So You Want to Sell aWordPress Theme or       PluginDave DonaldsonCo-founderMax Foundry
Things That Make You Go Hmmm• Going to pose a lot of questions• Hard lessons learned• The goal is to make you think
Things We’ve BuiltThemes       PluginsLiftoff      MaxLandingVenture      MaxSalesMarketeer    MaxSqueezeTenenbaum    MaxA...
Things We’ve Actually SoldThemes       PluginsLiftoff      MaxLandingVenture      MaxSalesMarketeer    MaxSqueezeTenenbaum...
Things We Never ReleasedThemes      PluginsLiftoff     MaxLandingVenture     MaxSalesMarketeer   MaxSqueezeTenenbaum   Max...
Things We Currently SellThemes      PluginsLiftoff     MaxLandingVenture     MaxSalesMarketeer   MaxSqueezeTenenbaum   Max...
Congratulations• You can maybe design a bit…• …and can write some code to go with it…• …and you can do it in your parents’...
THINGS TO KNOW UP FRONT
Things to Know Up Front• Themes:  – It’s a commodities market  – All about great design  – Lots of competition  – Extremel...
Things to Know Up Front• Plugins:  – Not quite the commodity that themes are  – Only a few plugin-only companies  – Much e...
Things to Know Up Front• What people are really buying is support  and upgrades• You are always competing with free
YOU’VE BUILT IT, NOW WHAT?
You’ve Built It, Now What?• Building the product only gets you half way  there:  – Gotta build the website  – Gotta setup ...
SUPPORT
Support• Don’t bother charging for your product if you  aren’t going to offer support• How long will you offer it? 1 year?...
Support• Do customers have to activate a license key to  get support?• Did you build that into the product?• Don’t underes...
Support• Email  – Fine to start, but doesn’t scale  – Email is already hard to stay on top of  – What email address?  – Yo...
Support• Phone  – Maybe for priority (paid) support only?  – What number will people call? Your cell?  – Google Voice is g...
Support• Forums  – Might be best to go this route first  – bbPress is good for this  – Or maybe an external service like Z...
PRICING
Pricing•   Try to avoid competing on price•   How much will you charge?•   Will you use tiered pricing?•   What about mult...
Pricing• You must consider the costs of supporting  your product for a customer who uses it on  multiple sites.• Example: ...
MARKETING
Marketing• How will you drive traffic to your site?  – Email  – Social Media  – Adwords  – SEO  – WordPress.org
Marketing• Email  – Very important  – Can be very effective  – Collect email addresses ASAP  – Have you ever run an email ...
Marketing• Social Media  – Can help raise visibility  – Time your posts properly  – Should NOT be your only marketing  – I...
Marketing• Adwords  – Ever run an Adwords campaign?  – It’s an art all by itself  – And extremely time-consuming  – And ca...
Marketing• SEO  – Takes time for Google to grant you authority  – The more quality backlinks the better  – Avoid doing sca...
Marketing• WordPress.org  – Utilize its high search engine ranking  – Build a slimmed-down free version and put    it into...
BRANDING
Branding• For many people it’s an afterthought• Think about your branding early• Affects all of your marketing
Branding• Max Foundry:  – Plugin names intentionally start with “Max”  – Plugin websites all look similar, yet different  ...
AUTO UPDATES
Auto Updates• No worries for plugins in the wordpress.org  Plugin Repository• Commercial plugins require more work• Critic...
Auto Updates• A couple options:  1. Roll your own  – Lots of work, tedious  – Code on the internet, Google it  2. Use WP U...
Auto Updates• WP Updates – 3 easy steps  1. Upload your plugin version  2. Download updater class  3. Add 2 lines of code
Auto Updates• WP Updates – 1 gotcha  – Version numbers  – 1.10.0 should be more recent than 1.9.2  – But not in WP Updates
TAKEAWAYS
Takeaways• It’s a lot more than just building it• Everything takes 2-3x longer than you think it  will• It’s hard work
Thanks!   Dave Donaldsondave@maxfoundry.com     @arcware
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So You Want to Sell a Theme or Plugin (WordCamp Atlanta 2013)

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Transcript of "So You Want to Sell a Theme or Plugin (WordCamp Atlanta 2013)"

