Just Another WordPress Designer/Developer - WordCamp Maine
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Just another WordPress designer or developer
Surviving & Thriving as a Designer or Developer in a Saturated Labor Market
WordCamp Maine 2014 | Ray Gulick, Evo 2
Ray Gulick principal/creative director/designer/developer/trash emptier
Evolution Web Development, LLC Santa Fe, New Mexico www.evowebdev.com
@evoweb #wcme14
WordCamp Maine 2014 | Ray Gulick, Evo 3
Most independent designers & developers don’t make it.*†
*more than 80% of independent designers and developers will take a full-time job within a year†most of what we’ll be talking about applies to freelancers (people who sell their time rather than a product)
WordCamp Maine 2014 | Ray Gulick, Evo 4
Some things go without saying.*1. You need solid skills. And people you can
call on when you need additional expertise.2. You need to care about your clients and do
what’s in their best interests.3. You need good business sense, and the
business aspect has to appeal to you.4. You need a self-disciplined work ethic.
*I won’t be saying any more about these.
WordCamp Maine 2014 | Ray Gulick, Evo 5
Why most independent designers and developers don’t make it.
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1. They don’t figure out what they have to offer that’s unique or superior, and of value to their market.
WordCamp Maine 2014 | Ray Gulick, Evo 7
2. They fail to recognize differences in markets and/or don’t figure out which market they should pursue.
WordCamp Maine 2014 | Ray Gulick, Evo 8
3. If they do figure out what they have to offer and what market they want to pursue, they fail to communicate effectively with their market.
WordCamp Maine 2014 | Ray Gulick, Evo 9
4. They undervalue their work, and don’t get paid adequately.
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What kind of clients do you want?
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Pricing Levels1. Cheap: everybody likes cheap, right?
2. Going Rate: what most people in your market charge for a service.
3. Premium: above going rate, infers better quality or service
WordCamp Maine 2014 | Ray Gulick, Evo 12
Sustainable Pricing“Sustainable pricing is a level of pricing that allows you to survive as an independent designer or developer working 120-200 hours per month.” *
More simply stated, sustainable pricing allows you to stay in business.
*totally made-up definition, but close to reality
It’s OK...really!
WordCamp Maine 2014 | Ray Gulick, Evo 13
You cannot afford to work at an unsustainable rate.• Money issues: you can’t pay your bills
• Reputation as “cheap” prevents you from getting better clients
• Money issues: you make desperate, bad decisions (business and personal)
• Did I mention money issues?
WordCamp Maine 2014 | Ray Gulick, Evo 14
Pricing Strategies1. Cheapest: we’ll make it up in volume, or we’ll
bump up our prices later
2. Flexible: let’s make a deal
3. Price List: published costs for services
4. Hourly Rate: multiply hours x $
5. Quote/Formal Proposal: pricing based on a defined Scope of Work (SOW)
WordCamp Maine 2014 | Ray Gulick, Evo 15
Your pricing strategy must match your market.Personal Bloggers
Established Business
Government Agency
Price List or Proposal
Quote/Formal Proposal
Cheapest
There is a prevailing successful strategy (and price level) for each market.
WordCamp Maine 2014 | Ray Gulick, Evo 16
What is your special purpose?*Superior Coding/Programming Do you offer solutions that solve problems or simplify processes, or make your customers more efficient?
Superior Design Do you offer creative, original visual design that enhances user experience?
*what you offer that’s unique or superior, and of value to your market
WordCamp Maine 2014 | Ray Gulick, Evo 17
Your special purpose?Marketing Expertise Do you offer experience and expertise with web-based marketing, and create websites that enhance online marketing efforts?
Social Media Expertise Do you offer expertise in building/managing an online footprint with Facebook, LinkedIn, Twitter, Pinterest, Yelp, etc.?
WordCamp Maine 2014 | Ray Gulick, Evo 18
Your special purpose?Content Expertise Do you offer web-focused content services, such as writing, photography, illustration, or video production?
Industry Experience Do you have specific industry knowledge or experience that allows you to bring value to a vertical market?
WordCamp Maine 2014 | Ray Gulick, Evo 19
Getting the word out (aka marketing)1. Get your elevator pitch together.2. Get serious about social media activity.3. Mingle with your market (meetups,
conferences, etc.).4. Build relationships with clients and industry
contacts.5. Find a collaborator with complementary skills.
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6. Pursue speaking opportunities where your market is present.
7. Do pro bono work for worthy cause (how is this different than working cheap?)
8. Get testimonials and use them.9. Write case studies about happy clients (use on
website; press releases; etc).10. Ask for referrals from happy clients.
More marketing...
WordCamp Maine 2014 | Ray Gulick, Evo 21
Make some business rules that help keep you in business.It’s up to you to protect your business (and yourself ) by defining how you do business.
“Whatever the customer wants” is a dangerous and miserable way to be in business.
WordCamp Maine 2014 | Ray Gulick, Evo 22
Only do business with businesses and professional organizations, and sometimes with non-profits, if they don’t expect me to be a non-profit.
EvoRule #1
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EvoRule #2
Don’t do maintenance or “fixes” for websites Evo hasn’t developed, unless it’s a short-term fix to allow a client to “get by” until Evo can implement their new website.
WordCamp Maine 2014 | Ray Gulick, Evo 24
EvoRule #3
Always prepare a scope of work and estimate based on the scope; include expected payment schedule and timeline.
WordCamp Maine 2014 | Ray Gulick, Evo 25
EvoRule #4
Following acceptance of Scope of Work and estimate, begin work on mockup. Approval of mockup allows build to start.
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EvoRule #5
Get payment up-front of at least 25% (33% for sites under $3000), due immediately on receipt of the invoice.
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EvoRule #6
If a website is completely designed and coded, awaiting only content for launch, Evo can bill the final invoice.
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Questions/Discussion?