The document discusses developing a WordPress business. It begins by introducing the speaker and their background and experience. They then discuss challenges they faced in building their WordPress theme business, including not having a business background, feeling inferior to others, difficulty attracting customers, and determining pricing. The speaker aims to provide their perspective on how to successfully build WordPress products and businesses based on their own experience.

1. #WCChicago 7/30 - 7/31/11

2. Developing For Success
#WCChicago 7/30 - 7/31/11

3. Developing For Success
-or-
#WCChicago 7/30 - 7/31/11

4. Developing For Success
-or-
Any Fool Can Do This
#WCChicago 7/30 - 7/31/11

5. DEVELOPING FOR SUCCESS
A brief, no-nonsense* look at how
I took a leap of faith and launched
my own WP-powered business.
*May contain up to 2% nonsense.
#WCChicago 7/30 - 7/31/11

6. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

7. DEVELOPING FOR SUCCESS
Who I Am...
#WCChicago 7/30 - 7/31/11

8. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
#WCChicago 7/30 - 7/31/11

9. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
Developer (Started using WordPress in 2007 (v2.3))
#WCChicago 7/30 - 7/31/11

10. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
Developer (Started using WordPress in 2007 (v2.3))
Photographer (Graduated with a Photography BA)
#WCChicago 7/30 - 7/31/11

11. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
Developer (Started using WordPress in 2007 (v2.3))
Photographer (Graduated with a Photography BA)
Missionary (Have worked with a number of ministries)
#WCChicago 7/30 - 7/31/11

12. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
Developer (Started using WordPress in 2007 (v2.3))
Photographer (Graduated with a Photography BA)
Missionary (Have worked with a number of ministries)
Creator of StartBox (A WP Theme Framework)
#WCChicago 7/30 - 7/31/11

13. DEVELOPING FOR SUCCESS
Who I Am...
Designer (Started using Photoshop in 1998 (v4.0))
Developer (Started using WordPress in 2007 (v2.3))
Photographer (Graduated with a Photography BA)
Missionary (Have worked with a number of ministries)
Creator of StartBox (A WP Theme Framework)
@rzen and @wpstartbox
#WCChicago 7/30 - 7/31/11

14. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

15. DEVELOPING FOR SUCCESS
Quick Preface:
#WCChicago 7/30 - 7/31/11

16. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
#WCChicago 7/30 - 7/31/11

17. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
#WCChicago 7/30 - 7/31/11

18. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
I’ve never taken a design class
#WCChicago 7/30 - 7/31/11

19. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
I’ve never taken a design class
#WCChicago 7/30 - 7/31/11

20. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
I’ve never taken a design class
...I’m speaking entirely from experience
#WCChicago 7/30 - 7/31/11

21. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
I’ve never taken a design class
...I’m speaking entirely from experience
(My limited, but comprehensive, experience.)
#WCChicago 7/30 - 7/31/11

22. DEVELOPING FOR SUCCESS
Quick Preface:
I’ve never taken a business class
I’ve never taken a development class
I’ve never taken a design class
...I’m speaking entirely from experience
(My limited, but comprehensive, experience.)
#WCChicago 7/30 - 7/31/11

23. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

24. DEVELOPING FOR SUCCESS
What I’m here to teach you:
1. How to Get Rich Quick
2. Become an over-night Success
3. Be the Best at Anything
#WCChicago 7/30 - 7/31/11

25. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

26. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
#WCChicago 7/30 - 7/31/11

27. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
Pick something specific
#WCChicago 7/30 - 7/31/11

28. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
Pick something specific
+ Do it well
#WCChicago 7/30 - 7/31/11

29. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
Pick something specific
+ Do it well
+ Keep Improving
#WCChicago 7/30 - 7/31/11

30. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
Pick something specific
+ Do it well
+ Keep Improving
------------------------------------------------------------------------------
= Get Rich Quick*
#WCChicago 7/30 - 7/31/11

