Joomla! World Conference 2016 - Business is More Than the Sum of Its Parts

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Business is More than the Sum of Its Parts

Presented byDawn RussellArtisan Web and

Print

2Who Am I?

I combine design sensibilities, strategic thinking, and technological knowledge to provide innovative and lasting solutions for my clients.

Dawn Russell

Notable Moments

2014 Doubled Profits Joomla! World Conference and JRD2013 Established a Main Street Business2012 Purchased a Joomla! Maintenance Company2011 Founded Artisan Web and Print

2006 Masters Degree in Fine Art

2010-11 Graduate Studies in Web Development

2015 Hired a Full Time Junior Developer Launched New JRD

2016 Launched Tasha Tudor and Family Presenting at JWC Vancouver Joined the UX Team Bought a Home Demonstrated a 50% increase in sales

The most inspiring discovery has been that a business which reflects the heart and passion of its members not only succeeds financially but provides a deep sense of personal satisfaction.

Business is More Than the Sum of Its Parts

BUSINESS SUCCESS

5Three Main Divisions

A La Carte Services

Web Design

Custom Components

Social Media Marketing

Website Migrations /

Maintenance

Search Engine Optimization

Hosting

Simple Hosting

Hosting with Upgrades

Hosting with Migrations

Hosting with Support

Pre-Built Products

Components

Plugins

Modules

Templates

VSVS

image: http://www.backandbodyny.com/wp-content/uploads/2014/07/office3.jpg

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• Marketing• Proposals• Lead Generation

Sales and Leads

• Frontend• Backend• Long-Term

Considerations

Design and Development

• Scheduling, Deadlines• Estimate vs. Actual• Milestones, Task

Management• Documentation,

Organization• Time Tracking, Billing

Project Management

• Develop Connections• Further the Project• Implement Features

Important to You• Increase Awareness of

Joomla!

Volunteering

• Project Based• Hourly Based• What Rate to Charge• PCI Compliance

Billing

• Taxes• Analysis• Doing What you Love• Where is Money Made

and Lost

Accounting / Reports

Elements that Form a Successful Web Based Business

• Documentation• Knowledgebase• Ticket System• Forum

Support and Training

• Software Releases• Hosting• Core Joomla! and

Add-On Updates• Migrations

Long Term Maintenance / Upgrades

• Hiring• Location (Home vs Office)• Capital Needed

Growth

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Sales and Leads

• Frontend• Backend• Long-Term Considerations





Project Management

• Develop Connections• Further the Project• Implement Features Important

to You• Increase Awareness of Joomla!

Volunteering


Billing

• Taxes• Analysis• Doing What you Love• Where is Money Made and Lost


Keys to a Successful Web Based Business



• Software Releases• Hosting• Core Joomla! and Add-On

Updates• Migrations



Growth

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Tip: Create a template for quotes to economize your time.

Who is your audience? How will you convince them to hire you or purchase your product?Sales and Marketing

How you present your company to the world will affect the type of client you attract. It’s critical to build your sales and marketing plan to reflect your availability, growth trajectory, and core competencies.

Key Concepts

The Fundamentals:

Advertising

Proposals

Lead Generation

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http://living-thoughts.net/parkandcube/wp-content/uploads/2012/04/ParkandCube_HermesAtelierSacs_05.jpg

Determine Your Passion

Build Your Business From This Place

Tools For the JobWebsite with Scope of Services

Google Places For BusinessJoomla! Resources / Extensions Directory

Social Media MarketingNewsletter / Blog

Word of MouthQuoteroller for Proposals

http://upload.wikimedia.org/wikipedia/commons/8/81/Atelier_de_reliure_Pingre_Bibliotheque_Sainte-Genevieve_n1.jpg

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Exploratory Session:o Meet the Cliento Review Goals and Objectiveso Review Current Site (if any)o Examine Examples That the Client Provideso Discuss Their Needs, the Whyo Determine if it’s a Good Fit

Quotes:o Initial Estimate Based on Research, Time,

Valueo Approval From Cliento Formal Proposalo Deposit to Begin Worko Signed Contract

Sales In Detail

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Telling your customers no builds respect for your product and brand.

