Cleaning Up WordPress Notifications with Jack McConnell

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Hey, everybody. This week I had the pleasure of talking to Jack McConnell of Made with Fuel about his plugin Better Notifications for WordPress. So he’ll talk about exactly what that plugin does, but I really enjoyed this conversation because well, we talked about scratching your own itch and getting in there and coding.

We also talked about the long game a little bit. So he talked about how he front loaded a lot of research to make sure that this was the right thing to do. He talks about how he waited the better part of a year for the premium iteration to make sure it was worth sinking his time into. And he talks about hiring out, so he does a lot of the things that as a developer myself, I’m resistant to doing right. I just want to get out there and code it, and put it out there, and see what happens. But he really talks about doing things, the…I’m gonna say the right way right? Or at least the way where you don’t waste as much time. So I really hope you enjoy this interview and get as much out of it as I did. And without further ado, on with the show!

Hey, everybody. Welcome to another episode of How I built It, the podcast that asks “How did you build that? Today, my guest is Jack McConnell of Made with Fuel. Jack, how are you today?

Jack McConnell: Yeah, great! Thanks.

Joe Casabona: Thanks for being on the show. Today, we’re going to talk about a plugin that you have right? Called Better Notifications for WordPress, yes?

Jack McConnell: That’s right. Yeah.

Joe Casabona: Cool, very cool. So why don’t we just jump right into being allowed to tell us who you are, what you do, and how you came up with the idea for Better Notifications for WordPress?

Jack McConnell: Yeah, sure. So I’m Jack McConnell, and I run Made with Fuel. It’s a one man micro agency based in Bath in the UK. And I do custom WordPress development and design that’s mostly in the form of themes that, yeah. My kind of side business really is developing Better Notifications WordPress. Account the idea a couple of years ago, I was actually working on a client side that had an internal project management system. And they needed notifications, email notifications for certain things that WordPress didn’t provide native notifications for. So they used just to post the default posts and categories in Word press to manage projects which are categories, and then post within those kinds of projects. So they want to be alerted as part of their kind of back office system when new projects are set up. And obviously that translates to new category notifications. And usually they’re not that useful because you need to populate a category with a post in order for it to, you know, kind of have any use on your site really. But this is something that they needed just to trigger a particular workflow in you know like I say in their back office. And that got me thinking there’s this notification of the number of other notifications they needed. And there just wasn’t anything really in WordPress or any plugins I could find that were gonna do that. They were kind of a few but they were really old so I thought but I do like what many developers do and I just thought we’ll make my own.

Joe Casabona: Nice, nice. So again, this I think, this comes up almost every show you were kind of scratching your own itch. You needed to do this for a client site and then you decided to make your own plugin. So and just to make sure, this is a free plugin with some premium add-onS, is that right?

Jack McConnell: That’s correct. Yeah.

Joe Casabona: Cool. So you mentioned that you saw that there were older things in the, there were older things that haven’t been updated in awhile. But what kind of research did you do to figure out what your initial feature set would be? Or what goes in the free versus what becomes a paid add-on, and stuff like that?

Jack McConnell: Yeah. I actually did an extensive research stint before I kind of really got involved in the sort of the plugin development. The plugin that I originally created was done over a weekend with a friend and it was really just a you know, I’d like to say that can scratch that itch and get something working. So that kind of a time can actually use it, and get implemented into that management system. But research and I did just like a straw poll, a very basic thing on Twitter and got some people to sort of, you know, fill out a quick survey. How do you rate, you know, WordPress is a mail notification system. I realized there was quite a lot that could be done. There were a lot of plugins out there that had like little bits of functionality here and there but there wasn’t anything that was kind of lights really. So I had this kind of idea of maybe, I could build something, or whether it’s this or something different that would replace WordPress is mail notification system and allow you to customize it. And I say about all these sorts of old plugins and stuff. A lot of them really required that you used code in some way or they were outdated and they were almost like someone scratching their own itch. And then they stuck it on wordpress.org, and then they left it, and it got abandoned. So it was really just to see if I could do something. I grow something because it kind of looks like an area that seems to be a bit outdated, you know, in the WordPress face. And yeah, after a lot of research, I thought, yeah, I’m pretty sure I can do this.

