🌐 Justin's Blog

WordPress Pricing

August 20, 2024

The challenges and tribulations of pricing a product or service in the WordPress space.

Let's talk about the WordPress industry and pricing for a moment.

It's well-documented that WordPress products are underpriced because there is a certain price expectation from the community. Now, prices have slowly gone up (a good thing!) but not nearly on par when compared to other industries.

Not even close.

When I left LearnDash, the most common tier was around $199 (which would make it expensive across the WordPress space).

Teachable is like... $99/mo... for way less. And they easily make more money than LearnDash. I'm sure you can all think of 100s of other examples. But this also goes for WordPress related services.

By way of example, it's normal in non-WordPress industries for coaching to be $1,000-$2000/mo. Very normal, in fact. People pay this without blinking an eye. I could never charge this for my coaching.

And what I do charge is often met with hesitation, even though I have the background and accolades to justify charging more if I coached outside of WordPress.

The Concept of Value Fatigue

What ends up happening is prices stay low (in both products and services) and the people behind those offerings try their damnedest to pack insane amounts of value into the low price. Now, that's obviously good. But it has resulted in Value Fatigue.

All of us in the WordPress space are so used to the products and services we buy being overly stuffed with value — far beyond the price we pay — that it is driving prices down.

Newcomers go into the space (products or services) and see the main players are charging “X” for “Y”. So, they end up charging a price of “X-1” for “Y+1”.

Rinse and repeat for the next entrant. It's a race to the bottom for businesses, Value Fatigue for consumers.

I wish I had a solution for this, but it's very much intertwined with the culture of WordPress. The needle is moving up, but we are comparing that in a WordPress vacuum. By the same token, maybe it's not something that needs to be “solved”.

Maybe It’s Okay?

Maybe the way pricing is in WordPress is fine. And look, despite low prices, many WordPress businesses do very well.

WooThemes crushed it early on and sold for tens of millions.
LearnDash (to my knowledge at the time) was one of the most successful revenue generating WordPress businesses at the time of sale.
Yoast has been cookin' for years.
10up and WebDevStudios benefit from premium rates. Heck, I coach several “small” product and agency companies that are making 7-figures.

While this is great, it's important to understand that these are all the exceptions. The freelancers out there busting their ass on the product or service they are selling are unable to charge what they really should be charging if they were outside of WordPress.

I coach WordPress folks who have started to brainstorm ways to branch outside of WordPress. Not for lack of love, but the grind is considerably more challenging, especially the pressure to continually pack more and more value wherever possible, leading to frustration and ultimately burnout.

#WordPress

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Limbo

August 15, 2024

Stuck in the middle, and hating it.

In early summer, Lorena and I closed on a home as we look to move (one last time) to what is hopefully our long-time home. However, we have yet to move because we are still in our current home in San Clemente.

There are two reasons why we are in this situation. First, we have yet to sell our current home. This process has been harder than I imagined, I’ll admit. It wasn’t helped by the fact that we had a sewage backup and needed to take the home off of the market for a few weeks to do the necessary clean-up and repairs.

The second reason is that we are also doing renovations on our new home. This is exciting because we are really making the home feel like ours before we live in it. It’s very much in progress, so not living there is a good thing for the time being. It would be loud, dusty, and unlivable in some parts of the home. On top of that, though, we also experienced flooding at the new home!

So, that brings us to where we are: in limbo. We aren’t fully mentally here in San Clemente since we are trying to sell, nor are we mentally (or physically) in our new home. It’s a weird position to be in, especially for so long. We are frustrated, but still excited. For now, I’m just focusing on one day at a time.

#personal

Brother Visit

August 12, 2024

Seeing family, boating, and laughs along the way.

Lorena and I took a long weekend to go visit my brother and his family in the suburbs north of Chicago. Normally, we see each around the holidays, but occasionally one of us will make a trip out to see the other. It was our turn.

It was a good visit, and always nice to see my nephews, who are growing up so fast it’s insane (at ages 11 and 13). I still remember the day the oldest was born! So crazy. They’ve settled in nicely with their life in the U.S. after six years living in England and Germany.

The big event of the trip was getting to see my brother’s new boat. The weather was decent, though a bit windy. It was nice, and fun to get a glimpse into the routine of my brother’s family. Apparently they do the boat thing nearly every weekend. Plus, my parents also came to visit for a night after celebrating their anniversary in the city, so we all got some time together as a family.