Build a product that is carefully considered from an architectural and usability standpoint for long term stability.Design and Development

Conceptually this phase is where creativity, strategy, and the big picture come into play. It requires the ability to visualize the end game by translating goals and objectives into stable, intuitive, and appealing applications.

Key Concepts

The Fundamentals:

Frontend Design

Backend Development

Long Term Considerations

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Before I begin any design, I ascertain the character of the project. I think about its sense of place from a historical perspective, analyze current trends and comparables, and I strategize what will last the test of time. By considering the project from varying perspectives, I balance the design to address a myriad of factors.

Well Conceived Design

http://http://sharlenestarr.com/wp-content/uploads/2010/09/PaperBackground_7628021Medium.jpg

Design to Last the Test of Time

Tools For the JobWireframe

Architectural DesignDesign Mockups

Template FrameworksHTML5

SAAS / LESS

http://upload.wikimedia.org/wikipedia/commons/6/6a/Vienna_-_Violin_repair_workshop_-_0049.jpg

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Requirements Analysis / Development:o Conceive and Layout a Site Architectureo Research Components for Extendibility

o Consider Reviewso Examine the Demoso Configure to Approve My Selection

o Select a Template Framework/Templateo Review Module Positionso Wireframe Content

o Add Core Content

Design:o Create a Style Guide, Design Logo

o Coloro Fonts

o Design Layouts in Photoshopo Translate Designs into CSSo Override Extensions and Languageo Test on All Browsers and Four Device Sizes

Design and Development in Detail

http://www.terriwada.com/uploads/1/1/5/8/11586225/609568_orig.jpg

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Successful project management increases productivity and efficiency.

Any successful business will depend upon a coordinated and clear schedule with milestones, tasks, and documentation.Project Management

In this phase, the scope of the project has been defined and implementation begins. It is essential to break down each project into defined milestones with associated tasks to establish real timelines. In this way you will be able to plan your schedule and determine if and when you can take on new projects.

Key Concepts

The Fundamentals:

Scheduling, Deadlines Estimate vs. Actual Milestones, Task Management Documentation, Organization Time Tracking, Billing

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Without a project management system responsibilities will slip through the cracks. When managing clients or developing software, it is essential to utilize a tool where you can delineate the goals and tasks needed to complete them, track time, and document information relevant to the project. The delineation of project details can assist with careful planning, scheduling, and growth projections.

Organization, Planning and Execution


The Goal is to Balance Life and Workhttp://3.bp.blogspot.com/-dCUZqByH-BQ/Tmj69UNeewI/AAAAAAAAAQ4/CbOZ5FPM-7Q/s1600/

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Tools For the JobActiveCollab

JIRALiquid PlannerGoogle Apps

Synced CalendarsTime Tracker for All Devices

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Research:Begin by researching the available options carefully before you select your project management system. Once you’ve settled on your top two, demo them. Imagine using them for a sample company project.

Essential Components:o Milestoneso Tasks

o Time Projections/Estimateso Personnel Assignmento Categorization

o Time Trackingo Documentation

Optional Components:o Invoicing and online payment.o Agile Development, Kanban Cardso True Estimation of Time Based on Your

Scheduleo Google Apps Integrationo Advanced Reportingo Discussions and Client Logino Git Integration

Project Management in Detail

http://www.terriwada.com/uploads/1/1/5/8/11586225/609568_orig.jpghttp://www.peoplewhodo.co.uk/wp-content/uploads/2013/02/Photo-26-02-2013-11-48-09.jpg

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Ongoing support continues the dialogue with your client and provides a consistent income.

Providing sound training and ongoing support is critical to the success of your projects and the happiness of the client.


In order for your clients to successfully manage their own software or deploy a template or piece of software clear, informative and visually documented instructions must be provided.

Key Concepts

The Fundamentals:

Documentation Knowledgebase Ticket System Forum

.

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By supporting your customers with sound, reliable training guides you are setting them up for success. It takes time to develop documents and videos so make sure to factor this into your project costs and estimate. Once the project is launched, you’ll want to consider the importance of providing ongoing support via a ticketing system or forum so information you may have overlooked is attainable by your client.