Joe Casabona: That’s awesome. And you’re absolutely right. I mean we see you know, WooCommerce I think allows you to do kind of custom email notifications built in. But you know, you don’t see a whole lot more outside of that. So, and I’m sure this is, I mean this is probably a good enough market for you to continue working on this. So before we get into maybe, how you built it, you mentioned that you did some work with a friend over a weekend. Do you have a group of people that you like to talk to about features or business advice, like a mastermind group or anything like that?

Joe Casabona: I don’t. It is actually something I’ve considered a couple of times over the last sort of six to nine months really. But no, it’s really just me researching things. And then I think all that’s a cool feature, or that’s quite a good idea. But I think I can do that better in terms of the usability kind of aspect so it’s really just me at this point. But I get quite good feedback from people when I do a new release. So I kind of that’s my confirmation that what I’m doing is kind of working and I’m going in the right direction.

Joe Casabona: Awesome. And of course your customers are probably your best line of feedback and testing too, right? if something’s broken they’ll definitely let you know that it’s broken right?

Jack McConnell: Uhum, absolutely.

Joe Casabona: Cool, very cool. So that’s another thing that keeps coming up, you know. Yes, some people bounce things off of friends and contemporaries but you know, customer feedback and support is where they really kind of hone their road map. Cool, very cool. And you said, just you, right? So do you support yourself?

Jack McConnell: Yeah, yeah. I did the support myself. I actually use a developer to build the plugin itself. Whilst my friend and I, you know, we developed this plugin together over a weekend. We actually parted ways basically more or less just well shortly after that. I guess he couldn’t dedicate that much time to it, and it was something that I wanted to grow and he was happy for me to do that. So I actually had to go myself up, kind of trying to develop it. But I thought this is kind of a side thing and something I want to grow, you know, separate from my main kind of client work. And because the bit I really enjoy is kind of designing and creating WordPress themes but I’d love to put something out there. I want to give something back to WordPress so this is where this sort of plugin came in, and an ability to kind of grow it and push it forward. And after a while I decided that plugin development is not for me. And the time was going to take me a really long time to do it, and in the meantime I thought, but I’ve still got this thing to give. So I looked for a developer and I found one, inserted for a couple of months, and I’ve been working with them ever since and it’s really great. So I do everything else I can do such as, you know, growing the plugin, answering the support, coming up with ideas ,and research or the testing, you know, all that kind of stuff really, everything except for development. Although I have tried to kind of do a bit more towards that in the last year in particular just as my, “so knowledge” has grown in that sort of WordPress plugin development space.

Joe Casabona: Gotcha. And that makes a lot of sense. And I think that’s a point that’s worth repeating right? Because I feel like a lot at least for a long time I was this way. A lot of freelancers feel like you know, I’m going to do this myself because hiring somebody might cut into the bottom line more than I’d like or things like that. But you know, what you’re really affording yourself is time and expertise. Like you said, you like the design in the theme development aspect of it but if you really want to build a good plugin, then it might be worth hiring somebody who knows how to build a good plugin.

Jack McConnell: Absolutely. And the great thing is, I’m in a position particularly in the last year where I found so many. I mean there weren’t many bugs to begin with, so many little bugs that I’ve got this kind of support document that I’ve constructed that goes through step by step. This is what you need to do to troubleshoot the problem that you’re having. And I can say with sort of 95% accuracy that sending someone that support document will allow them to fix their own problem. And that the plugin that I’ve got is solid, and I think that’s just because I’ve got a really good developer on board.

Joe Casabona: Awesome. That’s great! And one more follow up on that is, how did you go about finding a developer, right? So you’re a little bit, you’re a little familiar with development, so you probably know a little bit more what you wanted. But what was the process like, did you interview, did you do code tests anything like that?

Jack McConnell: Actually, I sort of put the feelers out so to speak. And over to Twitter at blog posts on maybe Fuel blog and just kind of had a weight really and I didn’t have that much of a response. I think it’s because I kind of just put it out there and hope for the best really. But the few that I did get were actually really good. So quality kind of leads for a developer and it was just a question of seeing who I like, who I thought would do a good job. And then going from there, and everyone that got in touch had been released WordPress plugins in the past. Or were active developers, some of them are like you know, people that contributed patches to the core and stuff like that. so I knew that I was pretty happy with the people that got back to me and I knew that gonna do a good job.