We spent the last day relaxing and then going to the Chicago Botanical Gardens. It was probably one of the better gardens that I’ve ever been to – we didn’t even see it all, and we were there for two hours.

We are back in California now, trying to sell this home so we can finally move to our new house — which has been the main stressor in my life for the past four months. Putting out the good vibes!

#personal

Moving Again

July 26, 2024

Making a big change... one last time!

Lorena and I have been living in San Clemente, California since January 2023, after moving from Austin, Texas. It’s easily the most beautiful place I have ever lived.

Situated less than a mile from the beach, I’ve had plenty of opportunities to go to the ocean – my favorite thing to do. There are palm trees all over, the sun is (almost) always shining, and the temperature doesn’t get too hot nor cold.

Without question, my favorite part of where we live is the ocean view from our upstairs living room, where I admired the sunset every evening.

That said, after some lengthy conversations for the past six months or so, we’ve decided that San Clemente is just not where we want to be for the long term.

Something Missing

To put it plainly: Orange County lacks the diversity we value.

Diversity in people, culture, thoughts, food, and activities. It’s closed off and slow. In San Clemente, you find either retirees, or San Clemente families who have lived here for generations. It’s not close to any real major city, so in many ways it feels like you’re stuck on an island.

At this stage of our lives, we desire more. We started to look at bigger cities again, specifically San Diego and Los Angeles. We actually met in San Diego, so it holds a special place in our hearts. But after a bit of conversation, neither of us were really that excited to go back. Nothing against the city personally, we just wanted to move onto something new and different.

Landing on Culver City

After ruling out anywhere south of San Clemente, our sights shifted north to Los Angeles. LA has the diversity we crave, and a vibe that we really mesh well with on a personal level. There are so many different neighborhoods, and each one has its own look & feel.

We spent many weekends taking trips up to learn more about the city and to see some homes. In the end, we found a place in Culver City. It’s a great mix of a family-oriented community with easy walkability to cafés, shops, and more. As an added bonus, it has its own school district, police, and other public services given that it is a separate city from LA.

We are thrilled to have landed in a place where we are excited about the daily life, and the opportunities. Now all we have to do is sell our home!

#personal

Software Ideas

July 18, 2024

The more I don't think about software, the more ideas that start to creep into my mind.

It’s funny, when I’m not thinking about starting a software company, I start getting flooded with ideas. And since I’ve started coaching founders, I’m getting more of these ideas.

A few have come up that are pretty damn good. Or at least I am interested in them because I really like the industry, which is the e-learning and online course space. This is a market that I have been involved with my entire career – even before my foray into WordPress.

But unfortunately, that’s a problem.

Why is it a problem?

I am still bound by a non-compete clause after the sale of LearnDash, and that restriction doesn’t expire until 2026.

If I wanted to move forward in the e-learning industry, I would need to seek legal permission from LiquidWeb. Maybe that makes sense at some point, but for now I’m pretty content just continuing with my coaching. At the same time, I can start doing some more market research to see if any of these ideas actually have potential.

#entrepreneurship

How I Deal with Stress

July 9, 2024

When times are tough, this is what I do.

A couple of weeks ago, the plumbing system in our home backed-up. As you can imagine, this was a pretty stressful (and disgusting) time. The plumber came out at 9PM but couldn’t fix anything. So, after I spent an hour cleaning the most impacted areas, Lorena and I had to head off to a hotel for the night.

Over the next few days, we had the plumbers come out to investigate further, a restoration company come to remove affected walls and flooring, and a contractor come to give an estimate on repair work. Oh, and did I mention that we are trying to sell our house? Yeah, it’s off the market as we deal with all of this.

This has been a stressful time for us, no doubt.

Keep Life Small

When these kinds of things happen, I’ve found that I benefit by keeping my life small. What I mean is that I limit my thinking to the present. I don’t think too far into the future, nor about the past. This just brings unnecessary added stress.

By focusing on the present, I make sure all my energy and actions are relevant to the immediate items at hand. In essence, I “wall off” my thoughts from anything else. I have tasks to do in the day, and so I’m just staying in the moment. At the end of the day, I reflect on the day and what I need to get done the next day.

This process can go on for a few days or a couple of weeks. I don’t enjoy it, but it keeps me sane. I’m a dreamer. I like to plan the future, and reflect upon my past experiences. But these things take up energy, and sometimes they can come with emotions that I just don’t have time to deal with. Between that time, I have a few distracting activities (like playing chess), so that I don’t wear myself out.

