Learn from my mistakes!
The Business of WordPress
Miriam Schwab
WordCamp Europe 2013
(Yay!)
WordCamp Europe 2013
5
7
3
100

Continents with clients
Years in the WP biz

WordCamps organized
WP sites built

WordCamp Europe 2013
Here’s my gang
1. Diversify your services

WordCamp Europe 2013
Us, looking for new projects.

WordCamp Europe 2013
Projects vs. Recurring
45000
40000
35000
30000
25000
20000

Recurring

15000

Project

10000
5000
0

WordCamp Europe 2013
The Zen of Recurring Revenue

WordCamp Europe 2013
Breakdown of services today
Courses/consulting
10%

Digital Mktg.
10%

WP
Hosting/Maintenance
10%

WordPress sites
70%
Goal breakdown of services
Courses/consulting
10%

Digital Mktg.
20%

WP
Hosting/Maintenance
30%

WordPress sites
40%
2. Much ado about
clients & chemistry

WordCamp Europe 2013
Who is your ideal client?

Budget

Industry

Timeline

Referral

Mentsch?
WordCamp Europe 2013
Same conditions…
Client 1

Client 2

Industry

Tech

Tech

Project Manager

X

X

Type of project

Theme + custom
design

...
Results: Client 1

WordCamp Europe 2013
Results: Client 2
“Grumble, grumble, yo
u provide bad
service, we don’t like
you. Grrrrrrr.”

WordCamp Europe 2013
Conclusion: we can only do our best.
(So go have a cuppa.)

WordCamp Europe 2013
3. CRM. Now.

WordCamp Europe 2013
Global Workforce: 3.4 billion
(IDC)
Using CRM: 15 million
(SugarCRM)
CRM Penetration: 0.5%
(ReadWriteWeb)
Forrester CRM Study Q3 2012

44%

Using CRM

56%

No CRM
Why so
serious

WordCamp Europe 2013
Why so
serious
CRM?

WordCamp Europe 2013
CRM Options

WordCamp Europe 2013
Zoho CRM

WordCamp Europe 2013
4. Be prepared for growth

WordCamp Europe 2013
Hiring
What you are looking for
• Experience
• Portfolio
• Personality
• References
• Test them!

What they are looking fo...
Collect Freelance Talent

WordCamp Europe 2013
You might be fired.

WordCamp Europe 2013
5. Finding your price.

WordCamp Europe 2013
Open Source means it’s free,
so why do you cost so much?
I read that WP is easy, so can’t
you just add this feature?
You will always cost
more, and less, than others
x = number of billable hours per month =
60% of available work hours
y = overall overhead per month
(salary, taxes, rent, ...
Differentiate yourself
•
•
•
•
•

Service
Skills
Holistic
Give
Social media

•
•
•
•

Teach
Organize
Publish
Wow them

Wor...
6. Do not live by data alone

WordCamp Europe 2013
WordCamp Europe 2013
Miriam Schwab miriam@illuminea.com
Learn more about illuminea at illuminea.com

THANKS!

WordCamp Europe 2013
Credits
Photos
• Church of All Nations – Wikipedia
• Western Wall – Wikipedia
• Armenian Quarter – Jaime.Silva, Flickr
• S...
Learn from my mistakes, don't make them: The Business of WordPress - talk given at WordCamp Europe 2013
Learn from my mistakes, don't make them: The Business of WordPress - talk given at WordCamp Europe 2013
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Learn from my mistakes, don't make them: The Business of WordPress - talk given at WordCamp Europe 2013

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In this talk, I discuss the issues I've faced and mistakes I've made throughout my seven years of running a WordPress-focused agency. This talk was given at WordCamp Europe 2013.

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  • A bit about me and illuminea – how I got started in business and WP
  • A few pics of Jerusalem, including my baby at the last WordCamp J
  • With all due respect to WP, the whole running after projects that start and end is time consuming, and means you don’t know what’s happening next month. We realized after a few years of doing that, that it was too stressful.So we came up with additional and ongoing services to offer your clients. Maintenance, hosting, support, reporting.
  • Recurring: SEO, hosting, maintenance
  • Ask audience for some things that make the ideal client
  • Sharing updated contacts with teamTracking leads and opportunitiesRunning reports on what type of projects you are signing most, revenue, etc.Syncing with targeted mailing lists in order to
  • Stay in touch with past clients. Because the nature of our businesses are once-off, the end of a project can easily mean the end of the relationship! Start today to start gathering data.
  • Hiring
  • You may not think you’ll ever reach the stage where you want to spend money, but you will (God willing). And it sneaks up on you.Hiring is one of the riskiest things you will do.So start collecting talent today. Meet someone good? Write their details down and store them for the day you need to grow your team.
  • Freelancers are uber-important. They are your elasticity.Cloud servers - they’re all about increasing your resources when you need them, shrinking when you don’t. That’s where amazing freelancers can help you out.Keep a good database of freelancers you can turn to when you need a few more hours of someone’s time, temporarily, but don’t need to hire. If you can create an ongoing relationship with freelancers, it’s win-win. They know they can expect work from you, and you have somewhere to turn when in need.
  • Learn from my mistakes, don't make them: The Business of WordPress - talk given at WordCamp Europe 2013

