, listening to archaic teachers talking about rocks for 12 hours. So I didn’t go to the classes I didn’t like and I would ask people who attended what were the key learning’s. I would write down these main topics in my notebook then revisit them a few days before the exam. Funnily enough, despite wanting to bang my own head against a rock during that geology exam, I got the best marks in the class”

“What I found is that I took on the learning’s far better when speaking with someone about the key learning’s, reading the background notes to those key learning’s and having the humility to ask follow up questions.”

“These days, people’s heads almost explode with the amount of information coming from the radio, their smartphones and other people. It’s pretty intense. We need to follow the 80/20 rule, where you get 80% of the outcomes based on 20% of the input. ”

“That’s why a LifeTune is not called a course, as a course is too long, has no network and doesn’t give you the how. Instead, a LifeTune aims to be a multimedia summary of 80% of the topic in 20% of the time. It is geared towards mobile phone consumption, as the new instant gratification generation learns on the move, rather than sat behind a desktop”

“Creating a LifeTune is a simple matter of uploading video, text, audio and files onto a simple template thereafter you set the price. After a quality control review, our program then translates that directly to the app for pay and download by a consumer who may be anywhere”

  1. Learning isn’t reading. It is action and networks.

“I think where online courses fail to inspire is because learning through them is very laborious, not to mention hazardous, as people have to rely solely on the effects of their own actions to inform them what to do.  To put it another way, you do a course, then what? Who do you engage with to learn by either doing or observing?”

“At INSEAD, the classes and pre-read are absolutely outstanding however the real learning and action come from interacting with classmates. Talking about starting a business or doing a financial projection is all very well in class, but it’s only through interaction, discussion and being with the network did I truly learn.”

“Furthermore, knowing how to do something won’t get you far if you haven’t got the confidence to execute it. Chatting with people who are also experiencing what you want to achieve is the best way to action upon learning’s”

“That’s why when you buy or sell a LifeTune, there is a Tinder-like location finder for everyone else who has bought that LifeTune. So for example, if you bought LifeTune on ‘How to create a marketing business in New York, you can find someone a mile away who has also bought that LifeTune and chat with them. In essence you are paying a small fee to get access to a real network of people who will support you”

“Finally, we are listening to our LifeSharers (i.e. Instructors) who all feel disenfranchised with other platforms selling their content. Instructors do not feel in control of their content , feel that they are being taken advantage of and are not seeing the gains they should be seeing. That’s why LifeTunes is a cooperative, where all LifeSharers will receive a % of the overall company profits. No other platform sees their instructors as partners like we do. This is something we have to finish ironing out, and as soon as we do, we will notify all of our LifeSharers”

LifeTunes is due to launch to the consumers and currently has an offer of 70% of revenues for Instructors who create content before consumer launch. The app is available on iOS and soon to be available on Android. Visit to start sharing knowledge 

About the Author

shane - lifetunes founder

Passionate about global social mobility and aghast at the costs of learning outstripping that of inflation, Shane believes the only way for everyone to get ahead in life is by incentivizing those with actionable knowledge to share it to those without. At, the team and he are doing everything possible to make the ‘selling’ process as simple, easy and rewarding as possible for instructors. The buying experience of will be similar to that of iTunes i.e. that of small cost for single downloads. When he’s not working on LifeTunes or business, he’s probably clearing his head by dragon boat racing in the sea or attempting his next novel. He’s always interested to hear from LifeTune creators about their struggles, so don’t be shy, drop him a line.



Twitter: @LifeTunesApp


Posted in Edupreneurship, LMS and Course Marketing Platforms and tagged , , .

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