As time goes on and the major drivers of my stress become, well, less stressful – then I allow myself to expand my thinking gradually until things are back to normal again.

Everyone has their own methods of dealing with stress, so I’d say do whatever works best for you. But if you’re open to new ways of thinking, I can vouch for this approach.

Keep life small.
Don’t think about the past or future, just the day you’re living.
Create checklists so you have a visual of your progress.
Pat yourself on the back for making that progress.

And remember: like everything in life, this is only temporary.

#mindfulness

Earned a Chess Title

June 29, 2024

I’ve been playing online chess for a decade, which naturally means that I started later in life. I’ve played countless games over the years, at times more frequently than others. Chess online can be fun, but it can also get a little boring.

Typically, I play on chess.com and lichess.org, but recently I found the FIDE Online Arena (FOA). This is the online chess site sponsored by FIDE, the organizing body for all things chess in the world (similar to FIFA for soccer).

Anyway, I was checking it out, and I learned that they had chess titles for online players. Specifically:

Arena Candidate Master
Arena FIDE Master
Arena International Master
Arena Grandmaster

These are different from over-the-board titles:

Candidate Master
FIDE Master
International Master
Grandmaster

The Arena Candidate Master (ACM) title.

The prospect of working towards an official title online sounded appealing, so I signed-up and started playing FOA rated games. All I had to do was maintain a score of 1100-1400 for 100 blitz games. Easy, right?

Well, not so much. The FIDE Online Arena has strong players. On chess.com, my rating is typically 1800-1900. My rating on the FOA site started off in the low 1200s. I had to really focus if I was going to get this title.

So, I slowed down and started playing more sound openings. I started practicing tactics as well when I wasn’t playing games.

Last weekend, it all came to fruition as I earned my Arena Candidate Master title (with a rating of 1337), which appears on the official FIDE site.

I’m pretty happy about it if I’m honest. And no, this title isn’t something that’s highly respected in the hardcore chess circles (only over the board titles, like International Master and Grandmaster, get esteemed recognition).

But I don’t play in-person tournaments, so this is all I got.

I’m going to savor it for the time being and just get back to playing for fun. One day, I might try for the Arena FIDE Master. That’ll take a considerable effort, though. For now, I’m just enjoying this one.

#personal

Trip to Mexico City

June 21, 2024

Lorena and I just got back from Mexico City visiting her parents where her sisters also came in from Connecticut and New York. It was a good way to get a break from the normal routine we’ve had the past few months preparing for a move to a new city.

We celebrated Father’s Day and her older sister’s birthday, relaxed, and got together with extended family during our week visit. It was really enjoyable, as usual.

Mexico is pretty hot in the summer, but not like Texas (which is terrible). It was nice to see the sun though because we have been experiencing a heavy dose of “June Gloom” this year.

We’re back in California again, as we get set to move for what is hopefully the last time for a long time.

#personal

3rd BJJ Stripe

June 9, 2024

Yesterday, it finally happened: I got my third stripe in Gracie jiu-jitsu.

I started doing BJJ in April last year as a way to get some more exercise and learn some useful skills for both fun and self-defense. It also got me out of the house, which was another important factor.

In July, I got my first stripe, and by September, I received my second stripe. I was making good progress, but I was also feeling a little unmotivated by my gym after eight months.

I took a break over the holidays and then looked for a new gym. I tried out a few that were much closer to my home and really enjoyed them, but that’s when I re-injured my bicep tendon. It forced me to take time off from all activity.

I thought a lot about BJJ during that time. It’s something I want to continue to do as I age, and I talked with the instructor at my original gym about this goal. He was very supportive and really helped me out.

He has since left the gym, but I started to take private lessons slowly as my physical therapy started to work for my injury. It’s still not 100% better, but I’m able to attend classes now outside of private lessons, and that’s when I received my third stripe.

It’s been a long journey, but that’s something I’ve come to realize as I’m about to enter into my 40s: don’t rush. I look forward to gradually progressing, and (hopefully) staying injury free!

#personal

Three Years

June 1, 2024

Today marks three years since Lorena and I exchanged our vows in Austin.

In these three years, our lives have been filled with so many incredible memories, it has actually felt like much longer. Whether it’s the quiet evenings spent together or the festive gatherings with loved ones, I’ve really made a point to cherish every second.

With each year, our bond deepens, and just like on our first date, she continues to captivate me – and I can’t get enough of her laugh.

Here’s to another year, and many more moments and memories together.

#personal