012: What Do Enterprise Web Projects Actually Look Like? w/ Jake Goldman
Apr 11, 2025
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Jake Goldman, Founder of 10up and now a partner at Fuel, discusses the intricacies of scaling WordPress agencies and the importance of recurring revenue. He shares his strategies for serving enterprise clients and the evolution of programming influenced by AI. The podcast delves into the future of web projects, emphasizing the significance of adaptability in a fast-changing landscape. Goldman also addresses the shift toward gated content in media publishing and the critical connection between publishing and product sales.
Jake Goldman emphasizes that scaling an agency like 10up requires understanding the complex needs of enterprise clients with extensive budgets.
Establishing a network and seeking mentorship is vital for aspiring agency owners to access clients and opportunities more rapidly.
Agencies must adapt to AI integration by enhancing their problem-solving skills, ensuring they provide unique value that AI cannot replicate.
Deep dives
Agency Evolution in Enterprise Projects
The guest discusses the evolution of his agency, 10Up, which he founded with an aim to serve enterprise clients from the beginning. Initially handling smaller projects, the agency eventually shifted focus to larger clients with increased complexity and higher expectations. Over the years, client involvement in digital projects diversified, prompting a need for more comprehensive solutions. The average project size has significantly increased, reflecting the agency's growth and adaptation to the changing digital landscape.
The Importance of Networking and Mentorship
Experience and networking play crucial roles in establishing agency growth, as emphasized by the guest's journey. He highlights that his previous roles provided valuable lessons in business management, enabling a smoother transition to entrepreneurship. It's crucial for aspiring agency owners to seek mentorship and learn from established professionals, as well as to build a network before launching their own ventures. This foundational work can lead to quicker access to clients and opportunities once they start their own firms.
Navigating the Transition from Small to Large Clients
The transition from small clients to larger, enterprise-level clients is complex and requires strategic decision-making. Small agencies need to understand the unique needs of larger clients, which often include extensive budgets, multiple stakeholders, and complicated project scopes. Establishing trust and delivering quality work is essential for retaining and expanding relationships with these large clients. The guest advises potential agency owners to focus on high-quality offerings and build credibility to attract substantial contracts.
Recurring Revenue Models for Agencies
Agencies are encouraged to explore recurring revenue models as a sustainable approach to business. Moving away from one-time project contracts to ongoing services fosters stability, as repeat engagements can lead to steady cash flow. The guest suggests that agencies should consider their services as products to continually improve over time, integrating client feedback and needs. Additionally, focusing on analytics and data will help agencies demonstrate their value and better serve their clients.
WordPress and the Future of Content Publishing
The future of WordPress as a platform for enterprise projects faces challenges as media companies shift towards gated content models. The decline in programmatic advertising revenue has driven publishers to seek direct payments for content, altering the traditional accessibility of information online. This shift presents opportunities for agencies to adapt and implement strategies that align with changing market dynamics. Publishers and agencies need to find a balance between maintaining visibility while monetizing their offerings in a competitive digital landscape.
The Role of AI in Agency Dynamics
The integration of AI technology into agency operations is a double-edged sword, potentially reshaping how services are delivered while also raising concerns about job security for lower-tier roles. Although AI advancements can lead to increased efficiency, there is an ongoing debate about whether AI-generated content and services can replace the nuanced and creative outputs of skilled professionals. Agencies must adapt to these changes by focusing on higher-level problem-solving and consulting skills that differentiate them from AI capabilities. This transformation may require re-evaluating current business models and adjusting workforce strategies to align with evolving technology.
In this episode of WP Townhall, Kevin and Mark are joined by Jake Goldman, Founder of 10up, to discuss scaling WordPress agencies and navigating enterprise-level work.
Jake shares the early strategy behind building 10up to serve larger clients from the start, the importance of recurring revenue, and how prior agency experience positioned him for rapid growth. The conversation dives into how AI is reshaping development workflows, pricing expectations, and what the future holds for WordPress in enterprise contexts. It’s an insightful episode packed with lessons for freelancers, agency owners, and anyone interested in moving upmarket.
Want to participate in the next episode? Follow @thekevingeary and @markjszymanski on X and look for WP Townhall Spaces scheduled events. Visit wptownhall.show for upcoming episodes and additional resources.
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