Joe Casabona: Great. Thank you for that. Why don’t we get into the title question? So I’d love to hear a couple of things based on what we’ve talked about, right? So you are not the primary developer on the project now, but you and a friend built it over a weekend almost like a proof of concept or a MVP sort of thing. So I’d love to hear what that was like, right? Because I like weekends, coding projects are so much fun to me. And then making the transition from kind of being that the main person at the keyboard to you know, the kind of architect of the whole thing. And then how do you build it from that perspective, if that makes sense?

Jack McConnell: Yeah, sure. So my friend…someone actually went to school with and he’s sort of a couple of hours drive north of me in England. I literally drove up very early one morning to memos house and he works out of a coworking space, and we went there, and it’s over a weekend, so quiet over there. And we just sat down, and said “Oh! this is kind of my rough idea where this is the rough requirements for this, for this plugin. How do we go about it?” And we did some sort of just very basic sketches. We had a look on in terms of, you know, WordPress functions, and the kinds of things that we need, and the ways to get data out of WordPress, and then put it together. And then the first version was, I mean completely different to how it looks now. It was kind of like a matrix of checkboxes where you had the notifications listed down one side, and then you had users listed across the top, and you basically had to be strange. You had this screen which said, “Yes, I want to send notifications to these people”, and just check the check boxes that you wanted. And then the other screen was just a top like a subject in the message body, and it listed all the notifications out on one page. And I didn’t even cater for all of the notifications in WordPress at that point. Just kind of the ones that the client needed and a few other ones I thought might be useful like when they need to register a new user, that kind of thing. And we put in the shortcodes to spot out the information that they might need to include in those in the message body, or the subject so things like post content, post excerpt, post title, that kind of thing. And then what authors there were, what the user was that created that post, and that was it. And it worked fine, it was more like a PHP implementation of a WordPress plugin as opposed to a nicely coded WordPress plugin using PHP, if that makes sense. But yeah, we did that over sort of two days. It’s a freezing cold stop off at a pub which you know as people know sort heightened senses aren’t you had about 2 beers, and yeah, we got out there. And then as soon as I got back from that trip, I submitted it to the WordPress Blog plugin. Repo as well because I want to see if other people want to use it. And yeah, and it…I can’t just took from, it just went from there really.

Joe Casabona: Awesome. So would you recommend that if, if you know if I decided today I wanted to release a premium plugin, would you say that releasing a free version of it to the repo was helpful for you? And help kind of build an audience or prove that other people want to use it, or anything like that?

Jack McConnell: Yeah, absolutely. The one thing I’ll give you is exposure, you know? it’s just so big. I mean you’re not just searching on WordPress.org, but when you’re in, you know, add a new plugin page in your WordPress admin, you know, you’re in there as well. And it’s incredibly powerful and incredibly useful, sure where the people are really. It is kind of like what codecanyon I guess would do for, you know premium plugins. But I felt that giving away something for free would allow me to give something back to WordPress, something that I was quite keen to do anyway because it’s been quite good to be, into me and allow me to sort of, start a business, and you know, make it, make a living from it. But also yeah, it was that it allowed me to understand if this proof of concept was going to kind of go anywhere. And this was 2013, so it wasn’t like a really long time ago, but I had like 1000 downloads in the first year which isn’t massive. But for me, that’s the most masss downloads I’ve ever had for anything that I’ve released. So I kind of thought that was a good thing. So yeah, that was enough at the time for me to think that this is got legs and I can develop this.

Joe Casabona: Nice. So the other thing I’m really hearing is, you know, you say you did this over a weekend to a couple of months, find a developer within the first year. You didn’t rush this process, right? You didn’t, it sounds like you took your time, and you did the right steps in the order that you felt you should. Is that accurate?

Jack McConnell: Yeah. I’m a firm believer in doing things properly and sometimes that takes you know, quite a long time. I read recently, I remember where I saw it, But it’s a marathon not a Sprint”, something. And if you’re growing something, that’s a really helpful thing to remember. I also, you know that yes, there was this time between kind of you know me and my friend working on it and this developer. But I wanted to make sure that what I was doing was going to be an improvement on the previous version as well. So yeah, it’s, it will take time, but it’s worth doing if you wanna do it right, if that makes sense.

