just another wordpress designer/developer - wordcamp maine

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


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)


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.


Why most independent designers and developers don’t make it.


1. They don’t figure out what they have to offer that’s unique or superior, and of value to their market.


2. They fail to recognize differences in markets and/or don’t figure out which market they should pursue.


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.


4. They undervalue their work, and don’t get paid adequately.


What kind of clients do you want?


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


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!


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?


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)


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.


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


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.?


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?


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.


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...


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.


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


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.


EvoRule #3

Always prepare a scope of work and estimate based on the scope; include expected payment schedule and timeline.


EvoRule #4

Following acceptance of Scope of Work and estimate, begin work on mockup. Approval of mockup allows build to start.


EvoRule #5

Get payment up-front of at least 25% (33% for sites under $3000), due immediately on receipt of the invoice.


EvoRule #6

If a website is completely designed and coded, awaiting only content for launch, Evo can bill the final invoice.


Questions/Discussion?

just another wordpress designer/developer - wordcamp maine

Small Business & Entrepreneurship

wordcamp maine

market charge

market meetups

vertical market

marketing expertise

level of pricing

pricing strategy

business aspect