how to build a popular wordpress plugin - wordpress boston june 2014
DESCRIPTION
Link to the video: leadin.com/how-to-build-a-popular-wordpress-plugin/ How to build a plugin people love Building plugins is awesome! But building a plugin that’s both functional AND really valuable is tough. Last October, we set out to do just that. From user interviews, finding pain points, and growing our user base, we’re sharing everything we’ve learned up to this point. Nelson Joyce & Andy Cook We’re two product guys trying to build awesome marketing products for WordPress. We work full-time on LeadIn, an inbound marketing plugin for small businesses. We’re also product team members at Cambridge based software company, HubSpot.TRANSCRIPT
How to build a
PLUGIN PEOPLE LOVE@NelsonJoyce @AndyGCook
#BOSTONWP MONDAY JUNE 30, 2014LEADIN.COM
WASTED TIME& EFFORT
YOU
Started October 2013
5000+ Downloads
4.5 Star Rating
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DON’TF*CKIT UP
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LINES OF CODE
CONTACTS
EMAIL ADDRESSES
STARTUP EXPERIENCE0LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
START WITH WHAT
YOU KNOWLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
MARKETINGSOFTWARE FORWORDPRESS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DON’TF*CKIT UP
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP ONE
NOT PRODUCTSSTART WITH PEOPLE
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
YOU ARE NOTTHE USER
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
TALK TOPEOPLE
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Where do I find these “PEOPLE”
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
2 CALLS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
5 CALLS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
I'm reaching out because I'm part of a 2-man startup working on a
WordPress plugin to help users see how their visitors are interacting
with them online (we're calling it LeadIn http://leadin.com).
If you're up for it, I'd love to do a 30-minute call to pick your brain
about WordPress and marketing in general. Any feedback or ideas
you have would be super valuable.
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
I'm reaching out because I'm part of a 2-man startup working on a
WordPress plugin to help users see how their visitors are interacting
with them online (we're calling it LeadIn http://leadin.com).
If you're up for it, I'd love to do a 30-minute call to pick your brain
about WordPress and marketing in general. Any feedback or ideas
you have would be super valuable.
5 CALLS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
“cool i like this, I did something similar
last year. It failed but I still think it would
be a good idea if I had more time to get
it right.”
- Nice Person
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
http://wpcurve.com/podcast-49-business-breakdown-nelson-joyce-leadin-com/
PROTIP TWO
PEOPLE ARE NICEWHEN YOU’RE TRYING TOSOLVE THEIR PROBLEMS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROBLEMSFRUSTRATIONSCOMPLAINTS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
WHAT’S YOUR MARKETING PROCESS?
WHAT TOOLS DO YOU USE?
HOW COULD THEY BE BETTER?
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
I know [Google Analytics] can do many things, it is a
powerful tool, but, you know, I just wanted to know
which pages my leads went through before/after they
filled in the contact form.
“
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
It would be helpful for me to know what content
the user who contacts me had visited so I can
ascertain their interests.
“
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
I DON’T KNOW WHERE MYLEADS ARE COMING FROM
PROBLEM:
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DOESN’T THIS EXIST ALREADY?
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
TOO COMPLICATED & TOO EXPENSIVE
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
ONE CLICK INSTALL
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP THREE
DON’T UNDERESTIMATE
SIMPLICITYLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DON’TF*CKIT UP
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
MOCKUPS ARE
CHEAP!LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
SHOW PEOPLE AND
LISTENLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
I WOULD
PAYFOR THIS!
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DON’T CARE AMAZING!
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DON’T CARE AMAZING!
VALLEY OF
DEATH
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP FIVE
LOOK FOREXTREMEREACTIONS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
BUILD LESS. LEARN MORE.
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
ASSUMPTIONVALIDATELEARN
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
ASSUMPTION:
People will install a plugin to track where
their leads come from
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
MINIMUM VIABLE PRODUCT
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
MINIMUM VIABLE PRODUCTPLUGIN
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Form builderList of all contacts
Timeline for each contactSettings
Email notificationLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Perfection is achieved not when there is nothing more to
add, but when there is nothing left to take away
- Antoine de Saint-Exupery
“
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Form builderList of all contacts
Timeline for each contactSettings
✓ Email notificationLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
SOME OFLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP FIVE
CODE IS JUST A BYPRODUCT OF SOLVING PEOPLE’S PROBLEMS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Our mission is to
democratize
publishing.
“
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
If you are not embarrassed by the first version of your
product, you’ve launched too late.
- Reid Hoffman
Founder - LinkedIn
“
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
ASSUMPTION:
People will install a plugin to track
visitors activity on their website and find
value in that data
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
ASSUMPTION:
People will install a plugin to track
visitors activity on their website and find
value in that data✓
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
TALK TO PEOPLE?
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP SIX
CUSTOMER COMMUNICATION IS YOUR COMPASS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
Listen
Build
AnalyzeDeliver
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
100 INSTALLS
0
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PROTIP SEVEN
BUILD A PLUGIN THAT100 PEOPLE LOVE
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Launched in repo 3/12
5,204 Downloads
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
41% OF WORDPRESS PLUGINS< 1,000 DOWNLOADS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
DOWNLOADS FOR PLUGINS LAUNCHED ON 3.12
PROTIP ONE
NOT PRODUCTSSTART WITH PEOPLE
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP TWO
PEOPLE ARE NICEWHEN YOU’RE TRYING TOSOLVE THEIR PROBLEMS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP THREE
DON’T UNDERESTIMATE
SIMPLICITYLEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP FIVE
LOOK FOREXTREMEREACTIONS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP FIVE
CODE IS JUST A BYPRODUCT OF SOLVING PEOPLE’S PROBLEMS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP SIX
CUSTOMER COMMUNICATION IS YOUR COMPASS
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
PROTIP SEVEN
BUILD A PLUGIN THAT 100 PEOPLE LOVE
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
LEARN
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014
@NelsonJoyce @AndyGCookLeadIn.com/vip
THANKS!
LEADIN.COM #BOSTONWP MONDAY, JUNE 30, 2014