31. DEVELOPING FOR SUCCESS
How to Get Rich Quick:
Pick something specific
+ Do it well
+ Keep Improving
------------------------------------------------------------------------------
= Get Rich Quick*
*Not shown: 10,000+ hours of lead time
#WCChicago 7/30 - 7/31/11

32. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

33. DEVELOPING FOR SUCCESS
Become an Overnight Success:
#WCChicago 7/30 - 7/31/11

34. DEVELOPING FOR SUCCESS
Become an Overnight Success:
Pick something specific
#WCChicago 7/30 - 7/31/11

35. DEVELOPING FOR SUCCESS
Become an Overnight Success:
Pick something specific
+ Do it well
#WCChicago 7/30 - 7/31/11

36. DEVELOPING FOR SUCCESS
Become an Overnight Success:
Pick something specific
+ Do it well
+ Keep Improving
#WCChicago 7/30 - 7/31/11

37. DEVELOPING FOR SUCCESS
Become an Overnight Success:
Pick something specific
+ Do it well
+ Keep Improving
------------------------------------------------------------------------------
= Succeed Overnight*
#WCChicago 7/30 - 7/31/11

38. DEVELOPING FOR SUCCESS
Become an Overnight Success:
Pick something specific
+ Do it well
+ Keep Improving
------------------------------------------------------------------------------
= Succeed Overnight*
*Not shown: 10,000+ hours of lead time
#WCChicago 7/30 - 7/31/11

39. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

40. DEVELOPING FOR SUCCESS
Be the Best at Anything:
#WCChicago 7/30 - 7/31/11

41. DEVELOPING FOR SUCCESS
Be the Best at Anything:
Pick something specific
#WCChicago 7/30 - 7/31/11

42. DEVELOPING FOR SUCCESS
Be the Best at Anything:
Pick something specific
+ Learn All You Can
#WCChicago 7/30 - 7/31/11

43. DEVELOPING FOR SUCCESS
Be the Best at Anything:
Pick something specific
+ Learn All You Can
+ Keep Improving
#WCChicago 7/30 - 7/31/11

44. DEVELOPING FOR SUCCESS
Be the Best at Anything:
Pick something specific
+ Learn All You Can
+ Keep Improving
------------------------------------------------------------------------------
= You’re the best!*
#WCChicago 7/30 - 7/31/11

45. DEVELOPING FOR SUCCESS
Be the Best at Anything:
Pick something specific
+ Learn All You Can
+ Keep Improving
------------------------------------------------------------------------------
= You’re the best!*
*Not shown: 10,000+ hours of lead time;
Everyone better than you at everything else
#WCChicago 7/30 - 7/31/11

46. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

47. DEVELOPING FOR SUCCESS
What I’m really here to teach you:
#WCChicago 7/30 - 7/31/11

48. DEVELOPING FOR SUCCESS
What I’m really here to teach you:
1. How & Why I built two businesses
around WordPress
#WCChicago 7/30 - 7/31/11

49. DEVELOPING FOR SUCCESS
What I’m really here to teach you:
1. How & Why I built two businesses
around WordPress
2. What challenges I’ve Faced
#WCChicago 7/30 - 7/31/11

50. DEVELOPING FOR SUCCESS
What I’m really here to teach you:
1. How & Why I built two businesses
around WordPress
2. What challenges I’ve Faced
3. How To Build Products for Others
#WCChicago 7/30 - 7/31/11

51. DEVELOPING FOR SUCCESS
What I’m really here to teach you:
1. How & Why I built two businesses
around WordPress
2. What challenges I’ve Faced
3. How To Build Products for Others
4. How To Succeed in your own way
#WCChicago 7/30 - 7/31/11

52. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

53. DEVELOPING FOR SUCCESS
Why I Created StartBox:
#WCChicago 7/30 - 7/31/11

54. DEVELOPING FOR SUCCESS
Why I Created StartBox:
Passionate about building beautiful/
functional websites.
#WCChicago 7/30 - 7/31/11