Tutor Your Customers

A Good Teacher Opens the World Of Possibilities for Their

Student.http://3.bp.blogspot.com/-dCUZqByH-BQ/Tmj69UNeewI/AAAAAAAAAQ4/CbOZ5FPM-7Q/s1600/tumblr_lnnvd9HSOw1qbycdbo1_1280.jpg

Tools For the JobScreencast CamtasiaTechsmithWHMCSKunena

YouTube/Vimeo

https://popsensibility.files.wordpress.com/2013/06/math-chalkboard.jpg

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Documentation (Docs):o Create Docs for your sites that are SEO

optimized using keywords related to your service or product.

o Docs are usually generic with how-tos.o Consider typography, they are intended to be

read. Follow standards established by book publishers.

o Use images and update them when new versions are released.

Videos:o Can increase SEO if properly uploaded to

YouTubeo Keep them simple – demo only one techniqueo Wonderful for something simple that is difficult

to describe.

Ticket System:o Usually private and reserved for clients.o Choose one with a knowledgebase so you can

turn recurrent questions into articles that gather SEO

o Keeps your desk organizedo Requests are dated and organized

Forum:o Benefit of public access to common problemso Other people who use the forum can respondo Can be programmed to be free or subscription

based

Support and Training in Detail

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Backups are critical when things fall apart. Keep them for six months in case a hack has been dormant.

Without this piece software will become outdated and exposed to increased security vulnerabilities.Long Term Maintenance and Upgrades

This aspect of your business is critical to generating return investments from past customers. It must be factored into the workflow in order to ensure the longevity and lasting nature of your work.

Key Concepts:

The Fundamentals:

Updating Content Hosting Core Joomla! and Extension

Updates Migrations

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Long term maintenance and upgrades can quickly consume valuable company time as the customer base expands. For this reason project management is key. Establish a maintenance & update schedule in your office with a dedicated implementation procedure. Strike a balance between new design / development and your reoccurring, subscription services to ensure continued happiness. To this end, there are a number of effective tools for making this process simpler and more streamlined.

Staying Up To Date


Protect Yourself and Your Clients From Security

Vulnerabilitieshttp://3.bp.blogspot.com/-dCUZqByH-BQ/Tmj69UNeewI/AAAAAAAAAQ4/CbOZ5FPM-7Q/s1600/tumblr_lnnvd9HSOw1qbycdbo1_1280.jpghttp://www.canada.com/cms/binary/6764646.jpg

Tools For the JobWatchfulSucuri

Core Extension UpdaterMy Joomla!SP Upgrade

Akeeba BackupAmazon S3 + Glacier


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Schedule:o Create an upgrade/update schedule and stick

to it.o Keep track of your maintenance time

separately from your design and development time so you can analyze it.

Contracts:o Have your clients sign up for maintenance and

pay a monthly or annual fee for this work.o Only host clients that are willing to keep their

software up to date to keep your server clean.

Process:o Keep up-to-date with release schedules from

the software you use with social media, RSS feeds and emails.

o Login into Watchful once a week and review updates.

o Test on a Base site (which has all of your essential extensions installed) to see if anything breaks.

o Update that one extension on all sites.o Test 2-3 to see if there are issues.o Monitor emails from Watchful for changes in

core files.o If a hack enters the site, use MyJoomla! for

analysis and cleanup.o Keep clients up to date on migrations and

upgrades via newsletters to encourage purchasing that service.

Long Term Maintenance in Detail

http://www.hear2heal.com/images/Mechanic%20by%20Anna-Marie%20Veloz.jpg

http://www.hear2heal.com/images/Mechanic%20by%20Anna-Marie%20Veloz.jpg

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Value based billing considers what it is worth to the client vs the actual cost to build it.

Fundamentally, your billing must cover the cost of doing business and provide you with an income.Billing

How to bill, what to bill and when to bill are some of the most pressing questions in a service based business. Furthermore, In a product based company, you must charge enough for the software to cover ongoing support costs. This is a tricky balance.

Key Concepts

The Fundamentals:

Project Based Hourly Based What Rate to Charge PCI Compliance

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How and when you bill your clients in a service based industry determines the cash flowing in and out of your accounts. It’s important to consider what your business needs and when it needs it to stay “in the black” as you work. Over time, you can evolve into a billing system that is ideal for your company; this way, you will remain stable as you grow.

