Successfully reported this slideshow.
Your SlideShare is downloading. ×

You Created a Plugin. Now What?

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 71 Ad

You Created a Plugin. Now What?

Download to read offline

Do you have a plugin (or several) in the WordPress.org repository? Have you ever wondered how to turn your plugin development skills into a sustaining income-based business? Not sure how to go about it?

In this session, Adam details his story of creating a sustainable plugin business. He shares actionable advice that audience members can put into practice immediately to grow not only a user-base, but also a customer-base.

Adam also explains the techniques he uses to guide free-users to premium product. Attendees will learn everything they need to know to create a plugin that people will love, and recommend to others.

Takeaways:

Use your free plugin to sell a Pro version.
How to market your plugin.
Learn the tools used create a digital plugin business.

Do you have a plugin (or several) in the WordPress.org repository? Have you ever wondered how to turn your plugin development skills into a sustaining income-based business? Not sure how to go about it?

In this session, Adam details his story of creating a sustainable plugin business. He shares actionable advice that audience members can put into practice immediately to grow not only a user-base, but also a customer-base.

Adam also explains the techniques he uses to guide free-users to premium product. Attendees will learn everything they need to know to create a plugin that people will love, and recommend to others.

Takeaways:

Use your free plugin to sell a Pro version.
How to market your plugin.
Learn the tools used create a digital plugin business.

Advertisement
Advertisement

More Related Content

Slideshows for you (20)

Viewers also liked (20)

Advertisement

Similar to You Created a Plugin. Now What? (20)

Advertisement

You Created a Plugin. Now What?

