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You Created a Plugin. Now What? WordCamp Sacramento

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Adam W. Warner
Adam W. Warner

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 products. Attendees will learn everything they need to know to create a plugin that people will love and recommend to others.

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@ S I T E L O C K@ S I T E L O C K You Created a Plugin Now What? W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K@ S I T E L O C K Who Are You? W o r d C a m p S a c r a m e n t o 2 0 1 7
@ 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!
@ S I T E L O C K@ S I T E L O C K History of Plugins W o r d C a m p S a c r a m e n t o 2 0 1 7
@ 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
@ 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
@ S I T E L O C K@ S I T E L O C K Should You Start? W o r d C a m p S a c r a m e n t o 2 0 1 7
@ 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 $$$
@ S I T E L O C K Is It a Good Idea?
@ S I T E L O C K Will People Buy It?
@ S I T E L O C K@ S I T E L O C K My Story W o r d C a m p S a c r a m e n t o 2 0 1 7 How a non-developer co-founded a premium plugin business
@ S I T E L O C K It Started with a Paper Route
@ S I T E L O C K Finding WordPress
@ S I T E L O C K Following My Passion
@ S I T E L O C K Finding a Partner
@ S I T E L O C K@ S I T E L O C K Before You Sell W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K Market Research
@ S I T E L O C K Know Your Business Model
@ S I T E L O C K Solve a Problem
@ S I T E L O C K Don’t Reinvent – Do It Better
@ S I T E L O C K@ S I T E L O C K Where to Sell W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K Existing Marketplace
@ S I T E L O C K Your Own Site
@ S I T E L O C K@ S I T E L O C K How to Sell W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K The Right Tool for the Job
@ S I T E L O C K The Other Right Tool for the Job
@ S I T E L O C K@ S I T E L O C K Marketing W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K It Starts with Free
@ S I T E L O C K WP.org
@ S I T E L O C K The Freemium Sales Funnel Awareness Activation Usage Purchase Advocacy
@ S I T E L O C K Upgrades or Extensions
@ S I T E L O C K@ S I T E L O C K Increasing Active Installs (and Sales) W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K Repo Meta Matters
@ 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
@ S I T E L O C K Plugin Repository SEO
@ 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
@ 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
@ 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 F A Q , c h a n g e l o g , e v e r y t h i n g … ) • T a 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 • T r 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 • T e 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
@ S I T E L O C K Data Collection is GoodUninformed Decisions are Bad
@ S I T E L O C K@ S I T E L O C K Streamlining Upgrades W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K The Old Way
@ S I T E L O C K The New Way
@ S I T E L O C K@ S I T E L O C K Have I Mentioned Marketing Yet? W o r d C a m p S a c r a m e n t o 2 0 1 7
@ 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
@ S I T E L O C K • Plugin features • Plugin settings • Related tutorials • Use support as inspiration • Customer showcase Content Marketing
@ 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
@ 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
@ S I T E L O C K@ S I T E L O C K Pro Tips W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K Upsells
@ S I T E L O C K Cross Sells
@ S I T E L O C K Exit Discounts
@ S I T E L O C K Recovered Carts
@ S I T E L O C K Cross Promotion Partnerships
@ S I T E L O C K@ S I T E L O C K Pricing W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K What Will the Market Bear?
@ S I T E L O C K Auto Renew
@ S I T E L O C K A/B Testing
@ S I T E L O C K@ S I T E L O C K Developer Tips W o r d C a m p S a c r a m e n t o 2 0 1 7
@ 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
@ S I T E L O C K@ S I T E L O C K The Elephant in the Room W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K Support Will Make or Break You
@ S I T E L O C K Good
@ S I T E L O C K Bad
@ S I T E L O C K Social Proof
@ S I T E L O C K Support Options
@ S I T E L O C K Knowledge Base
@ S I T E L O C K Encourage Self Help
@ S I T E L O C K@ S I T E L O C K Now What? W o r d C a m p S a c r a m e n t o 2 0 1 7
@ S I T E L O C K • Validate your idea • Market research • Choose a platform • Marketing • Marketing • Marketing…
@ S I T E L O C K
@ 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

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You Created a Plugin. Now What? WordCamp Sacramento

  • 1. @ S I T E L O C K@ S I T E L O C K You Created a Plugin Now What? W o r d C a m p S a c r a m e n t o 2 0 1 7
  • 2. @ S I T E L O C K@ S I T E L O C K Who Are You? W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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? W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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) W o r d C a m p S a c r a m e n t o 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 F A Q , c h a n g e l o g , e v e r y t h i n g … ) • T a 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 • T r 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 • T e 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 W o r d C a m p S a c r a m e n t o 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? W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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 W o r d C a m p S a c r a m e n t o 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? W o r d C a m p S a c r a m e n t o 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