  1. 1. So You Want to Sell aWordPress Theme or PluginDave DonaldsonCo-founderMax Foundry
  2. 2. Things That Make You Go Hmmm• Going to pose a lot of questions• Hard lessons learned• The goal is to make you think
  3. 3. Things We’ve BuiltThemes PluginsLiftoff MaxLandingVenture MaxSalesMarketeer MaxSqueezeTenenbaum MaxA/BFolio MaxButtonsPanorama MaxButtons Pro MaxInbound MaxGalleria
  4. 4. Things We’ve Actually SoldThemes PluginsLiftoff MaxLandingVenture MaxSalesMarketeer MaxSqueezeTenenbaum MaxA/BFolio MaxButtonsPanorama MaxButtons Pro MaxInbound MaxGalleria
  5. 5. Things We Never ReleasedThemes PluginsLiftoff MaxLandingVenture MaxSalesMarketeer MaxSqueezeTenenbaum MaxA/BFolio MaxButtonsPanorama MaxButtons Pro MaxInbound MaxGalleria
  6. 6. Things We Currently SellThemes PluginsLiftoff MaxLandingVenture MaxSalesMarketeer MaxSqueezeTenenbaum MaxA/BFolio MaxButtonsPanorama MaxButtons Pro MaxInbound MaxGalleria
  7. 7. Congratulations• You can maybe design a bit…• …and can write some code to go with it…• …and you can do it in your parents’ basement.• Sweet! You’re gonna be filthy rich!
  8. 8. THINGS TO KNOW UP FRONT
  9. 9. Things to Know Up Front• Themes: – It’s a commodities market – All about great design – Lots of competition – Extremely hard to stand out from the crowd – Many companies compete on price
  10. 10. Things to Know Up Front• Plugins: – Not quite the commodity that themes are – Only a few plugin-only companies – Much easier to find a niche – A little easier to stand out from the crowd – Need to have the engineering chops
  11. 11. Things to Know Up Front• What people are really buying is support and upgrades• You are always competing with free
  12. 12. YOU’VE BUILT IT, NOW WHAT?
  13. 13. You’ve Built It, Now What?• Building the product only gets you half way there: – Gotta build the website – Gotta setup analytics – Gotta setup e-commerce – Gotta setup forums – Gotta setup Google Apps – Gotta setup email campaigns – Gotta setup Adwords campaign
  14. 14. SUPPORT
  15. 15. Support• Don’t bother charging for your product if you aren’t going to offer support• How long will you offer it? 1 year? Forever?• Is it 24/7 or only between certain hours?
  16. 16. Support• Do customers have to activate a license key to get support?• Did you build that into the product?• Don’t underestimate how long this will take to implement and test
  17. 17. Support• Email – Fine to start, but doesn’t scale – Email is already hard to stay on top of – What email address? – Yours or a support alias?
  18. 18. Support• Phone – Maybe for priority (paid) support only? – What number will people call? Your cell? – Google Voice is good for this
  19. 19. Support• Forums – Might be best to go this route first – bbPress is good for this – Or maybe an external service like ZenDesk – Is it publicly available or for paid customers only? – If for paid customers, you’ll need to integrate the forum software with your e-commerce software
  20. 20. PRICING
  21. 21. Pricing• Try to avoid competing on price• How much will you charge?• Will you use tiered pricing?• What about multisite pricing?• Ask potential customers how much they’d be willing to pay
  22. 22. Pricing• You must consider the costs of supporting your product for a customer who uses it on multiple sites.• Example: each site might use different plugins that cause different conflicts with your plugin. That gets expensive to support.
  23. 23. MARKETING
  24. 24. Marketing• How will you drive traffic to your site? – Email – Social Media – Adwords – SEO – WordPress.org
  25. 25. Marketing• Email – Very important – Can be very effective – Collect email addresses ASAP – Have you ever run an email campaign? – Use MailChimp, Campaign Monitor, etc
  26. 26. Marketing• Social Media – Can help raise visibility – Time your posts properly – Should NOT be your only marketing – If Twitter is your marketing strategy, good luck with that
  27. 27. Marketing• Adwords – Ever run an Adwords campaign? – It’s an art all by itself – And extremely time-consuming – And can get expensive – Know that Google always wants you to spend more money
  28. 28. Marketing• SEO – Takes time for Google to grant you authority – The more quality backlinks the better – Avoid doing scammy things – Identify your major keywords – Use tools like HitTail to help you
  29. 29. Marketing• WordPress.org – Utilize its high search engine ranking – Build a slimmed-down free version and put it into the repo – The free version helps you gain traction – Then upsell your paid version within the free version
  30. 30. BRANDING
  31. 31. Branding• For many people it’s an afterthought• Think about your branding early• Affects all of your marketing
  32. 32. Branding• Max Foundry: – Plugin names intentionally start with “Max” – Plugin websites all look similar, yet different – Same with the plugin logos
  33. 33. AUTO UPDATES
  34. 34. Auto Updates• No worries for plugins in the wordpress.org Plugin Repository• Commercial plugins require more work• Critical to customers because they expect it – It’s part of what they paid for
  35. 35. Auto Updates• A couple options: 1. Roll your own – Lots of work, tedious – Code on the internet, Google it 2. Use WP Updates – Makes it very easy – Not free
  36. 36. Auto Updates• WP Updates – 3 easy steps 1. Upload your plugin version 2. Download updater class 3. Add 2 lines of code
  37. 37. Auto Updates• WP Updates – 1 gotcha – Version numbers – 1.10.0 should be more recent than 1.9.2 – But not in WP Updates
  38. 38. TAKEAWAYS
  39. 39. Takeaways• It’s a lot more than just building it• Everything takes 2-3x longer than you think it will• It’s hard work
  40. 40. Thanks! Dave Donaldsondave@maxfoundry.com @arcware

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