Notes from Rebecca Gill's presentation "The Misadventures and Unexpected Success of Launching a WordPress Theme Store"
Takeaway: Getting the Concept Off the Ground
No formal background in development, marketing,
Understand the Investment and Payback Period
Process for Developing a Theme
- Five graphic designers
- 18 StudioPress child themes
- Chris is his developer, based in Colorado
- Look at Adwords to check for competition
- Look to see if she can do something better, if she can't, she won't do it.
- Considers functionality - what people want
- Try to build that into the design
- Give it to the designer, go back and forth, four PSD files
- Gives to Bejon (in Phillippines)
- Test it out
- Create the demo
- Add meaningful content
- Chris does QA
- Rebecca does instructions for the forum
- Audited by Gary Jones (in the UK), Travis Smith, Paul deWonkers (Brazil)
- 70% of sales are international, 30% US
- Rebecca does pre-sales
- Payback for a theme is 5-9 months.
Expect the Unexpected
- Have a solid project plan and clear assignments.
- Uses Basecamp to manage projects - currently have over 100 projects
- Store revenue is only 10% of their overall revenue
- What I've learned about WordPress: people don't know what they don't know
Many people don't read product pages, lots of people think WordPress is magic, sales aren't consistent.Adjust Your Process
Marketing and Selling Your Baby
- Have good instructions
- Keep improving as you go
- You can't make everyone happy
If you don't have a solid marketing and sales plan, you won't move forwardInvestments
- Genesis Frameworks
- Dropbox - free
- WiredTree-> hosting
- PayPal - 3% per sale
- Affiliates Pro
What has kept their team moving forward: Rebecca's knowledge of sales and marketing, SEO experience and our entire team's love of what we do.
- Funded through custom design projects.
- You got to love it, or don't do it.
- Use what you know. Learn what you don't.
- Real revenue is possible.
What surprised Rebecca was the amount of revenue from theme customizations and setup assistance -> twice the revenue of theme sales. Not much revenue (yet) via affiliate sales.What Rebecca Learned in the Past 12 Months
Contexture Page Security
- Know who you are
- Do what makes you happy
- Focus on happy and ignore the rest
- Remove roadblocks for everyone
: The plugin mentioned at the end of Rebecca's talk for setting user permissions for access to post, pages or sections.