  1. 1. @ S I T E L O C K@ S I T E L O C K You Created a Plugin Now What? Wo r d C a m p A s h e v i l l e 2 0 1 7
  2. 2. @ S I T E L O C K@ S I T E L O C K Who Are You? Wo r d C a m p A s h e v i l l e 2 0 1 7
  3. 3. @ S I T E L O C K Adam W. Warner • WordPress Evangelist at SiteLock • Co-Founder at FooPlugins • Discovered WordPress in 2005 • WordPress Community Addict • Fan of Fractals • Lover of Meatballs • Proud Dad!
  4. 4. @ S I T E L O C K@ S I T E L O C K History of Plugins Wo r d C a m p A s h e v i l l e 2 0 1 7
  5. 5. @ S I T E L O C K • WordPress Released – 5/27/2003 • Mingus – 5/22/2004- Added support of Plugins • Duke – 12/31/2005 - Improvements for Plugin developers • Brecker – 3/29/2008 - Improved plugin system • Coltrane – 12/11/2008 - Auto upgrades and installation/wp-admin • Carmen – 12/19/2009 - Batch plugin updating • Benny – 9/4/2014 - Plugin discovery • Dinah – 12/18/2014 - Plugin recommendations
  6. 6. @ S I T E L O C K • WP eCommerce • Wishlist Member • WPMUDEV - 2007 • Gravity Forms - 2008 • iThemes (Billboard plugin) – 2008 • CodeCanyon - 2010 Premium Plugins
  7. 7. @ S I T E L O C K@ S I T E L O C K Should You Start? Wo r d C a m p A s h e v i l l e 2 0 1 7
  8. 8. @ S I T E L O C K Cons: Uncertain income Health insurance More complicated finances Higher criteria for loans Doing everything = stress Remote work isolation Considerations Pros: Do what you love In total control Better work/life balance? More efficient than office Pride More $$$
  9. 9. @ S I T E L O C K Is It a Good Idea?
  10. 10. @ S I T E L O C K Will People Buy It?
  11. 11. @ S I T E L O C K@ S I T E L O C K My Story Wo r d C a m p A s h e v i l l e 2 0 1 7 How a non-developer co-founded a premium plugin business
  12. 12. @ S I T E L O C K It Started with a Paper Route
  13. 13. @ S I T E L O C K Finding WordPress
  14. 14. @ S I T E L O C K Following My Passion
  15. 15. @ S I T E L O C K Finding a Partner
  16. 16. @ S I T E L O C K@ S I T E L O C K Before You Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  17. 17. @ S I T E L O C K Market Research
  18. 18. @ S I T E L O C K Know Your Business Model
  19. 19. @ S I T E L O C K Solve a Problem
  20. 20. @ S I T E L O C K Don’t Reinvent – Do It Better
  21. 21. @ S I T E L O C K@ S I T E L O C K Where to Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  22. 22. @ S I T E L O C K Existing Marketplace
  23. 23. @ S I T E L O C K Your Own Site
  24. 24. @ S I T E L O C K@ S I T E L O C K How to Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  25. 25. @ S I T E L O C K The Right Tool for the Job
  26. 26. @ S I T E L O C K The Other Right Tool for the Job
  27. 27. @ S I T E L O C K@ S I T E L O C K Marketing Wo r d C a m p A s h e v i l l e 2 0 1 7
  28. 28. @ S I T E L O C K It Starts with Free
  29. 29. @ S I T E L O C K WP.org
  30. 30. @ S I T E L O C K The Freemium Sales Funnel Awareness Activation Usage Purchase Advocacy
  31. 31. @ S I T E L O C K Upgrades or Extensions
  32. 32. @ S I T E L O C K@ S I T E L O C K Increasing Active Installs (and Sales) Wo r d C a m p A s h e v i l l e 2 0 1 7
  33. 33. @ S I T E L O C K Repo Meta Matters
  34. 34. @ S I T E L O C K • Explain what and why • Highlight features • How to use • Include free/pro comparison Copy that Drives Installs
  35. 35. @ S I T E L O C K Plugin Repository SEO
  36. 36. @ S I T E L O C K • Title • Excerpt (short description) • Description (including FAQ , changelog, everything…) • Tags • Slug • Author name • Contributors names Algorithm Phase One
  37. 37. @ S I T E L O C K • Last update date • Compatibility with the latest core version • Number of active installs • % of resolved support tickets • Average rating Algorithm Phase Two
  38. 38. @ S I T E L O C K • T i t l e • E x c e r p t ( s h o r t d e s c r i p t i o n ) • D e s c r i p t i o n ( i n c l u d i n g FA Q , c h a n g e l o g , e v e r y t h i n g … ) • Ta g s • S l u g • A u t h o r n a m e • C o n t r i b u t o r s n a m e s • Tr a n s l a t i o n s • R e l e a s i n g a n u p d a t e e v e r y 1 8 0 d a y s • Te s t e d u p t o ( C o m p a t i b i l i t y w i t h l a t e s t c o r e v e r s i o n ) • R e s o l v i n g s u p p o r t t i c k e t s SEO Summary
  39. 39. @ S I T E L O C K Data Collection is GoodUninformed Decisions are Bad
  40. 40. @ S I T E L O C K@ S I T E L O C K Streamlining Upgrades Wo r d C a m p A s h e v i l l e 2 0 1 7
  41. 41. @ S I T E L O C K The Old Way
  42. 42. @ S I T E L O C K The New Way
  43. 43. @ S I T E L O C K@ S I T E L O C K Marketing, Marketing, Marketing! Wo r d C a m p A s h e v i l l e 2 0 1 7
  44. 44. @ S I T E L O C K • Opt-in in free plugin • Opt-in when upgrading • Automation • Add value • Ask for the sale • Freemius webhooks + Mailchimp = awesome Email Marketing
  45. 45. @ S I T E L O C K • Plugin features • Plugin settings • Related tutorials • Use support as inspiration • Customer showcase Content Marketing
  46. 46. @ S I T E L O C K • Use data/analytics to tell you where • Sources for content • Schedule posts • Reword and reuse • Not a designer? Use this... Social Media Marketing
  47. 47. @ S I T E L O C K • Incentivize reviews • Increased exposure • Increased website traffic • Better search engine ranking • You control percentages • Opens partnership doors Affiliate Program
  48. 48. @ S I T E L O C K@ S I T E L O C K Pro Tips Wo r d C a m p A s h e v i l l e 2 0 1 7
  49. 49. @ S I T E L O C K Upsells
  50. 50. @ S I T E L O C K Cross Sells
  51. 51. @ S I T E L O C K Exit Discounts
  52. 52. @ S I T E L O C K Recovered Carts
  53. 53. @ S I T E L O C K Cross Promotion Partnerships
  54. 54. @ S I T E L O C K@ S I T E L O C K Pricing Wo r d C a m p A s h e v i l l e 2 0 1 7
  55. 55. @ S I T E L O C K What Will the Market Bear?
  56. 56. @ S I T E L O C K Auto Renew
  57. 57. @ S I T E L O C K A/B Testing
  58. 58. @ S I T E L O C K@ S I T E L O C K Developer Tips Wo r d C a m p A s h e v i l l e 2 0 1 7
  59. 59. @ S I T E L O C K • Hat tip to John Turner and Josh Pollock • Sanitize and validate everything • Use the WordPress Settings API and native UI CSS classes • Prefix everything • Namespace everything • Properly enqueue scripts Make Your Life Easier
  60. 60. @ S I T E L O C K@ S I T E L O C K The Elephant in the Room Wo r d C a m p A s h e v i l l e 2 0 1 7
  61. 61. @ S I T E L O C K Support Will Make or Break You
  62. 62. @ S I T E L O C K Good
  63. 63. @ S I T E L O C K Bad
  64. 64. @ S I T E L O C K Social Proof
  65. 65. @ S I T E L O C K Support Options
  66. 66. @ S I T E L O C K Knowledge Base
  67. 67. @ S I T E L O C K Encourage Self Help
  68. 68. @ S I T E L O C K@ S I T E L O C K Now What? Wo r d C a m p A s h e v i l l e 2 0 1 7
  69. 69. @ S I T E L O C K • Validate your idea • Market research • Choose a platform • Marketing • Marketing • Marketing…
  70. 70. @ S I T E L O C K
  71. 71. @ S I T E L O C K Thank You – Questions? • Follow at: • @SiteLock • @wpmodder • My Blog Posts: • http://wpdistrict.sitelock.com • http://succeedwithwp.com • https://fooplugins.com

