 Thank you Anju. Good morning everyone. It's great to see you all like I think it's one of the biggest wordcams I'm attending in India. So I'm glad to be a part of this wordcamp and thank you for giving me this opportunity. I'm Puneet Sahalot. I run a WordPress design and development agency, idea box creations. We started as a WordPress services agency and then we moved into WordPress product development. So in the same process that I've learned, I'm trying to share it with you. The recipe of building a WordPress product. So why I'm calling it a recipe and not a process or not a workflow or something else. Why isn't there a technical term? Because I'm trying to keep it simple. We can easily relate to more than just food. And there are a few things which I've learned from my experience. First thing was that when we were young, we might learn how to make tea at home. We start learning. That's how we start learning that if you want to learn something, you first get a task at home. Either bring water or bring tea. So when I learned how to make tea for the first time, I found out what are the defaults. Like you need to add sugar, water, milk, tea leaves. Boil it for a while and then check if the tea is ready or not. And then you serve it. So once there was some guest at home and excitement, I said that I'll make tea. So I said okay, make it. We'll sit and talk. So I went and made tea. I added the defaults. Sugar, milk, tea leaves and water. I took two cups out and kept it on the table. In this process, I didn't understand what was wrong or what was right because my mom was giving me looks. What is this happening? Can anyone figure out what must have gone wrong in this? So the guest told me that this is not how you serve the tea. You have to bring it in a tray. So I got to learn something from there that presentation is important. You are making something, how are you serving it, that is important. Then I got to know that the defaults are okay. You added sugar, milk, tea leaves, water, everything is okay. But to make it better, you can add some more things. What can be done? Yeah, I added cardamom, ginger, black pepper. To improve a product, we need something else apart from the defaults. Those are the options. It is not like you will learn these things in the first time. We will take time to learn these things. When you master the defaults, then you will be able to start working on options. Then the second stance happened at home that I was hungry. I was hungry so I thought I would make something. And our universally accepted hunger killer is one. Maggie. So I went to the kitchen and made Maggie. At that time, my younger sister walked in and she was like, What are you doing? I said I am making Maggie. She looked at Maggie and was like, Is this how you make Maggie? I mean, I have been making this for so many years. Is there anything else in it? So she said, let me do it for you. You just sit outside and wait. Then she did something. She made some add-ons and then she made me a vegetable Maggie. So then I realized that you cannot do everything. You need to have right resources. I know how to make Maggie but I only know how to add defaults. But my sister knew how to make it better. So the right resources can help you make things better. The third instance recently happened that I met a friend after a few years and we met at lunchtime. So we shared lunch and I got to eat a vegetable raita. So I found out that vegetable raita can be different. Like vegetables were perfectly chopped. And the buttermilk, our curd was perfectly blended. The cumin and salt that was perfect in the right amount. So from there I got to understand one thing again. That the add-ons and defaults need to be blended perfectly. If they are not blended properly, then your product can be spoiled. And if the blend is good, then your product can be very good. So I understood from all these things that the way of making a product is also a recipe. That is not a process. If we can relate it to the process of making food, then we will be able to make it in a better way. So the first thing is talking about the ingredients. The ingredients for our product are problems. Where can we get problems? Problems could be your personal problems. Like I am working on something and I realize that there is no such product available in the market. This particular function is not available. This particular feature is not available. I am working on a client project and I realize that I need to build something for this particular client. But this particular project that I am working on can be generalized for a few more people. And can be generalized to a lot of users. That can be one way. Similarly, if you have heard of this plugin called Easy Digital Downloads. There is another plugin by the same developer, Pippin Williamson, which is called Restick Condent Pro. So these two plugins were made from this type. Restick Condent Pro came into existence because Pippin wanted to sell some tutorials on his website. A membership website he wanted to build. And he realized that every other plugin in the market is bloated. It has a lot of functionality. It is complex and not easy to use. So he built Restick Condent Pro. And over the time he kept improving it, he was building a few more plugins. Then he realized that he wants to sell those plugins. Now he was looking for something with which he could sell those plugins. Or he couldn't find anything specifically for selling digital goods. So the idea of Easy Digital Downloads came into existence. And then he built it. And now we know this is probably the best plugin for selling WordPress plugins or themes or any other digital goods through WordPress websites. So the idea can strike anywhere. It can be a personal problem. It could be a client problem. It could be a general problem that you can figure out from a large user base. That's what you need to figure out first when you start working on a product. You should solve a problem. Now I have a problem. I have prepared a list of things that we can do. But how to actually get started on solving that problem? When we make tea, again I will come back to that example. We make tea. We have milk and other things. But you should know how to use it. How to use these resources? How much time do I have to boil it? How much quantity do I have to use? Then only we will be able to make the right tea that we can serve. So the same thing is with the products. You have listed the problem. Now it's time to start planning. How to solve this problem? What options you are going to start with the first release and what options you are going to add in the coming versions of your product? After all this is planned out, why do you need to figure out? Do you have the right resources or not? The other example that I understood that resources are necessary. Now I am wondering that I can think of a size product for WordPress or something very fancy. And I realized that I don't have a skill set for this. Do I have the resources? Do I have the time? Do I have the money? Will it be a side project? Will it be a personal project? Will it be a full-time project? It is necessary to figure out all these things. Otherwise it will be like you start working on something and then over the time you realize that now I don't have money left or time left to continue working on this product. And this is still unfinished. So with proper planning, you also need