The WP Minute+

In this episode of The WP Minute+ Podcast, Kurt and Toby look at the practical and emotional challenges of managing WordPress agency projects. From sales pitfalls to client relationship dynamics and infrastructure transitions, the conversation is packed with firsthand lessons and agency wisdom.Toby kicks off the discussion with a cautionary tale about losing a major deal due to poor energy and overexposure to meetings, a common struggle in client-driven work. Kurt emphasizes the importance of emotional readiness and shares his go-to mantra: focus on the relationship, and the transaction will follow. They discuss strategies for rescheduling meetings professionally when you’re not at your best and the dangers of showing up unprepared.They also reflect on project management as the core skill of running a successful agency, noting that it often matters more than technical skills. They explore “the messy middle” of projects, sharing techniques for refocusing clients during chaotic phases. Kurt values minimal viable products and clear deliverables, while Toby relates these lessons to both web work and personal projects.Finally, they discuss when to let go of problematic clients or outdated tech stacks. Whether it’s walking away from HostGator or reconsidering tools like Divi or ManageWP, both hosts agree: trust your gut, set boundaries, and don’t let short-term financial needs sabotage long-term growth.Takeaways:Rescheduling a meeting when unprepared is better than pushing through and blowing the opportunity.Project management is often the most valuable agency skill, especially in larger contracts.In big projects, refocus clients by reiterating core business goals and pushing toward MVPs.Listen to your instincts when deciding whether to keep a client or tool, and don’t ignore red flags.Website migrations and infrastructure shifts should be carefully planned, ideally with internal expertise.Clients rarely care about minor aesthetic tweaks; they want results and functionality.Important Links:Kurt’s Agency: Mañana No MasToby’s Agency: The Mighty Mo!Follow Kurt & Toby:LinkedIn: Kurt | TobyThe WP Minute+ Podcast: thewpminute.com/subscribe ★ Support this podcast ★

Karim Marucchi, CEO of CrowdFavor and board member of the Captain Planet Foundation, joins longtime WordPress developer and instructor Carrie Dils, co-chair of the FAIR project. They dive into the FAIR Package Manager, discussing its potential to revolutionize WordPress plugin distribution with a decentralized system. The duo highlights the importance of resilience, transparency, and community governance in plugin management. They also tackle critical issues like data privacy and security, advocating for collaborative solutions that enhance the WordPress ecosystem.

In this episode of The WP Minute+, Kurt and Toby explore the shifting landscape of WordPress, sparked by Toby’s visit to a no-code meetup in Minneapolis. They discuss the rise of non-technical entrepreneurs building functional businesses with no-code tools and how that approach compares to the traditional WordPress ethos of craftsmanship, responsibility, and long-term support. They reflect on the decline of accountability in some corners of tech, where lifetime deals and fast-money SaaS platforms are more about hype than sustainability.They also explore how AI is reshaping development, from creating unmaintainable codebases to confusing newer users into thinking AI can replace skilled developers. This naturally leads to the question: Are live WordPress meetups and local communities losing relevance in a world where new tech communities are buzzing with energy? Kurt and Toby share personal anecdotes and weigh the pros and cons of continuing traditional meetups versus embracing newer, more generalist tech conversations.Rounding out the discussion, they touch on sales strategies, LinkedIn lead generation, and their experiences with marketing processes that move the needle, versus those that make noise.Key TakeawaysNo-code tools are enabling business owners to skip traditional coding, but often at the cost of long-term stability.WordPress’s commitment to backward compatibility and responsibility contrasts sharply with fly-by-night SaaS products.AI-generated code can lead to maintenance nightmares. Human expertise is still irreplaceable.Local WordPress meetups may be fading, but the need for authentic community and knowledge-sharing persists.Sales and marketing processes like LinkedIn automation can yield real leads, but need refinement and balance.Speaking gigs, courses, and books remain valuable tools for agency owners to build authority and generate leads.Important Links:Kurt’s Agency: Mañana No MasToby’s Agency: The Mighty Mo!Follow Kurt & Toby:LinkedIn: Kurt | TobyThe WP Minute+ Podcast: thewpminute.com/subscribe ★ Support this podcast ★

