How We Acquired A WordPress Plugin And Grew Income 50%

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Whats up! Who’re you and what enterprise did you begin?

Web site Alert was acquired by the staff at Southport Ventures in April 2021. Though we’re not the founders, we have now discovered residence for this nice product. We bought the product from Frank Corso, a devoted and vigilant developer that needed it to finish up in good arms. We favored the metrics, the shopper base, and the standard of the codebase. This was a simple deal to like, and the enterprise has solely grown since we bought it.

Southport Ventures is an acquisition fund centered on worthwhile, mission-critical, B2B SaaS companies. Nicholas Evans and Trevor Ewen based Southport Ventures in early 2021 to accumulate nice bootstrapped merchandise within the area. Nicholas has a robust product administration background. Trevor is a software program engineer.

Web site Alert is a light-weight monitoring device focused at small enterprise homeowners in command of 1-50 regular web sites. The pricing could be very favorable for a non-technical enterprise proprietor to obtain simple monitoring with out taking place the rabbit gap of IT monitoring, in a way more difficult sense. Critically, the venture notifies for downtime, checks for damaged hyperlinks, checks for damaged pictures, and does web page efficiency evaluation. All that is inside one easy interface with a plug-and-play mannequin.

Since our April 2021 acquisition, we’ve continued to run it effectively over 50% web revenue margin whereas additionally rising it 51%.


How did you discover the enterprise and what made you suppose it’d be acquisition?

We met the founder by way of a convention and networking group known as MicroAcquire. Given the character of the group, it’s common for founders to promote merchandise. We had been significantly on this one, due to the cheap phrases relative to the shopper checklist and high quality of the code. “Set it and overlook it” is thrown round quite a bit, however that’s the case with this product. It permits us to focus our initiatives on progress strikes and never get caught up attempting to enhance an already nice buyer expertise.

The founder had run the enterprise as a profitable pastime venture for a number of years prior. He was an extremely expert developer and really energetic within the WordPress group. Because of this, he had an excessive amount of natural progress by way of the WordPress plugin market. His causes for exit weren’t monetary, he simply needed his time again for different initiatives. This was the premise for our favorable phrases as a result of it’s a lot simpler to supply a terrific exit for a vendor if they’ve targets aside from cash, significantly when you (the client) can serve these targets.

Objectives: Fast transaction, asset sale, truthful worth, and prospects will not attain out to the vendor. In different phrases, we’ll respect his need to get out of the enterprise.

Describe the method of launching the enterprise.

Once we acquired SiteAlert, we instantly acknowledged the model wanted a facelift. We launched a model new, modernized design. Nicholas Evans headed up this course of. Since he comes from a design and UX background, he made fast work with a theme we bought.

Earlier than:




As well as, we had an current enterprise doing software program improvement (Southport Know-how Group). We had been capable of onboard current shoppers to the platform and “Eat our pet food” because the trade time period goes.

Nothing is really computerized, nevertheless it’s exhausting to beat good natural progress with actual creators and enterprise people who depend on a helpful service.

From there, it’s been easy crusing discovering new avenues of promotion and getting the platform out to enterprise homeowners that need an alerting system full-featured and cheaper than one thing like Uptime Robotic.

Since launch, what has labored to draw and retain prospects?

Good customer support is a should. The product could be very user-friendly, so we have now little inbound for customer support. Once we do, we have now the time and vitality to make it occur (as a result of it’s such a small fraction). Past that, we’re attentive to function requests. We’re presently within the midst of a advertising marketing campaign to extend publicity and let small enterprise homeowners know there’s an all-in-one answer for website monitoring, damaged hyperlink checking, damaged picture checks, and extra.

Our high channel stays as such, and it’s one we by chance walked into by way of the acquisition. The product sits on high of a free plugin within the WordPress plugin listing. The community results within the WordPress market have offered a gradual stream of shoppers and contributed primarily to our current progress metrics.

As well as, we have now added Google PPC to extend acquisitions outdoors of the WordPress market. The aim is to extend conversions for non-WordPress-based hosts as a result of we bear some danger in our centralization on that platform.

Nonetheless, the WordPress channel endures as our strongest. PPC is a tricky sport, and one thing we have now put in place largely instead, however not one thing we count on to spend so much of time on.

How are you doing at this time and what does the longer term appear like?

The product has finished effectively. 2021 has been a good time for brand spanking new enterprise upstarts and enhanced internet and eCommerce wants for enterprise. Monitoring and peace of thoughts is vital a part of that journey. We’re simply completely satisfied to supply the simplest answer for solo and small entrepreneurs. The free WordPress plugin has 285 5-star evaluations and over 239K all-time downloads. The plugin continues to get quite a few downloads each month and common constructive evaluations.

We have grown income 51% since shopping for it in April 2021 by way of a mixture of experimenting with pricing and paid to promote. We’ve additionally maintained a web revenue margin of effectively over 50%. In 2022, we’ll experiment with some newsletters and different types of paid promoting. We could rent a content material creator to jot down extra articles for the weblog as effectively. Our aim is to proceed to develop income by 50% per yr whereas sustaining high-profit margins.

By way of beginning the enterprise, have you ever discovered something significantly useful or advantageous?

I’ll reply the query from the angle of acquisition. Nothing is really computerized, nevertheless it’s exhausting to beat good natural progress with actual creators and enterprise people who depend on a helpful service.

What platform/instruments do you utilize for your corporation?

Amazon Lightsail has been a tremendous and inexpensive deployment platform. The providers are written in Flask (Python framework). It is vitally pleasant, and we have now loved working with it.

We use WordPress for our advertising website and weblog so we will use our plugin on our website (it’s all the time good to pet food your merchandise). We use Stripe for funds, ProfitWell for income/churn insights, fullstory for funnel analytics, and ConvertKit for advertising electronic mail sequences.

What have been essentially the most influential books, podcasts, or different sources?

Podcasts: Startups for the Remainder of Us, Businessology, Facet Hustle Present (Nick Loper).

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

The acquisition is an effective way to get began. For those who don’t have an concept, you possibly can all the time unload one (or many) from others attempting to maneuver on.

The place can we go to be taught extra?

In case you have any questions or feedback, drop a remark under!


Trevor Ewen
Founding father of Web site Alert

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