You Created a Plugin. Now What? WordCamp Orange County
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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 a premium product. Attendees will learn everything they need to know to create a plugin that people will love and recommend to others.
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You Created a Plugin. Now What? WordCamp Orange County
- 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 O r a n g e C o u n t y 2 0 1 7
- 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 O r a n g e C o u n t y 2 0 1 7
- 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. @ 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 O r a n g e C o u n t y 2 0 1 7
- 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. @ 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. @ 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 O r a n g e C o u n t y 2 0 1 7
- 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. @ S I T E L O C K Is It a Good Idea?
- 10. @ S I T E L O C K Will People Buy It?
- 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 O r a n g e C o u n t y 2 0 1 7 How a non-developer co-founded a premium plugin business
- 12. @ S I T E L O C K It Started with a Paper Route
- 13. @ S I T E L O C K Finding WordPress
- 14. @ S I T E L O C K Following My Passion
- 15. @ S I T E L O C K Finding a Partner
- 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 O r a n g e C o u n t y 2 0 1 7
- 17. @ S I T E L O C K Market Research
- 18. @ S I T E L O C K Know Your Business Model
- 19. @ S I T E L O C K Solve a Problem
- 20. @ S I T E L O C K Don’t Reinvent – Do It Better
- 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 O r a n g e C o u n t y 2 0 1 7
- 22. @ S I T E L O C K Existing Marketplace
- 23. @ S I T E L O C K Your Own Site
- 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 O r a n g e C o u n t y 2 0 1 7
- 25. @ S I T E L O C K The Right Tool for the Job
- 26. @ S I T E L O C K The Other Right Tool for the Job
- 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 O r a n g e C o u n t y 2 0 1 7
- 28. @ S I T E L O C K It Starts with Free
- 29. @ S I T E L O C K WP.org
- 30. @ S I T E L O C K The Freemium Sales Funnel Awareness Activation Usage Purchase Advocacy
- 31. @ S I T E L O C K Upgrades or Extensions
- 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 O r a n g e C o u n t y 2 0 1 7
- 33. @ S I T E L O C K Repo Meta Matters
- 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. @ S I T E L O C K Plugin Repository SEO
- 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. @ 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. @ 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. @ S I T E L O C K Data Collection is GoodUninformed Decisions are Bad
- 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 O r a n g e C o u n t y 2 0 1 7
- 41. @ S I T E L O C K The Old Way
- 42. @ S I T E L O C K The New Way
- 43. @ S I T E L O C K@ S I T E L O C K Have I Mentioned Marketing Yet? Wo r d C a m p O r a n g e C o u n t y 2 0 1 7
- 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. @ S I T E L O C K • Plugin features • Plugin settings • Related tutorials • Use support as inspiration • Customer showcase Content Marketing
- 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. @ 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. @ 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 O r a n g e C o u n t y 2 0 1 7
- 49. @ S I T E L O C K Upsells
- 50. @ S I T E L O C K Cross Sells
- 51. @ S I T E L O C K Exit Discounts
- 52. @ S I T E L O C K Recovered Carts
- 53. @ S I T E L O C K Cross Promotion Partnerships
- 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 O r a n g e C o u n t y 2 0 1 7
- 55. @ S I T E L O C K What Will the Market Bear?
- 56. @ S I T E L O C K Auto Renew
- 57. @ S I T E L O C K A/B Testing
- 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 O r a n g e C o u n t y 2 0 1 7
- 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. @ 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 O r a n g e C o u n t y 2 0 1 7
- 61. @ S I T E L O C K Support Will Make or Break You
- 62. @ S I T E L O C K Good
- 63. @ S I T E L O C K Bad
- 64. @ S I T E L O C K Social Proof
- 65. @ S I T E L O C K Support Options
- 66. @ S I T E L O C K Knowledge Base
- 67. @ S I T E L O C K Encourage Self Help
- 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 O r a n g e C o u n t y 2 0 1 7
- 69. @ S I T E L O C K • Validate your idea • Market research • Choose a platform • Marketing • Marketing • Marketing…
- 70. @ S I T E L O C K
- 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