WordPress as a Business: What Your Mother Never Taught You

What your mother never taught you ???

WordPress as a Business

● Many years of data driven efforts● Got fired (I mean fired, not laid off - everyone should try this)

○ started my first of many businesses in the Valley○ Currently have 3

■ WP for small/medium biz & orgs■ Business Intelligence, Analytics & Data Mining■ Bonsai

● Wrote my first CMS before WordPress in 2002● Chair 2 Silicon Valley groups

○ Tech Women (1,300+ members)○ Business Intelligence (4,000+ members)

● Started doing WP sites pro bono around 2.7-2.9○ word spread○ people wanted to give me money

A little Background - Sonja

About Anca

Software Engineering and Consulting in the enterprise.

Built Web Apps, custom Content Management Systems

Large and small organizations / projects

- Cisco, Sony, Nike, Disney, several .com’s you’ve never heard of

Now building custom apps with WordPress

Coaching & Training

Weekly groups at Tech Liminal

About Josh Visick

● Freelance graphic & web designer.● Started coding static sites in ‘98.● WP bridge to becoming my “own developer”.● Developing with WP for the last 4 yrs.● Currently build sites and provide

hosting/maintenance for small businesses.

josh@visickdesign.com @JoshVisick

Making money with WordPress

● Building Websites ● Writing content for blogs, ads, affiliates● Custom Design / Programming● Support● Selling themes and plugins● Selling hosting/maintenance● Training and coaching

WordPress is different

● It is FREE!● It has a massive, growing market● It moves fast and you MUST keep up!● From small business to corporations● Nothing is completely custom

○ We all use the same ~14MB from the mothership● Very user-friendly, easy to use

WordPress is different...

● 5+ languages● Solutions for all, from pre-built themes to highly

custom “iceberg” sites● Updates happen, for better or for worse● Pants are not required (some of the time)

○ Teams and work have a new virtual model● Uniquely accessible community

What this means for my Business

● Offer high value product● Price point that more customers can afford● I can build sites faster and be more profitable● Reputation - WP is a household term● Scale business easier - pool of developers● Stability in business model - marketshare

Business 101

● Business form● Licenses● Contract● Don’t forget to ask for money (invoicing)● Scheduling (time lines and cash flow)● When to say no● Insurance

What is your value proposition?

● websites vs success-what are you selling?● Vertical market value?● golden triangle

○ Good, Fast, Cheap (pick 2)● 14mb foundation (did I mention free!)

Revenue vs income?

● Website creation/updates/conversions● recurring revenue:

● Sales of themes, plugins, API services● maintenance● hosting● other added value (SEM)● Training

Pricing?

● hourly○ WordPress mean/median

● fixed price○ WordPress mean/median

● retainer/contract● value vs market● the right price for your clients vs the right income for you

○ A) What do you need to make to survive○ B) What value do you provide○ If A>B, not sustainable - new business plan

● calculator - (share a google spreadsheet?)

Estimating a Project

● Do they know what they want?● Do they have their content?● Do they want a custom design?● Is there a plugin? Are there tons of plugins?● Custom code/ front + backend ● Are there interactive elements (storefront, forums, forms,

games, etc)● Talking to third parties (FB, custom API’s, CRM’s,maps)● Custom Admin Workflow?

We are at the Epicenter

Are you leveraging the Bay Area?● Automattic● EBWP● SFWP● WordCamp SF● Zurb● Twitter● FaceBook

protecting yourself

● contract:■ website (new vs conversion/upgrade)■ enhancement, change orders, kill fees ■ maintenance/hosting/support/added value

● change orders● site turnover/golive (after payment)● Risk of developing on account you do not control● Client mistakes

expenses

● open source model● time● tools - cost vs savings● sub-contractors

Marketing

● What is your target market● How do reach your target market● Cost of acquisition

○ Initial consultation - free or billable○ RFP’s

● Word of mouth● The 20 word pitch have it ready at ALL times

Appearing Being Bigger than you are

● Collaboration○ Resources who can help with a quick tip○ GIVE BACK

● Virtual Teams - ○ follow the lead of the mothership (Automattic)○ A Year Without Pants

● Referrals● Business form

Resources

● WordPress.org - Codex, blogs, docs● Tech Liminal - classes, workspace● WordPress survey● Remote managers

○ InfiniteWP, manageWP● WAMP / MAMP stacks

○ http://serverpress.com/products/desktopserver/ ● Version control

○ Git, Github (interfaces to WordPress SVN, Probably easier)

Resources pg 2

● Pricing - ○ http://allindiewriters.com/freelance-hourly-rate-calculator/○ http://chrislema.com/changing-the-pricing-conversation-with-clients/

● Freemium Business services● Project management

○● accounting/time tracking● chrislema.com/books● www.workformoneydesignforlove.com/