Joe Casabona: Yeah, yeah, absolutely. And that’s, I think, that’s a great mindset to have. Because there’s a lot of people, you know, I feel like a large feeling is going to rush this and get it out the door, going to be the first to market, or the sooner I get it out, the sooner all make money. But you know, taking the time to make sure all your ducks in a row, and you have the right developer, and you being built in an audience, is perhaps more important because if you have something in to sell, and nobody sells it to, then there’s not going to be any reason to buy it, anyway.

Jack McConnell: Absolutely. I think the other thing worth mentioning is that this was very much a side business for me too. So I didn’t have the time to spend, you know, doing it as quickly as possible. Perhaps if it was myself developing it, it might have gotten out a bit quicker. But, it would have taken up more of my time spent on client work and that would have suffered a bit. So I felt that I did it the right way, and over the right space of time. And I’m now on a kind of a monthly release schedule, so whether that’s in point releases, or new add-onS, or improvements to existing add-onS, I’m kind of releasing every month consistently. And that’s really helped to kind of grow and grow the plugin, and both of the free versions, also the add-onS, and kind of the paid part of it.

Joe Casabona: Awesome. That sounds fantastic. And I think that’s really, really great advice. So, and you talked a little bit about the changes that were made over the last, over that first year. So what major transformations, how’s your plugin gone through since? Let’s say since the first premium release right? We talked a little bit about how you built it over the weekend, and then you eventually hired a developer. So why don’t we go from the first release with that developer to now? What are some of the big transformations?

Jack McConnell: Yeah, sure. So the first ever release with new developers, previous to that, they took the weekend concept like all the Beta. Then, we released version 1, and that was completely different. It was more used, like the custom post type kind of side of WordPress. So you know, you create a new notification from scratch as opposed to having it already on the screen for you. You can select your notification, you can select, you know header information, CC, BCC details, all that stuff, subject and body. And I also improved and added to all the shortcodes that were available. So that was kind of the first release and that was a huge step in the right direction. And since then, it’s been quite iterative on improving those features and adding to them. I would say that the most successful thing is in the last year. I’ve now got all the notifications for WordPress in there, so if you want to replace, if you want to replace or edit any of them, you can download Best Notifications WordPress. And you know set up that notification. and that that actually took quite a long time to get to because there was a number of notifications in there that you kind of forget about. You don’t realize they are there, and there’s no list or at least not a list that I could find anywhere that says, “These are all the email notifications that WordPress sends out”. And I had to kind of go through and even go through core, or you can kind of find things that are used you know, less and less frequently. An example of that would be when WordPress auto updates from you know, say you know from .3 to .4 it would .5 recently and then that sends out an email to say ,you know your web WordPress websites have been updated. So people know this because they get you know as soon as that happens, that auto update happens the next day, they look in their inbox and they’ve got like 30 emails or from their various WordPress sites. So you can do that.

And one of the cool features of Better Notifications WordPress, is that you can set up notifications and then disable it. So if there’s a WordPress default notification such as that one, you can create a notification for it, hit the disabled button and save it and that means that will kind of suppress that notification so you won’t get those 30 emails.

Joe Casabona: Gotcha. That sounds great! So, it might be worth a good blog post for you to just list out all of the notifications at WordPress since that’s all on the list already.

Jack McConnell: That’s a good idea. I’ll do that.

Joe Casabona: Awesome, cool. And my last of the standard questions I guess, is, what are your plans for the future?

Jack McConnell: At the moment it’s more add-onS. So I just spend a bit of time just for the new year, kind of streamlining around my road map, and trying to make it a more firm plan. And I think I was focusing a bit too much on kind of the core plugin which is very important, don’t get me wrong. I don’t wait for people, that’s just like the free stuff that I’ve done. But it’s actually pretty stable now. So the thing I wanna do is the paid add-on site. aAd I’ve always been really careful about what I choose to be free and what should be paid, the way I kind of define an add-on. And I think this is probably you know, the general idea of someone.