proper execution of your resources, time and efforts. The product planning stage has started. Now when you are building it, another important thing is that you should keep it in a way that it is scalable. That code should be properly maintained, documented and it should be built in a format that you can reuse it or scale it with new options, new features in the coming versions. Initially if you are building it in a way that you can deploy it and launch it, then we will figure out what will happen later. So you will not be able to actually scale it. So maintaining proper code formation and documentation is important. And along with that, when you are serving it to the audience, when you are making it public, so you need to figure out that you have fixed the obvious bugs. When we make tea, we might taste it first. Is everything in proper quantity or not? The same thing applies to your products as well. The obvious things, the defaults you have to use, make sure that you have the right quantity of options and everything is working perfectly as expected. Apart from that, you will fix that after the product is released. When it comes to serving the product, the presentation thing is that you have to take it to the tray and serve it. The same thing applies to your product as well. It should have a proper branding and a marketing strategy. We have to decide the pricing, we have to decide what is the growth process, and what will come next in that product. If you have heard of this plugin called Search WP and there is another plugin called Facet WP. Both of these plugins don't have a free version and they solve a specific purpose, a problem. Search WP is solving a problem of fixing the default WordPress search. Search WP improves your search abilities for your WordPress website but it doesn't have a free version. So this is how the product has been positioned in the market that I don't want to keep this product free. This product is going to solve a problem which is faced by a lot of users and probably not everyone is going to use it but whoever is going to use it will be happy to pay for it. So the product has been positioned in such a way that it has a good documentation, it has good pricing structure and there are ongoing updates as well. So Search WP is one example, Facet WP is another example. Facet WP is used for filtering your content. Your e-commerce store or a simple membership website or a listing website, you will be able to use Facet WP to filter your content just like you see on any e-commerce website. You use different filter parameters like sizing, colors and material or the style or pattern. Similarly, you can use Facet WP on your WordPress website. So branding and marketing are the most important things which I feel which can help you either promote your product or all your efforts can go waste. Whenever a product is launched, or whenever you see in real life examples as well, even if a new mobile is launched, you see they make it grand. They make sure that everyone is aware of the new product in the market and they try to portray the unique features like how it is better than existing products. So whenever you are launching a new product, make sure that you pay attention to the branding and marketing part because there are many times that developers lack on that part. They feel that we go to some marketplace, we'll list our product there and we'll start selling it there and then we'll figure out how this product is going if it's working good. Then maybe we can think of building a website and then start selling it on our own. But this might not be the right approach in all the cases. So it's better you research first, you figure out who is our target audience and if we need to properly position it through a marketplace or through our website. Personally I prefer that I would build a personal website for my product and brand it and market it that way. So I am avoiding market fees, licensing issues, commissions, and it's also easy to build credibility that this product is a team or a developer and on that you can maintain all the ongoing support and documentation. After you have launched the product, the product has gone into the market and everyone is using it, make sure that they are not happy that they will not be able to use your product and you will not be able to sell your product. So a proper onboarding process is important for your users. Whenever they are getting started with your product, make sure that you help them get started. If we are talking about real life examples, even if we get a new TV at our home, there will be someone from the TV company who will come to our place and give us a demo. Similarly, we will also have a user guide to get started with our TV or any other equipment that we are buying. So make sure that your users understand how to use your product and keep it easy for them to use your product. Finally, when we have cooked and served the food, we clean the table again and we move on to the next part which is feedback. Whenever you are visiting a restaurant or you are going out with your friends, you will realize that after having food, usually people will ask, how was it? So the same thing is how was your product? How was your product? How does it taste? Like your users like it? Is there any scope of improvement? Did they complain about it? What things can we fix? It's time to get feedback from your users. So make sure whatever feedback you are receiving from your users, you take it positively. Maybe some users will be like that who will say that they want a refund and your product is useless. Don't get disappointed with it. Just try to figure out what you can do in that process. How you can ask your users what is the reason for their refund request and how you can improve on your product and how you can make it better for them. After all of this is done, product we have made, built, sold, took feedback, what's next? The most important thing is what's next? Every product has a life cycle. It starts with an idea, it grows, it matures and then you see a decline phase. You see a decline phase. This is important to stop this decline phase. If we talk about Facebook, Facebook started with basic features. But over the time it kept improving, it kept improving, it added new features. You have to share photos. Let's start sharing photos on Facebook. You have to share videos. Let's start sharing videos on Facebook. You want to go live. Let's start that feature as well. But now what's next? Everything is done for users. What's next? Now let's introduce Facebook for business. So now businesses can use those features which users were using to interact with their customers. So the same thing applies to your product as well. If you have built it, if you have taken it to a level where you feel like there's no more scope for development, you need to figure out what can be done next. If you are building a plugin, you need to figure out can I build another plugin which will coexist with this plugin? If I am building a theme, can I build a plugin which will coexist with my theme? Or can I build another plugin or a theme which will coexist with my theme? Or can I build a set of products which will be used by every WordPress agency or a freelancer? So that's how you need to figure out that building a product is not important. You need to figure out what is going to be the life of that product. So that's all from my end.