Collecting an Income


Money is an Extension of the Service that You Provide.http://3.bp.blogspot.com/-dCUZqByH-BQ/Tmj69UNeewI/AAAAAAAAAQ4/CbOZ5FPM-7Q/s1600/

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Tools For the JobActiveCollab

WHMCSFreshBooks

HarvestAtlassian / JIRA

TeamworkShopping Cart


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Hourly Based Billing (No Estimate):o Basic breakdown of your tasks at an hourly

rateo Requires complete trust of your cliento Exposes your company to increased scrutiny

Project Based Billing:o Billing is based on the milestones that

comprise the projecto Requires honest estimation to include all

expenses and profit are covered.

Value Based Billing:o Through research, determine what this product

is worth to the customer and quote that rateo Ensure that your expenses and profits are

covered first through a private estimate process.

Monthly vs Project Completion Billing:o Billing Monthly encourages consistent

payments, deliverables and accountability.o Project billing provides a lump sum once the

software has been built and delivered but before it is deployed.

Billing in Detail

http://www.hear2heal.com/images/Mechanic%20by%20Anna-Marie%20Veloz.jpghttp://woodstockantiquesblogspot.net/wp-content/uploads/2011/06/20110525-vintage-ledger.jpg


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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Approach your profit and loss analysis with a specific question that you are trying to answer.

Where is money being made and lost? Are you doing what you want to be doing throughout the day?Accounting / Reports

I cannot underscore enough the importance of familiarizing yourself with your numbers and paying your taxes on time. By learning how to analyze your profit and loss and saving to cover your government obligations, you will remain ahead of the curve.

Key Concepts

The Fundamentals:

Analysis Taxes Doing What you Love Where is Money Made and Lost

.

Tools For the JobQuickbooks

XeroPeachtree / Sage

QuickenExcel Spreadsheet

Ledger BooksReporting & Analysis


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Profit & Loss Statement:o A financial statement that summarizes your

business’s revenues, costs and expenses during a specific period of time.

Balance Sheets:o This report provides an accurate overall

business snapshot that details the financial status of your company.

Hours & Projects:o Are you on time with your projects, if not, why?

Are you doing what you love more than 50% of the time, if not, why and can this be adjusted.

Estimates vs Actual:o How accurate are you in your proposals? Will

the client cover the difference? Was the change due to scope creep? Use this for future quoting.

By Task, Project, Person, Time:o Who’s done what this week, what tasks we’re

accomplished? How many were fires and how many were planned?

Accounting & Reporting in Detail

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: Determine how hiring will affect your daily tasks. Consider if you want to do more project management.

How do you find a good fit for your company and its values? Is your company billing at a rate where hiring is sustainable?

Growth

Hiring is a major crossroad to consider as your client base and demands grow. How you go about hiring is a process that is challenging and unique for each business.

Key Concepts

The Fundamentals:

Hiring Location (Home vs Office) Capital Needed

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Sales and Leads






Project Management



Volunteering


Billing










Growth

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Tip: If you offer to present on something you are passionate about, it is likely that others will benefit.

To volunteer is to give back to the project that has made your business successful.Volunteering

Volunteering can range from speaking, sponsoring an event, participating in a Joomla! working group, providing support via the forum and/or writing documentation. Any skill set can be useful to the project, so simply ask where you can be useful to get involved.

Key Concepts:

The Fundamentals:

Develop Connections Further the Project Implement Features Important to

You Increase Awareness of Joomla!

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By contributing to an open source project like Joomla! you foster connections while pushing the project forward. There are opportunities to plugin your skill sets to implement features and software that are important to you. Additionally you can facilitate awareness of the project and all of the benefits it offers.

Giving Back


Volunteering is a Commitment Made Independent of your

Company.http://3.bp.blogspot.com/-dCUZqByH-BQ/Tmj69UNeewI/AAAAAAAAAQ4/CbOZ5FPM-7Q/s1600/tumblr_lnnvd9HSOw1qbycdbo1_1280.jpg

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✉ [email protected]

📞 1 802 579 1340Be In Touch

214 Main StreetBrattleboro, VT 05301United States

+DawnRussell dawnrusselldesign @ArtisanDawn

Joomla! World Conference 2016 - Business is More Than the Sum of Its Parts

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