Many universities increase their recruiting efforts to reach a larger and more diverse audience. Some universities also extend their reach with cross-border initiatives and seek international students in order to promote enrollment growth and global learning. The economic potential of distance education and academic globalization has attracted numerous higher education providers, many of which operate on a for-profit basis. The result is an increase in competition for students, which leads to added pressure on universities to control costs and rising tuition. Those online programs unable to successfully adapt to this competitive environment are at risk of failing. This article draws from the research literature and US Securities and Exchange Commission (SEC) filings to examine seven important factors that help determine the success or failure of online programs. These factors are planning, marketing and recruitment, financial management, quality assurance, student retention, faculty development, and online course design and pedagogy. (Contains 1 table and 3 figures.)