55. DEVELOPING FOR SUCCESS
Why I Created StartBox:
Passionate about building beautiful/
functional websites.
Wanted to build more websites,
better (and improve old sites).
#WCChicago 7/30 - 7/31/11

56. DEVELOPING FOR SUCCESS
Why I Created StartBox:
Passionate about building beautiful/
functional websites.
Wanted to build more websites,
better (and improve old sites).
Tired of constantly starting over.
#WCChicago 7/30 - 7/31/11

57. DEVELOPING FOR SUCCESS
Why I Created StartBox:
Passionate about building beautiful/
functional websites.
Wanted to build more websites,
better (and improve old sites).
Tired of constantly starting over.
#WCChicago 7/30 - 7/31/11

58. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

59. DEVELOPING FOR SUCCESS
What StartBox Is:
#WCChicago 7/30 - 7/31/11

60. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
#WCChicago 7/30 - 7/31/11

61. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
All components are modular
#WCChicago 7/30 - 7/31/11

62. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
All components are modular
Currently have 6 Child Themes
#WCChicago 7/30 - 7/31/11

63. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
All components are modular
Currently have 6 Child Themes
Just released for FREE!
#WCChicago 7/30 - 7/31/11

64. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
All components are modular
Currently have 6 Child Themes
Just released for FREE!
#WCChicago 7/30 - 7/31/11

65. DEVELOPING FOR SUCCESS
What StartBox Is:
Parent Theme Framework
All components are modular
Currently have 6 Child Themes
Just released for FREE!
#WCChicago 7/30 - 7/31/11

66. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

67. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
#WCChicago 7/30 - 7/31/11

68. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
#WCChicago 7/30 - 7/31/11

69. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
I’m not a business person...
#WCChicago 7/30 - 7/31/11

70. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
I’m not a business person...
I’m not as good as ________...
#WCChicago 7/30 - 7/31/11

71. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
I’m not a business person...
I’m not as good as ________...
If you build it, they will (not) come
#WCChicago 7/30 - 7/31/11

72. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
I’m not a business person...
I’m not as good as ________...
If you build it, they will (not) come
How much should I charge?
#WCChicago 7/30 - 7/31/11

73. DEVELOPING FOR SUCCESS
Challenges I’ve Faced:
Working for the Man...
I’m not a business person...
I’m not as good as ________...
If you build it, they will (not) come
How much should I charge?
Developing for Others
#WCChicago 7/30 - 7/31/11

74. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

75. DEVELOPING FOR SUCCESS
Working For The Man:
#WCChicago 7/30 - 7/31/11

76. DEVELOPING FOR SUCCESS
Working For The Man:
You have to work for the man before
you can be the man.
#WCChicago 7/30 - 7/31/11

77. DEVELOPING FOR SUCCESS
Working For The Man:
You have to work for the man before
you can be the man.
Learn important business skills
#WCChicago 7/30 - 7/31/11

78. DEVELOPING FOR SUCCESS
Working For The Man:
You have to work for the man before
you can be the man.
Learn important business skills
Accounting, Marketing, Client/
Customer Relations, R&D, etc.
#WCChicago 7/30 - 7/31/11

79. DEVELOPING FOR SUCCESS
Working For The Man:
You have to work for the man before
you can be the man.
Learn important business skills
Accounting, Marketing, Client/
Customer Relations, R&D, etc.
#WCChicago 7/30 - 7/31/11

80. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

81. DEVELOPING FOR SUCCESS
“I’m Not A Business Person”
#WCChicago 7/30 - 7/31/11

82. DEVELOPING FOR SUCCESS
“I’m Not A Business Person”
If you have ever been in any sort of
relationship, you're a business person.
All you need to do is figure out who you
want to connect with, find them, and
start building a relationship.
#WCChicago 7/30 - 7/31/11

83. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

84. DEVELOPING FOR SUCCESS
“Someone Can Build This Better”
#WCChicago 7/30 - 7/31/11

85. DEVELOPING FOR SUCCESS
“Someone Can Build This Better”
You’re better than you think
#WCChicago 7/30 - 7/31/11

86. DEVELOPING FOR SUCCESS
“Someone Can Build This Better”
You’re better than you think
Self-doubt prevented me from entering
the theme market for 2 years, then I saw
how poor other’s code was
#WCChicago 7/30 - 7/31/11

87. DEVELOPING FOR SUCCESS
“Someone Can Build This Better”
You’re better than you think
Self-doubt prevented me from entering
the theme market for 2 years, then I saw
how poor other’s code was
You don’t have to be the best, but you
can’t be the worst.
#WCChicago 7/30 - 7/31/11

88. DEVELOPING FOR SUCCESS
“Someone Can Build This Better”
You’re better than you think
Self-doubt prevented me from entering
the theme market for 2 years, then I saw
how poor other’s code was
You don’t have to be the best, but you
can’t be the worst.
Just try!
#WCChicago 7/30 - 7/31/11

89. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

90. DEVELOPING FOR SUCCESS
“If you build it, they will (not) come”
#WCChicago 7/30 - 7/31/11

91. DEVELOPING FOR SUCCESS
“If you build it, they will (not) come”
People will not inherently know your
product/service exists,or if it’s even
valuable for them at all.
#WCChicago 7/30 - 7/31/11

92. DEVELOPING FOR SUCCESS
“If you build it, they will (not) come”
People will not inherently know your
product/service exists,or if it’s even
valuable for them at all.
People actually have to want what
you make.
#WCChicago 7/30 - 7/31/11

93. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

94. DEVELOPING FOR SUCCESS
"At the end of the day, you have to build a
service that people want to use or no
amount of marketing or advertising will help.
But if you are successful in building
something people want — if you have
traction and positive feedback — you will still
need to make a serious effort to acquire
users. Simply relying on the idea of "build it
and they will come" won't fly in the
oversaturated world of startups we live in."
#WCChicago 7/30 - 7/31/11

95. DEVELOPING FOR SUCCESS
"At the end of the day, you have to build a
service that people want to use or no
amount of marketing or advertising will help.
But if you are successful in building
something people want — if you have
traction and positive feedback — you will still
need to make a serious effort to acquire
users. Simply relying on the idea of "build it
and they will come" won't fly in the
oversaturated world of startups we live in."
– Spencer Fry, Carbonmade
#WCChicago 7/30 - 7/31/11

96. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

97. DEVELOPING FOR SUCCESS
How much should I charge?
#WCChicago 7/30 - 7/31/11

98. DEVELOPING FOR SUCCESS
How much should I charge?
It’s different for everybody
#WCChicago 7/30 - 7/31/11

99. DEVELOPING FOR SUCCESS
How much should I charge?
It’s different for everybody
Business 101: Rate = Cost/Time
#WCChicago 7/30 - 7/31/11

100. DEVELOPING FOR SUCCESS
How much should I charge?
It’s different for everybody
Business 101: Rate = Cost/Time
Compare with market average
#WCChicago 7/30 - 7/31/11

101. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

102. DEVELOPING FOR SUCCESS
Developing for Others
#WCChicago 7/30 - 7/31/11

103. DEVELOPING FOR SUCCESS
Developing for Others
Customer Support is Key (avoid it at
all costs!)
#WCChicago 7/30 - 7/31/11

104. DEVELOPING FOR SUCCESS
Developing for Others
Customer Support is Key (avoid it at
all costs!)
Read John O’Nolans customer service manifesto: http://
bit.ly/onolan-manifesto
#WCChicago 7/30 - 7/31/11