In this episode of The WP Minute+ podcast, Kurt and Toby dive into the common misconception that WordPress (and websites in general) should be “easy.” They share stories about custom-coded nightmares, misunderstood AI-generated solutions, and the tricky line between client expectations and developer realities. The conversation touches on the perils of overpromising simplicity in web development and the challenges freelancers face when clients hand them projects that were “supposed to be easy,” often involving ChatGPT or drag-and-drop builders like Elementor.Kurt also shares his eye-opening experience speaking to high school students about WordPress and running an agency. Surprisingly, most students had never heard of WordPress or open-source, revealing a gap in technical and entrepreneurial education. The episode concludes with a candid discussion on freelancing versus employment, benefits myths, impostor syndrome, and the emotional leap required to run a digital agency.Key Takeaways:Many clients mistake ease-of-use tools (like Elementor or AI) for simplicity in execution.AI-generated code often introduces unexpected complexity and risks.Freelancers should diplomatically explain scope, staging, and testing needs, especially for “quick” fixes.Young people are alarmingly unfamiliar with WordPress and open source, despite growing interest in web development.Running a WordPress agency is accessible, but requires an entrepreneurial mindset, not just technical skills.Freelancers and consultants should confidently share their work and availability. Your visibility is key to opportunity.Financial freedom and geographic flexibility can be drastically improved by relocating or adjusting business models.Important Links:Kurt’s Agency: Mañana No MasToby’s Agency: The Mighty Mo!Follow Kurt & Toby:LinkedIn: Kurt | Toby ★ Support this podcast ★

This is the recording between Matt Mullenweg and Mary Hubbard on stage at WordCamp Europe 2025. They covered everything from regulation in the EU, the FAIR package manager announcement, and new education pathways, to what’s next for WordPress core and the ecosystem. The session started with Mary interviewing Matt, followed by a live Q&A with the audience, tackling concerns from longtime contributors, organizers, and first-time attendees alike.Matt opened with thoughts on the European regulatory landscape, pointing out both the good intentions and friction caused by cookie consent banners and compliance rules. He emphasized WordPress’ alignment with other open-source CMS projects like Drupal and Joomla, and the potential for advocacy through EU-based hosting companies. The topic of establishing a legal presence for the WordPress Foundation in the EU came up—an idea that’s being considered but seen as too complex to act on right now.The FAIR project announcement got a cautious but open-minded response from Matt. While he acknowledged the potential of a federated repository for plugins and themes, he highlighted significant concerns around trust, rollout coordination, and analytics. He stressed the importance of plugin safety, org infrastructure, and recent advances in automated vulnerability scanning. Then came a rapid-fire Q&A: contributors asked about AI in WordPress, the sustainability team’s future, WooCommerce’s branding against Shopify, Campus Connect’s expansion, funding WordCamps in underrepresented regions, and even the need to modernize internal tools like CampTix. A big highlight was the 150-hour university credit pilot launching in Pisa this month—an exciting new way to bring student contributors into the project at scale.Have a listen to the whole audio episode while you're on the go!  ★ Support this podcast ★

In this insightful episode of The WP Minute+, Kurt and Toby dive deep into the business mechanics behind running a WordPress-based web agency. They explore the power of blueprints: predefined, productized service packages to streamline work, deliver consistent results, and increase profitability. Rather than reinventing the wheel for every client, creating reusable setups lets agencies charge more for less effort while offering high-value, fast-launch solutions.They also confront the reality of burnout and the importance of creating systems that minimize stress while maximizing effectiveness. The conversation shifts into the freelancer-to-agency mindset transformation, stressing the need to move beyond hourly billing and toward value-based pricing. Kurt and Toby emphasize that many freelancers undervalue their work by associating speed with cheaper rates, when in fact, expertise should warrant higher pricing.The guys also discuss client management, feature creep, and sales strategy. They argue that most clients are less concerned with WordPress release schedules than developers assume, and that focusing on sales and client relationships is more crucial than chasing the latest features or trends. They also highlight the importance of saying “no” to misguided client ideas and protecting your energy and time as an agency owner or freelancer.Key TakeawaysProductizing services through blueprints leads to faster delivery and higher perceived value.Burnout is real, and managing it requires delegation, focusing on strengths, and structured schedules.Value-based pricing beats hourly billing; charging more for faster, higher-quality outcomes is fair and smart.Freelancers transitioning to agency owners must start thinking about scale, margins, and team delegation.Client success starts with responsiveness. Answering emails and calls quickly can lead to upsell opportunities and long-term relationships.Sales and marketing should consume a significant portion of your weekly workload to maintain a healthy pipeline.Important Links:Kurt’s Agency: Mañana No MasToby’s Agency: The Mighty Mo!Follow Kurt & Toby:LinkedIn: Kurt | TobyThe WP Minute+ Podcast: thewpminute.com/subscribe ★ Support this podcast ★

