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Massive Open Online Courseware (MOOCs) appeared in 2008 and grew considerably in the past decade, now reaching millions of students and professionals all over the world. MOOCs do not replace other educational forms. Instead, they complement them by offering a powerful educational tool that can reach students that, otherwise, would not have access to that information. Nevertheless, designing and implementing a successful MOOC is not straightforward. Simply recording traditional classes is an approach that does not work, since the conditions in which a MOOC student learns are very different from the conventional classroom. In particular, dropout rates in MOOCs are, normally, at least an order of magnitude higher than in conventional courses. In this paper, we analyze data from 7 successful MOOCs that have attracted over 150,000 students in the past years. The analysis led to the proposal of a set of guidelines to help instructors in designing more effective MOOCs. These results contribute to the existing body of knowledge in the field, bring new insights, and pose new questions for future research.