105. DEVELOPING FOR SUCCESS
Developing for Others
Customer Support is Key (avoid it at
all costs!)
Read John O’Nolans customer service manifesto: http://
bit.ly/onolan-manifesto
Plan for Scale
#WCChicago 7/30 - 7/31/11

106. DEVELOPING FOR SUCCESS
Developing for Others
Customer Support is Key (avoid it at
all costs!)
Read John O’Nolans customer service manifesto: http://
bit.ly/onolan-manifesto
Plan for Scale
Focus on a niche you understand
#WCChicago 7/30 - 7/31/11

107. DEVELOPING FOR SUCCESS
What is Success?
#WCChicago 7/30 - 7/31/11

108. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

109. DEVELOPING FOR SUCCESS
How Do I Define Success?
#WCChicago 7/30 - 7/31/11

110. DEVELOPING FOR SUCCESS
How Do I Define Success?
Spend most time doing things I enjoy,
#WCChicago 7/30 - 7/31/11

111. DEVELOPING FOR SUCCESS
How Do I Define Success?
Spend most time doing things I enjoy,
While generating more revenue than debt,
#WCChicago 7/30 - 7/31/11

112. DEVELOPING FOR SUCCESS
How Do I Define Success?
Spend most time doing things I enjoy,
While generating more revenue than debt,
In positive and meaningful ways
#WCChicago 7/30 - 7/31/11

113. DEVELOPING FOR SUCCESS
The road, [Sean Parker] points out, has
been rocky. “It hasn’t been some kind
of fairy tale for me. All of my success
has been born of failure. Your
childhood dreams are always tales of
glory; reality is a lot messier and more
dramatic.” – http://vnty.fr/seon_parker
#WCChicago 7/30 - 7/31/11

114. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

115. DEVELOPING FOR SUCCESS
What I’ve learned about success
#WCChicago 7/30 - 7/31/11

116. DEVELOPING FOR SUCCESS
What I’ve learned about success
Strikes unexpectedly, but not without effort
#WCChicago 7/30 - 7/31/11

117. DEVELOPING FOR SUCCESS
What I’ve learned about success
Strikes unexpectedly, but not without effort
Mostly birthed out of necessity/failure
#WCChicago 7/30 - 7/31/11

118. DEVELOPING FOR SUCCESS
What I’ve learned about success
Strikes unexpectedly, but not without effort
Mostly birthed out of necessity/failure
Rarely feels like success at the time
#WCChicago 7/30 - 7/31/11

119. DEVELOPING FOR SUCCESS
Never quit trying.
#WCChicago 7/30 - 7/31/11

120. DEVELOPING FOR SUCCESS
#WCChicago 7/30 - 7/31/11

121. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
#WCChicago 7/30 - 7/31/11

122. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
#WCChicago 7/30 - 7/31/11

123. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
#WCChicago 7/30 - 7/31/11

124. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
#WCChicago 7/30 - 7/31/11

125. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
Always Document Your Steps
#WCChicago 7/30 - 7/31/11

126. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
Always Document Your Steps
Leverage Your Resources
#WCChicago 7/30 - 7/31/11

127. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
Always Document Your Steps
Leverage Your Resources
Invest Back in the Community
#WCChicago 7/30 - 7/31/11

128. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
Always Document Your Steps
Leverage Your Resources
Invest Back in the Community
Be Genuine
#WCChicago 7/30 - 7/31/11

129. DEVELOPING FOR SUCCESS
Practical Steps Towards Success:
Do Your Research
Do The Work
Try Something
Always Document Your Steps
Leverage Your Resources
Invest Back in the Community
Be Genuine
Never Quit.
#WCChicago 7/30 - 7/31/11

130. DEVELOPING FOR SUCCESS
Questions? Let’s Talk!
Right here, right now (tomorrow, too)!
Later, on twitter: @rzen or @wpstartbox
Visit WPStartBox.com
#WCChicago 7/30 - 7/31/11