In this candid and wide-ranging episode, Kurt von Ahnen and Toby Cryns reflect on the unique ups and downs of running a small WordPress agency. From their early days coding in HTML and building Flash websites to managing client rosters, teams, and productized services, the hosts explore the joys and hard-won lessons of agency life. One major theme: the freedom (and chaos) of living and working on their own terms. Both hosts share what makes them “emotionally unemployable,” emphasizing how autonomy, community involvement, and passion-driven work keep them committed to their businesses rather than traditional employment.The conversation also covers important topics like pricing services, navigating global competition, managing clients and contractors, and building credibility through niche expertise and community engagement. Whether it’s “firing” the bottom third of clients each year or offering templated websites to local food trucks, Kurt and Toby share actionable strategies and hilarious stories from the trenches.Key Takeaways:Letting go of low-value clients can lead to business growth and improved margins.Overseas freelancers often undercut U.S. rates, creating tension in hiring decisions.Being part of your local community (through events, speaking, and partnerships) can naturally build trust and attract clients.Effective labor rate (ELR) is a key KPI to track project profitability.Productized services (like $1500 templated websites + $79/month maintenance) offer sustainable income for smaller clients.Sales success often hinges on personal connections and industry niche familiarity.The path to long-term agency survival is through adaptability and knowing your worth.Important Links:Kurt’s Agency: Mañana No MasToby’s Agency: The Mighty Mo!Follow Kurt & Toby:LinkedIn: Kurt | TobyThe WP Minute+ Podcast: thewpminute.com/subscribe ★ Support this podcast ★

In this episode of the WP Minute+ Podcast, Matt welcomes Vova Feldman, the founder and CEO of Freemius, to discuss how the company is expanding beyond its roots in the WordPress ecosystem. Vova shares how Freemius has evolved over the past few years, from supporting WordPress plugin and theme developers to rebranding as a full-service sales and monetization platform for all software makers, including SaaS and apps. The shift is driven by a desire to simplify the sales process and empower developers with a complete solution that includes licensing, billing, marketing automation, and merchant-of-record services.Vova dives into the value Freemius provides not just technically, but strategically, guiding makers through crucial business stages like pricing, packaging, and growth. He explains how AI and the rise of low-code tools empower a new wave of non-technical founders. He describes how Freemius is positioning itself to support these entrepreneurs with the infrastructure they need to go to market quickly. Vova also discusses the ongoing challenge of educating users about the benefits of a merchant of record model and how Freemius plans to integrate AI to offer smarter insights and automate decision-making for software businesses.Key Takeaways:Freemius has expanded from WordPress into the broader SaaS and software ecosystem.The platform offers end-to-end infrastructure for software sales, including licensing, marketing tools, and merchant-of-record services.Education and support are central to Freemius’ growth strategy, though they are working to scale it.Many WordPress developers hesitate due to pricing concerns, but the added features and services provide significant ROI.AI is accelerating software creation, and Freemius is preparing for a future where non-developers launch apps with the help of no-code tools and AI.Freemius plans to enhance its data analytics and reporting through AI to deliver business insights directly within the platform.Important Links:The WP Minute+ Podcast: thewpminute.com/subscribeFreemius : https://freemius.com/Plugin.fm Podcast: https://plugin.fm/ ★ Support this podcast ★