    1. 1. Learn from my mistakes! The Business of WordPress Miriam Schwab WordCamp Europe 2013 (Yay!) WordCamp Europe 2013
    2. 2. 5 7 3 100 Continents with clients Years in the WP biz WordCamps organized WP sites built WordCamp Europe 2013
    3. 3. Here’s my gang
    4. 4. 1. Diversify your services WordCamp Europe 2013
    5. 5. Us, looking for new projects. WordCamp Europe 2013
    6. 6. Projects vs. Recurring 45000 40000 35000 30000 25000 20000 Recurring 15000 Project 10000 5000 0 WordCamp Europe 2013
    7. 7. The Zen of Recurring Revenue WordCamp Europe 2013
    8. 8. Breakdown of services today Courses/consulting 10% Digital Mktg. 10% WP Hosting/Maintenance 10% WordPress sites 70%
    9. 9. Goal breakdown of services Courses/consulting 10% Digital Mktg. 20% WP Hosting/Maintenance 30% WordPress sites 40%
    10. 10. 2. Much ado about clients & chemistry WordCamp Europe 2013
    11. 11. Who is your ideal client? Budget Industry Timeline Referral Mentsch? WordCamp Europe 2013
    12. 12. Same conditions… Client 1 Client 2 Industry Tech Tech Project Manager X X Type of project Theme + custom design Theme + custom design Designer Theirs Theirs Developer Y Y WordCamp Europe 2013
    13. 13. Results: Client 1 WordCamp Europe 2013
    14. 14. Results: Client 2 “Grumble, grumble, yo u provide bad service, we don’t like you. Grrrrrrr.” WordCamp Europe 2013
    15. 15. Conclusion: we can only do our best. (So go have a cuppa.) WordCamp Europe 2013
    16. 16. 3. CRM. Now. WordCamp Europe 2013
    17. 17. Global Workforce: 3.4 billion (IDC)
    18. 18. Using CRM: 15 million (SugarCRM)
    19. 19. CRM Penetration: 0.5% (ReadWriteWeb)
    20. 20. Forrester CRM Study Q3 2012 44% Using CRM 56% No CRM
    21. 21. Why so serious WordCamp Europe 2013
    22. 22. Why so serious CRM? WordCamp Europe 2013
    23. 23. CRM Options WordCamp Europe 2013
    24. 24. Zoho CRM WordCamp Europe 2013
    25. 25. 4. Be prepared for growth WordCamp Europe 2013
    26. 26. Hiring What you are looking for • Experience • Portfolio • Personality • References • Test them! What they are looking for • Compensation • Respect • Opportunity to learn • Flexibility • Passion WordCamp Europe 2013
    27. 27. Collect Freelance Talent WordCamp Europe 2013
    28. 28. You might be fired. WordCamp Europe 2013
    29. 29. 5. Finding your price. WordCamp Europe 2013
    30. 30. Open Source means it’s free, so why do you cost so much?
    31. 31. I read that WP is easy, so can’t you just add this feature?
    32. 32. You will always cost more, and less, than others
    33. 33. x = number of billable hours per month = 60% of available work hours y = overall overhead per month (salary, taxes, rent, office expenses) z = profit goals a = hourly rate (y + z) / x = a WordCamp Europe 2013
    34. 34. Differentiate yourself • • • • • Service Skills Holistic Give Social media • • • • Teach Organize Publish Wow them WordCamp Europe 2013
    35. 35. 6. Do not live by data alone WordCamp Europe 2013
    36. 36. WordCamp Europe 2013
    37. 37. Miriam Schwab miriam@illuminea.com Learn more about illuminea at illuminea.com THANKS! WordCamp Europe 2013
    38. 38. Credits Photos • Church of All Nations – Wikipedia • Western Wall – Wikipedia • Armenian Quarter – Jaime.Silva, Flickr • Southpark image – Southpark downloads • Running guys in black and white – New Old Stock • Sunset – Unsplash • The Aussie Troops – Flickr Links • IDC report on CRM • SugarCRM data on usage • ReadWrite web on CRM WordCamp Europe 2013
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