Editor's Notes

  • Start with a question.

    How many of you are developers?
    How many of you are entrepreneurs, marketers
  • WP Evangelist means that I attend WordCamps and other events and listen to the community.
  • Start with a question.

    How many of you are developers?
    How many of you are entrepreneurs, marketers
  • So now we come to the ultimate question. Should you start a software business and all that entails?
  • http://lifehacker.com/should-i-start-my-own-business-498632898

    Pros: The pros are pretty obvious, since they're the reasons millions of people dream about ditching their conventional jobs. Your reasons for starting a business should include several of these motivations, rather than, say, just doing it for the money opportunity:

    You can make a living doing what you love (or at least what interests you)
    You're in control of every aspect of your work life, from when you work to where and with whom
    You can choose which clients to work with and which projects or what kinds of business to go after
    You might find better work/life balance and can even work with your family (although that's a whole other situation)
    You may get things done faster and better when you're free from office politics and red tape
    You have a chance to earn more than you would working for someone else. The money you have been making for others now shifts to yourself.
    You'll have greater job security. That might sound counter-intuitive, but business owners typically have multiple clients, which lessens the pain if you lose one of them. Employees, on the other hand, have only one "client," their employer.
    You build something that's all your own, which gives you a great sense of accomplishment and also life purpose.

    Cons: There's a flip side to every coin. Which of the disadvantages below will really trouble you?