When it comes to sort of defining add-onS is that, it will appeal to a subset of your users. And if it does that, then, it doesn’t necessarily belong in the free core or plugin. And some of them are quite valuable, you know, in terms of their functionality. And some of them would be, you know, huge, huge additions to the free core plugin that would take, you know, tens or you know maybe even hundreds of hours to develop. And there has to be a point where you say, “Well, you know this is an add-on.” People would pay for this then maybe they should pay for that. So yeah, add-ON is some kind of where I’m looking this year. There’s support for multi sites coming out soon. So that’s in development at the moment, as well as updates to all my existing add-onS, or most of my existing add-onS.

And the big one that’s coming, I’m hoping before the end of the year and people who said it takes like six months to do that, it’s like yeah, because it’s a side business for me and and it does take a long time to do these thing, plan them out you know, develop, and then test them. And there’s obviously a cost factor as well. But the big one for me is having an opt in and opt out as settings for the users for notification and that’s been a highly requested feature for some time. And I would say, you know, well over a year, really, but it just takes some time for the free call plugin to be able to support that. But also for me, to be able to develop there, and create an add-on for it. And that’s going to be kind of my first really big kind of add-on. All the current ones have really little one so that’s why I’m kind of hoping to achieve it by the end of this year. And then next year, there’s definitely some more really cool free stuff coming too.

Joe Casabona: Awesome. That sounds, that sounds really great. And I’m definitely keeping an eye out for that. I did have one follow up on that because I think this is of a particular interest to the listeners and certainly to me. So you have your free plugin and you have the add-on model, could you give us like a 30/60 seconds maybe of how you do the add-on model like how you sell them? And how do you verify them in WordPress?

Jack McConnell: Verify? What do you mean in terms of the license keys, and connecting them to the mail?

Joe Casabona: Yeah.

Jack McConnell: So I use E-stitch to download, to handle all of the E-commerce aspects of my site and the software licensing, and recurring payments extensions, and that’s been really good. I’m actually really looking forward to June, because June last year is when I installed recurring payments. So I’ll be interested to see the difference between manual renewals which is the traditional way I guess, and automatic recurring payments which will come in. I think on the 4th of June, so be interesting to see what the difference is there in terms of people you know, keeping their license keys updated.

Joe Casabona: Nice, nice. That’s not too far from when this is being recorded. So maybe you could send me a little audio, a bit of how it went before the episode comes out probably in July. So cool, very cool. Thank you for that! I do have one more question before the bonus round and that is, do you have any trade secrets for us?

Jack McConnell: Yes. I’ve been sort of not long term, but it’s sort of I’ve listened to this podcast for probably about a year now. And whenever I hear that, I thought, “If I’m ever on this podcast, what would I say?” and I’ve been rocking my brain, and I think I came up with sort of two things earlier just today.

The first one is, and it’s not really a trade secret. I guess neither of these are trade secrets. But be really nice when you give support and I think you know depending on what your plugin does, it could be used by anyone with any skill set on any kind of website. And you have to remember that not everyone is a developer so if you’re really helpful and you give really good support, they’ll give you a good review. And that helps boost the credibility of your plugin or you know, you can ask them to give you a good review. And if you do that as well, they might give you some really helpful insight into user experience and user interfaces that you’re sort of creating and obviously WordPress takes care of that to a certain extent. You know that’s kind of the design of the WP admin but they will help you to sort of break it down a bit and make it really useful for people of all skill sets.

I think the other thing as well, is that I released transparency reports and whilst I’m quite happy doing that and I enjoy writing them. I write them every quarter, they know I’m honest anyway, and I like to be transparent. But what it does is, it keeps you honest about some of the decisions that you make in between you, writing those reports. So you might be thinking, “I was going to do this feature.” And then you sort of stop and think, “Wow! that’s kind of good enough.” And then you think, “Well, I’m going to talk about this.” in a few months time in my transparency report. And I’m going to have to explain to people that this is what I’ve done, and this is how I’ve done it. And if it doesn’t pass my kind of honesty test, you know that I’m going through, whilst I’m kind of doing it, then I may have to explain it later on. So that’s kind of a good way of keeping you focused and keeping you honest about what you’re doing and making sure you’re doing a good job. And I guess that’s what comes around to you know, you doing, you know standing by your products and kind of giving people what they want as well. So not exactly a trade secret but it’s a good way of making sure that you’re doing good work.

