Originally presented at WordCamp Chicago in June of 2014. This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.

1. Rebecca Gill
Web Savvy Marketing
solutions
beforedevelopment
Creating WordPress Products That Actually Sell

2. The Internal Fight
To launch a theme store or not? That was the question.

3. The Concept Was Simple
Create premium themes designed for the Genesis Framework.

4. In the beginning…
We were completely and utterly
clueless.
I thought we were doing great.
Then I realized we could triple sales.
And we did.

5. At First We Were
Just Another WordPress Theme Store
We failed to create solutions, therefore we failed to attract buyers or sell themes.

6. Find Your Niche
Create solutions designed around specific target markets and buyers.
It’s more than features and functions. It’s an industry specific solution.
Wait - is it really industry specific?

7. Holy Cow, It Worked!
People started to buy themes
and more themes
and customizations
and developer licenses
and more customizations.
And then they started
to refer other buyers.

8. Start With a Plan
Evaluate the entire process from concept
through development, sales, and support.

9. The Small Town Solution
Tiny towns in the middle of nowhere defined what we would build.

10. Develop a Marketing Strategy
Each theme starts with a review of search volumes.
Then we analyze actual search results and evaluate competitors.

11. Know That Good
Design is Critical
If you don’t see ugly, hire someone who does.
If you need pretty, hire someone who can create it.

12. Structured Code Was Key
By using the Genesis framework, we had clearly
defined best practices. This allowed multiple
programmers to play well in the same sandbox.

13. Pay for a True Code Audit
Hire an independent, respected
expert to audit your code.
Our review with Gary Jones
was invaluable.

14. It’s a Team Effort So Have
Clearly Defined Roles and Assignments
 Concept creation
 Market research
 Requirements defintion
 Wireframes
 Graphic design
 Theme coding
 Demo data
 Set up instructions
 Theme audit
 File assembly and change logs
 Sales pages
 Promotion via posts and social media
 Affiliate management
 Pre-sales inquiries
 Store management
 Ongoing support
 Paid customizations, support, and training
 Accounting

15. Use the Right Tools
Basecamp, Github, WooCommerce, Premium Plugins

16. Understand Your Cost
Structure and ROI
 Research
 Graphic designers
 Coders
 Demo data entry
 Stock images
 Marketing
 Pre-sales inquiries
 Credit card fees
 Payment gateways
 Refunds
 Affiliates
 SaaS software
 WordPress plugins
 Ongoing support

17. Success Formula
awaiting your arrival.
Plan for Trouble
and Protect Yourself
Buyers don’t read.
Software breaks.
People steal.

18. Expect the Unknown
What you think people will buy
and what they actually buy
are sometimes completely out of sync.
Just learn from it and move on.

19. What’s your product idea?
What WordPress magic will you create?

20. Rebecca Gill
Web-Savvy-Marketing.com
Sell solutions, not products. @WebSavvyMrkting #wcchi
Think marketing strategy and not promotion. @WebSavvyMrkting #wcchi
Make magic with WordPress! @WebSavvyMrkting #wcchi