    You'll have to deal with an uncertain income and possible cash flow problems ("feast or famine" describes it pretty well).Finances overall will be more complicated (hello crazy tax laws!). Also, if you want to get a mortgage or other loan, banks will look at you differently and you'll have to meet higher criteria.You have to be a self-starter every single day you work.You have to do everything yourself (or hire someone to help you). "Everything" includes: managing the business' finances, marketing your products or services, organizing paperwork, dealing with lawyers, and chasing clients for money owed to you.If you want them, you now have to pony up for the paid benefits you once got as an employee. These benefits can be very expensive, especially health insurance or even taking a vacation. (Business owners learn the true meaning of "time is money" when they try to take time off.)You may be more likely to overwork and burn out.You're exposed to the same problems that trouble those who work from home: isolation, pressure, and loneliness.All of this can be much more stressful than working for someone else.
  • http://lifehacker.com/should-i-start-my-own-business-498632898

    Is it a good idea? 
    Doesn’t have to be mind-blowing. It just has to be good enough to build a business around
    No need to look for the idea of your life or a revolutionary

    Example: When Brian Chesky and Joe Gebbia founded AirBNB, they had no idea it would become the largest threat to the hotel industry with 250,000 rooms in 30,000 cities. All they wanted was to make some quick cash to help pay their rent and decided to rent an extra room.
  • http://lifehacker.com/should-i-start-my-own-business-498632898

    Is there a market for it? The million dollar question is: Would people actually buy it?
    Where and who are your potential customers?

    A few market research tools can also help you figure out if you're creating something people really want. Use Google Insights, Google KeyWord Tool, and Google Search to check out trends related to your idea and scope out the competition. The US Bureau of Census, Small Business Administration's Business Data & Statistics page, and CEOExpress research portal also offer helpful information.
    In short, the only critical thing you need to start a business is something to sell that people will buy. With that in place, you could even start a business for $100 or less.
  • A short history of how I found WordPress and created FooPlugins.
  • Anyone know this movie? Better Off Dead. First "remote work" job - Newspapers, anyone remember those? Get home, roll papers, rubberband them, load them into the basket on the front of my bike. 7 days a week.
    Various jobs through high school, always having some kind of side business on my own…typical 80s stuff, mowing lawns, etc.

    Fast forward to college, graduated with Advertising Design degree, went to work in an office furniture factory because that’s what you did in West Michigan. Still had side businesses…pen and ink portraits, logo designs, flyers, etc.
  • Fast forward to 2004/2005
    Created photo memorial DVD for brother. Created a business and partnered with local funeral home.

    Worked in customer service for audiobook publisher managing website orders and processing

    It was also when I discovered WordPress. I migrated the memorial business website to WordPress

    I was hooked.
  • Web sales for audiobook publisher
    Always trying something with WP
    Blogged what I was learning – had a following
    Moved to IT department, started blogs for audiobooks
    Started a paid blog network WPMU, made some $$$, got hacked and failed.

    Tried creating themes and plugins – not a designer or developer
    Frustrated but settled into the fact that I was merely an “implementor”
    Websites for friends/family and eventually small businesses


  • By this time, I was working as a Web Development Manager for a ventilations systems company (fans) and using WP Multisite to run their web properties

    As my nature dictated, and being in WP all day, every day, I wanted to start a premium plugin business because I had seen the continued success of others.

    Outsourced unsuccessfully. Until one day when working on a project for a client…gravity forms forums.
  • Start with a question.

    How many of you are developers?
    How many of you are entrepreneurs, marketers
  • Types of Market Research – Primary and Secondary | Primary – (start data collection)
    Interviews (only people you don’t know), surveys, questionnaires, focus groups (or beta/mvp groups) – Example: Before FooGallery, emailed FooBox customers with gallery survey

    Questions - What factors do you consider when purchasing this product or service?
    What do you like or dislike
    What areas would you suggest for improvement?
    What is the appropriate price for a product or service?

    Secondary – (continue data collection)

    Identify competitors,
    establish benchmarks
    identify target customer segments.
    people who fall into your targeted demographic--people who live a certain lifestyle, exhibit particular behavioral patterns or fall into a predetermined age group.