In this episode of the WP Minute+ Podcast, Matt is joined by John Doherty, a seasoned entrepreneur who transitioned from running the SEO lead-generation agency Credo to launching and scaling a productized editing and content service, EditorNinja. John reflects on how burnout, shifting business economics, and a desire for more scalable operations led him to sell his agency and pursue a new venture focused on streamlined, high-volume content editing.The conversation covers defining a productized service, navigating burnout, and embracing AI as a tool rather than a threat. John shares valuable lessons about aligning business models with personal goals, setting boundaries in client relationships, and strategically focusing on higher-value clients. EditorNinja, with its hybrid approach to human and AI-powered content production and editing, is positioned at the intersection of automation and quality. John believes it’s a key in the age of AI-saturated content.Key TakeawaysFrom Burnout to Breakthrough:John launched EditorNinja after hitting a plateau with his previous agency, Credo.Selling Credo allowed him to refocus on work aligned with his goals and energy.What is EditorNinja?A content editing and writing service focused on helping content-heavy businesses scale.Offers human and AI-generated content, with a strong human editing layer.Positioned between freelancers and in-house editorial teams.Defining Productized Services:Productization is about how services are delivered, not just pricing.Even “productized” businesses can accommodate custom, high-value deals with the right systems.AI and Content Creation:AI generates 70–80% of the content EditorNinja edits.Human editing is essential for clarity, tone, and brand alignment.AI hasn’t replaced writing, but has shifted where value is created.Targeting the Right Clients:EditorNinja focuses on businesses with $2+ million in revenue with dedicated content teams.Smaller companies often lack the consistency, budget, or infrastructure to sustain content programs.Strategic onboarding and custom quoting are crucial for long-term fit.Important LinksThe WP Minute+ Podcast: thewpminute.com/subscribeVisit the EditorNinja website: https://editorninja.com/Follow EditorNinja on YouTube for agency and content tips: https://www.youtube.com/@EditorNinjaConnect with John Doherty on LinkedIn: https://www.linkedin.com/in/johnfdoherty/ ★ Support this podcast ★

In this episode of the WP Minute+, Matt sits down with Matt Cromwell to discuss the newly launched StellarSites, a major initiative from StellarWP that repositions the brand as a direct-to-customer platform provider. Designed to compete with modern website builders while preserving the flexibility of WordPress, StellarSites bundles the best of StellarWP’s tools, including Kadence WP, SolidWP, GiveWP, LearnDash, The Events Calendar, and more. The goal is a streamlined, vertical-focused site builder for fundraising, eCommerce, LMS, and event websites.Matt Cromwell explains how StellarSites uses Kadence AI to guide users through a visual site-building experience before they sign up, smoothing over the typical complexity of WordPress onboarding. The result is a WordPress site tailored to user needs, with key plugins pre-installed, licensed, and managed via Solid Central. While aimed at DIY users, StellarSites is also a compelling option for freelancers and agencies looking to speed up delivery and reduce friction in small-budget projects.Key TakeawaysWhat is StellarSites?A new bundled site-building product from StellarWP with vertical-specific starter sites.Supports fundraising, LMS, event, and eCommerce sites, powered by Kadence and SolidWP.Starts at $19/month and includes full plugin licensing with no hidden fees.AI Onboarding & Experience:Leverages Kadence AI to visually build a site before purchase.Not marketed as an “AI builder” but as a tool to enhance onboarding and UX.Offers users a strong head start while preserving WordPress flexibility.Agency & Freelancer Appeal:Supports multi-site management through Solid Central.Ideal for agencies with lower-budget clients or rapid deployment needs.Encourages hybrid models: AI gets you 80% there, a freelancer helps finish it.Tech & Infrastructure:Built on the Nexcess infrastructure with performance scaling and visual update rollback tools.Fully open-source and portable – users can migrate away if needed.WordPress Ecosystem Reflections:Cromwell welcomes slower core updates and more incremental improvements.Believes AI will empower users and consultants rather than fully automate web development.Important LinksThe WP Minute+ Podcast: thewpminute.com/subscribeLearn more about Stellar Sites: stellarwp.comConnect with Matt Cromwell:Twitter/X: https://twitter.com/learnwithmattc Website: mattcromwell.com ★ Support this podcast ★