Andrew Erickson from Alaniz Marketing will guide you through how Alaniz developed its Super System tech stack and processes and how you can use it to build a $100,000 stream of recurring revenue, bringing stability to your company and value to your clients. To register for this highly engaging on-demand webinar, go to: https://hs.wpengine.com/webinar-six-figure-website-maintenance

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Andrew Erickson, Alaniz Marketing
Isaiah Tsau, WP Engine
How to build a six-figure website
maintenance program.
(It’s easier than you think)

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What You’ll Learn
● How to build your own $100k recurring revenue program
● Step-by-step instructions on crafting your offer, pricing, sales and ops
● How to do it with < 40 SMB websites
● Bonus: How Alaniz tripled prices overnight
● Q&A

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Ask questions as we go.
We’ll answer as many questions as we can after
the presentation
Slides and recording will be
made available shortly after
the webinar
Use the “Questions” panel
throughout the webinar

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Managing Partner
Alaniz Marketing
Andrew Erickson
● Run a 10 person agency in SF N. Bay
● Extent of coding skills: hyperlink
● Surf in the 55* NorCal Red Triangle
Reseller Account Manager
WP Engine
Isaiah Tsau
● Resellers has always been my focus
● Extent of cooking skills: microwave
● Single father of two dogs

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Isaiah Tsau and Alex Barrera of WP
Engine visit Alaniz’s North Bay
Marketing Meetup.
How it all happened.
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The backstory.
More great stuff goes here

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Stay Tuned: How we tripled our
prices overnight.

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So, let’s frame the
conversation.

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Our Hosting Story
The day everything changed.

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Poll Time!
What do you charge for hosting and maintenance?
● $0
● Under $49
● $49 - $99
● $100 - $199
● $200+

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Why should we provide
maintenance as a service?

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#1 - It’s the right thing to do
for our clients.
We are their advisor. They’re counting on us to deliver:
1. The Best Tech Stack - Quality, security, customer service
2. The Best Service - Advice, process, updates, monitoring

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#2 - It’s the right thing to do
for our agency.
Offering maintenance services provides us with:
1. Consistent Cash Flow
2. High Margin (while still high value to the client)
3. Creates Loyalty and Retention

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Many ways to get to $100K ARR.
● $25 / mo = $300 / yr = 333 websites Going Broke
● $50 / mo = $600 / yr = 166 websites Not Worth Your Time
● $100 / mo = $1200 / yr = 83 websites Marginally Worth It
-------------------------------------------------------------------------------------------------
● $200 / mo = $2,400 / yr = 42 websites Getting Ahead
● $300 / mo = $3,600 / yr = 28 websites Killing It!
● $400 / mo = $4,800 / yr = 21 websites Baller Status!

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Six Rules to Build Your Own
Hosting &
Maintenance

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Rule #1
You must believe how
important it is.
And you must believe that the value you
deliver exceeds the cost.

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Rule #2
Consolidate your tech stack.
Focus on quality, stability, longevity and
customer service over price.

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Rule #3
Build a high value offer stack.
The value of your offer stack must greatly
outweigh the cost of your service.

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Offer Stack Example
High Performance Hosting
- Security Hardening
- SSL Certificate
- CDN
- Staging Server
- Backups with Single Click Restore
Managed Server Side Maintenance
- WP Core Updates
- Theme Updates
- Plugin Updates
- Ecommerce Updates
- QA Testing
- Up to 1 Service Hour / Month
Plugin Licenses
- Gravity Forms
- WooCommerce plugins
- Image Optimization
Service Level Agreement
- Website monitoring
- Response time
Add-On Services
- Search Engine Optimization
- Website Audits and Analytics Reports
- Performance Optimization
- Website Edits / Tasks

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Rule #4
Set your pricing model.
Know your costs and make sure that you
build in adequate margin.

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Pricing Example:
Scenario: You have P1 Server at WP Engine with 30 clients. You maintain around $1k /
year on plugin license fees. You spend on average 20-30 minutes updating each site.
- Hosting: $20 / month
- Licenses: $10 / month
- Labor: $30 / month
Total Cost: $60 / month / site
How much “should” you charge?
- Typical target cost of labor at a healthy agency is ~40% of revenue.
- If you consider the $60 as “labor cost,” then you should charge at least $150 / mo.
- However, there is more value there and room to charge more.

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Rule #5
Develop education
and offer materials.
Build an eBook, one sheet, web page, service
description, proposal, contract.

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Rule #6
Educate. Discuss early and often.
Assume the close.
Seamless Transition: Launch → Managed Services

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1. Commit! Every site you launch will now pay you for managed hosting.
2. Develop your program. Work on your tech stack, offer stack, pricing, materials,
and process - but don’t let it hold you up.
3. Set your prices high. Make sure you deliver more value than you charge. Know
your margins. Don’t price under $150 - shoot for $200, or more if you can.
4. Transition legacy customers to a paid hosting plan. Give them the option to
upgrade or be ok with letting them go. You have nothing to lose here.
Where do we go from here?

24. #wpewebinarSlides and recording will be made available shortly after the webinar
QUESTIONS AND ANSWERS

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TRANSFORM WITH
Master Class
wpsupersystem.com/
andrew@wpsupersystem.com

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Upcoming Events
The Business of Web Design - Podcast, videos, and articles
Free Webinar - The story of how our agency tripled prices overnight
The Pricing Super System Workshop - Learn how to triple your prices overnight
Super System Agency Masterclass - A full agency transformation
Join the Elite
Agency Mastermind - Join a group of like-minded pros transforming their agencies.
Super System Group - Connect with other Super System practitioners.
Get In Touch.
Complete the form to get notified. wpsupersystem.com/wpengine
Email me. andrew@wpsupersystem.com
Transform Your Agency
Get the Resources
- Slide Deck
- Hosting One Sheet
- Guide to Hosting eBook
- Web Page
Available for the next 24 hours at:
wpsupersystem.com/wpengine

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HELP US IMPROVE

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Thank You.