    Market research (simply google, forums, etc.)
    A few market research tools can also help you figure out if you're creating something people really want. Use Google Insights, Google KeyWord Tool, and Google Search to check out trends related to your idea and scope out the competition. The US Bureau of Census, Small Business Administration's Business Data & Statistics page, and CEOExpress research portal also offer helpful information.
  • Business Model Canvas

    Show you exactly what you don’t know and what you need to learn. Finding out that you don’t know something essential before you get started is fine. That’s the point. The first version of your canvas defines what research you need to do.

    Lean stack tool – free- A Lean version of the traditional business model canvas
    1-page business modeling
    Replaces big boring business plans with a 1-page Lean Canvas.


    https://www.wpkube.com/want-sell-wordpress-plugins/
  • Easy to find – Gravity Views, Gravity Wiz – Zack Katz
    Easy Digital Downloads – problem solved was that WooCommerce didn’t focus enough on digital downloads.
  • FooGallery, Form Builders (No less that a dozen form builders before Caldera started)
  • Instant traffic
    Instant sales?
    Revenue Splits – Boo!

  • Set Your Own Prices
    Keep 100% Commissions
    Manage Affiliates
    Build a Brand
    https://torquemag.io/2014/08/4-reasons-sell-wordpress-plugins-independently/
  • EDD or WooCommerce
    EDD image + Starter pack List?
  • Freemius Checkout

    Include comparison link on a slide:
    https://freemius.com/wordpress/features-comparison/

    Benefits-
    much lower % than codecanyon (72.5 compared to 27, 17, 7)
    No starting costs, revenue share from the start
    Setup in hours, not weeks
    Sell from WP Admin
    Auto install!!!
    Sell from any website, not just WP
    Stripe, PayPal, Software licensing built in.
    Trials, discount codes
    We are migrating now after testing.
    Aff program coming
    Cart abandonment coming



  • The freemium model.
    Giving everything away is not a business model
  • Software programmer and software freedom activist – thank him for the GPL - the license WP uses and any derivitive of it.

    I’ll be talking about the Freemium sales model, which includes both free as in free speech (WP GPL) AND free as in beer (for certain functionality that is)
    Free version/lite version
    Limited features
    Extensions or Pro version.
  • Largest and most obvious marketing channel for free WP software is the wordpress.org plugin repository. Over 50,000 plugins and counting!
    Why?
    Targeted users – they all use WordPress already;)
    Feedback mechanism via support forums
    Ability to utilize that public space to build your brand – star ratings, answer forums threads, reply to reviews, be helpful, link to dev versions of your free plugin
  • Awareness – Almost immediate when on .org
    Activation- Simply down from WP through Plugins->Add New search
    Usage – Users become familiar, including capacities and limitations.
    Purchase – Access to more features/benefits
    Advocacy – Reviews on .org, mentions in groups like Meetups, FB, Slack, blog posts, social media, etc.
  • Types of Freemium
    Extensions or Addons - Caldera
    Pro Version – Coming Soon and Maintenance Mode
    Trial Period – FooBox Pro
    Also works with SaaS/cloud services plugins – SiteLock – Free account with limited capabilities, upgrade path for users who need it.

    Free vs Pro?
    Free with Addons?
    Free vs Pro with Trial Period?
    Free vs Pro (with live demo of Pro)?
  • Or gaining more free and paying users
    The freemium model.
    Giving everything away is not a business model
  • Focus on active installs, reviews, support thread answers.
    Social proof
    Answer reviews and especially support threads, fast!
    Prompt this from within your plugin too!
    Ask for the review!
    Link to forum (this is in Free and the Pro links to our own support ticket system)
  • https://freemius.com/blog/wordpress-plugin-copy-that-drives-installs/
    On your plugin description and on dedicated site.

    What your plugin does and why –
    Features – include benefits too, a feature could be that it’s easier than others
    How – include simple how to steps – short video works too
    Include info on extensions/pro version BUT BE CLEAR ON DIFFERENCES
  • https://freemius.com/blog/seo-on-new-plugin-repository/
    Redesign and better SEARCH.