Joe Casabona: Yeah, that sounds great! And well, first of all, thank you for being a listener of the show. And second, I’m glad you got to come on and share that because I think a lot of…in my experience sometimes it’s been hard to be nice during support right? You get that somebody who’s, who writes you a lot of emails or seems like a pain in the neck but I mean they are paying customers and they’re trying to get the most out of your product. And you know, that niceness certainly does go a long way. So I think it’s something that more especially developers need to hear, right? I had a friend who I used to work with who would say things like, “Oh, the user is so stupid!” but then also communicate that the user should already know what he knows and I’m like, “You can’t have it both ways like you can. So either be nice to them or don’t be in the business of support.”

Jack McConnell: Yeah, absolutely.

Joe Casabona: Awesome. So well, thank you so much for that!

And now, we are on to the bonus round, The Fast 5. So you have not been given these questions beforehand. I just want your gut reaction to what I’m going to ask.

And the first question is, what’s your favorite book?

Jack McConnell: Oh! That’s a good question. I don’t read that many books. The last book I read was ‘Richard Branson ‘s Autobiography.’

Joe Casabona: Nice, nice. Richard Branson, he’s the CEO of Virgin, is that right?

Jack McConnell: Uhum.

Joe Casabona: Nice, very cool. I’m sure he seems like a super interesting guy.

Jack McConnell: Yeah. It’s a good book. It’s really interesting. He’s very motivated.

Joe Casabona: Nice. definitely I have to check that one out. What’s your favorite kind of music?

Jack McConnell: Oh! It varies but usually rock, heavy rock.

Joe Casabona: Nice. Follow-up because I also like heavy rock. What’s your favorite band, or what band have you been listening to a lot lately?

Jack McConnell: I quite like ‘SikTh’, an English kind of metal band. But one of my favorite bands probably in that space is ‘Coheed And Cambria’.

Joe Casabona: Nice, very nice. Oh man, I’m gonna listen to them after this now, because I haven’t listening for a while. Cool! What is your favorite food?

Jack McConnell: Ah, pasta.

Joe Casabona: Nice. As an Italian, I appreciate that answer. Who’s your favorite sports team or athlete?

Jack McConnell: Oh, I’m not really that much of a sports person, but I get really interested when the Olympics comes on.

Joe Casabona: Nice. What ah, do you have a favorite event to watch at the Olympics?

Jack McConnell: No, not really. Athletics is always quite interesting.

Joe Casabona: Cool. And last question, and I will post this question to you the same way it was posted to me which is, if you couldn’t write code for a living or if you couldn’t work on a computer for a living what would you do instead?

Jack McConnell: Oh, that’s a great question. I think as long as I was doing something creative I’d be happy. So I used to play drums and I kind of replaced drums with web design at one point and I’ve always been quite happy. I always want to go back to the drums, but I’ve always been quite happy with web designers thing. So I think, as long as I was creative I would be happy.

Joe Casabona: Very cool. It seems like we’re cut from the same clock because I used to play drums a lot in high school and a little bit through college. And I have, well I have a newborn but I have an electric set that is not set up so I need to, you know, I’ve always been getting the itch to go back but when I have some free time I’d rather spend it with my newborn, or write some code or something like that, be creative. So, cool.

That’s awesome! Well, thank you so much for being on the show. I really appreciate you coming on.

Jack McConnell: No problem. Yeah, I really enjoyed it.

Joe Casabona: Awesome.

So again, I really got a lot from this episode. I hope you did too. I really enjoyed the conversation and so I want to thank Jack again.

I want to thank our sponsors Liquid web, who’s been a season long sponsor of the show would not have been able to happen, really, frankly without them. So definitely check out the offer that they have for listeners over at builtpodcast.net/liquid.

And thank you to Prospress who’s been a sponsor for a while as well. They have job openings so you should go work for Prospress at buildpodcast.net/prospress.

If you like the show make sure to rate us on ITunes. It’s the best way to help people discover us. And if you leave a review perhaps I will read it on the air.

So thanks again so much! And until next time, get out there and build something.