Peter, co-founder and CEO of Lumen Foundry, shares his journey in building an e-commerce platform with over 10,000 products and multiple integrations since 2014. The document discusses the benefits and challenges of using WooCommerce, emphasizes the importance of content in marketing strategies, and outlines key steps for building an online store. The Lumen Foundry team comprises experienced professionals in various fields, all committed to delivering effective digital solutions.

1. Lumen FoundryW E B S T R A T E G I S T S

2. Adventures in

3. Hi, I’m Peter
I’m Co-Founder and CEO of Lumen Foundry
• Lifelong Musician
• 2000 produced Norah Jones
• 2008 Started a WordPress Blog
• 2013 Began building an e-commerce site
• 2014 10,000+ SKU WooCommerce site
• 2017 Lumen Foundry was launched
My Resume:

4. Your resume:
• WooCommerce Developer?
• WooCommerce Store Owner?
• Non-Woo Store Owner?
• Prospective Store Owner?

6. The Good!
• Free
• Highly Customizable
• SEO Friendly
• Content Marketing Friendly
• Integrates with a certain CMS
whose initials are WP

7. The Bad and the Ugly!
• Integrating with other platforms can be
somewhere between challenging and
impossible.
• This is not a WooCommerce shortcoming,
but is more of a growing pain.
• Third party integrations are recognizing
WooCommerce as a serious platform.
• Creating a ‘Next Level’ of functionality is
what will take you to Ninja.

9. The Plan: 1000 Products,
All Software
The Reality: • Over 10,000 Products
• Over 100 Brands
• A Blog
• Galleries
• More…. Daily

10. The Life Saver:

11. Still, this is a picture of the first person who worked on product
entry…

12. Site Launch:
September, 2014
• Major Scope Creep
• Designed by committee
• Outsourced data entry
• 4 Hosting Companies in 3 months
• Launched without a plan to sync to other
existing systems
And here
is where
it gets
interesting

16. But wait… there’s more

17. Buyer’s Journey - HubSpot

18. Content, Content, Content…
Content.
• Saturday Feb. 4, 2017 48.6%
• Thursday Feb. 9, 2017 26.8%

19. Deploys new software to production every 11.6 seconds
Makes the rules that you must follow.

21. How many of you feel that you could learn
to do that Maschine performance in a
day?
How many think they could learn what
Jeremy Ellis’ left forefinger is doing in a
day?
Build your store.
1. Inventory the business’ needs.
2. Inventory the site’s needs.
3. Research and plan to integrate both.
4. Build an MVP, one step at a time.
5. Build the connections

22. Pushing the limits: XeroShoes.com

23. Creative Marketing:
Sahaja Essential Oils

25. Customize?
WooCommerce product page
design can be limiting
• WooCommerce Single Product Page Builder
• WooCommerce Button and Image Variations

26. Tools
• Hotjar
• Revenue Conduit
• Datanyze
• Zapier
• Marketing Automation
• Active Campaign
• HubSpot
• AutoPilot
• Chat - intercom.io

35. A word about WooCommerce and WordPress
GPL, and why it’s important:
The freedoms of the GPL don’t only apply to the original
piece of software; works derived from GPL-licensed
software must also adopt the same license, without
restrictions or additional terms.

36. The Lumen Foundry Team
hello@lumenfoundry.com | lumenfoundry.com

37. Peter Malick
CEO & Co-Founder
Prior to Lumen Foundry, Peter
served as Chief MarkeBng Officer
for Pro Audio retailer Westlake Pro.
Under his markeBng leadership at
Westlake Pro, the business grew by
nearly 50% a year in 2015 and
2016.
With experience in project
management, product
development, and UX design, ScoU
has worked with hundreds of
companies of all sizes on their
website buildouts.
ScoU Buscemi
CCO & Co-Founder

38. Vlad Dascalu is a seasoned
strategist with experience from
internaBonally renowned
adverBsing agencies.
Vlad also insBtuted an award
winning branding and digital
development agency
Vlad Dascalu
Brand Strategy Partner
Michelle adopts a strategy-based
approach to design, focused on
solving tangible problems and
achieving real goals based on how
people think.
Michelle Schulp
Lead Design Partner

39. Lumen FoundryW E B S T R A T E G I S T S
https://lumenfoundry.com
Thank you!