Some of the things I’ve learned in 14 years as an independent designer/developer about being in business and staying in business, including: • Why most designers/developers don’t make it • Identifying the appropriate market to pursue • Pricing levels and strategies • Differentiating yourself • Business rules that can keep you in business

1. Just another WordPress designer or developer
Surviving&Thriving as a
Designer or Developer in
a Saturated Labor Market

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Ray Gulick
principal/creativedirector/designer/developer/trashemptier
Evolution Web Development, LLC
Santa Fe, New Mexico
www.evowebdev.com
@evoweb #wcme14

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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)

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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.

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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.

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

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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.

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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 Levels
1. 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

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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!

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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?

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Pricing Strategies
1. 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)

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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.

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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

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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.?

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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?

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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...

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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.

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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.

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EvoRule #3
Always prepare a scope of work
and estimate based on the scope;
include expected payment
schedule and timeline.

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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?