    Short desc, Long desc, FAQ, Installation, Screenshots (not on browser search but still in wp-admin search)
    Link to your other plugins (show FooBox and FooGallery example)
  • https://freemius.com/blog/seo-on-new-plugin-repository/
    Redesign has more search.
    Matches results for initial colleciton based on these things

    Short desc, Long desc, FAQ, Installation, Screenshots (not on browser search but still in wp-admin search)
    Link to your other plugins (show FooBox and FooGallery example)
  • https://freemius.com/blog/seo-on-new-plugin-repository/

    Refines results based on these things.

    THIS IS ALL NEW CRITERIA THAT DIDN’T MATTER BEFORE THE UPDATE
  • https://freemius.com/blog/seo-on-new-plugin-repository/

    Refines results based on these things.

    THIS IS ALL NEW CRITERIA THAT DIDN’T MATTER BEFORE THE UPDATE
  • DATA COLLECTION
    Google Analytics of course but…
    Better decisions for product features and marketing
    Usage opt-in form EDD, (GA) Monster Insights, Foo Freemius
    Freemius Insights
  • The old method vs the new method
  • 12 Steps!!!
    Non-tech savvy customers have trouble

    Diagram first include plugin zip download and install, then Show fooplugins edd example
    Diagram of upgrades process – click link, sales page, add to cart, create account, enter payment details..look for email…blah blah.
  • 4 steps compared to 12!
    Auto install is revolutionary for premium plugin devs
  • The old method vs the new method
  • Opt-in Free – newsletter sign up, usage tracking
    Opt-in During Purchase
    Automation - (thanks, follow-ups, moving subscribers between lists)
    Add Value – Build trust. Do that by sending a thank you email, then series of tips/tutorials. 5-7 emails
    Ask for the Sale - soft sale, discounts, upsells, cross sells
    Freemius MailChimp – Create triggers based on the Freemius webhooks that already exist. Things like “trial, activated, deactivated, and many more”
  • Dedicated site.
    Get back to the roots of WordPress and blog baby!
    Use every little piece of your plugin as blogging fodder. What problem it solves, each individual feature and why it matters, use support forums questions etc. The long tail (image)
    Customer showcase – automat posts by using form submissions by your customers!
  • Twitter, FB, you know where from that data you collected right?
    Sources – blog posts, support threads, reviews, customer showcases, other sites that are complimentary to your demographic
    Schedule posts - Hootsuite, social web suite, Buffer
    Bulk scheduling – spreadsheet of social posts, reword the text and use same links.
    Non-designer tip – Canva - Also good for product images
  • EDD – Affiliate WP
    Freemius – Next thing to be released
  • Upsells, cross-sells, abandoned carts
  • Upsell on sales page
    # of domains
    length of license
    = more savings for customer
  • Related or complimentary products
    Cross sell during add to cart
    Cross sell during checkout
  • Exit Intent popup on cart page.
    Fun fact! Never considered this, but will now!
  • Set it up once (or continually tweak)
    Proof It works
  • Related or complimentary products or services to promote
    More traffic
    Another customer acquisition channel
    Affiliate commissions = extra $$$

    Shortpixel complimentary service
    SiteGround in customer area of fooplugins
  • Where market research comes in
    What are competitors doing?
    Change pricing, test it. A/B test your pricing
  • Yearly discount? Maybe but not necessary.
  • Pricing
    Add to Cart, Buy
    Any Call to Action
    Never stop
  • The old method vs the new method
  • Prefix variables, functions and classes BUT ALSO CSS
  • Good or bad customer service
    FedEx
  • Wendys nugs for carter
  • United
  • Carter
    United
  • Forums
    Support tickets
    HelpScout
    Tell of going from helpscout to forums to helpscout again
  • Anticipate problems, proactive solving
    Continually add/update content based again on support issues, reviews, etc.
  • Force KB search before allowing ticket submission
    When clicking the support button
    Sounds a bit harsh but…it works
  • The old method vs the new method

×