As I reflect on the past year, it’s clear that it’s been one of transformation and growth—both personally and professionally.
Despite a 50% drop in search engine traffic, I worked fewer hours and earned just as much, proving that focus and priorities make all the difference.
I finally let go of 90% of my clients, dedicating my energy to products over services, and it’s been a game-changer.
Big wins like speaking at WooSesh, uniting the Business Bloomer Club with all learning materials, and building stronger sponsor relationships marked this year as pivotal.
Oh, and social media? Let’s just say I’ve been busier than ever, with some surprising results!
This year wasn’t without challenges, but the wins far outweigh them—and I can’t wait to share the full story with you.
Less Work, Same Results
This year, I made a conscious decision to work smarter, not harder—and it paid off. By reducing the number of hours I worked each week, I managed to keep the same level of income.
This wasn’t just luck; it was a result of rethinking my priorities, cutting out inefficiencies, and focusing on what truly matters. Letting go of low-value tasks and saying no to projects that didn’t align with my goals freed up time for what I love most: creating and connecting.
In 2023 I worked 1255 hours (24 hours per week):
This year I worked 1031 hours so far (there are 10 days left in December and my plan is to play, not to work!), which means under 20 hours/week :
Did I earn less? Nope.
Last year, my wife and I worked together and managed to earn slightly more than in 2024. This year, however, she decided to focus on her own projects—finally diving into her passions after four long years of dedicated parenting.
That left me flying solo on the work front, and yet, I still hit the same income levels.
The secret to working less (and feeling great about it):
Also, from the end of June to the beginning of September, as every year, we moved to the beach house, and I only worked 2 or 3 days per week. In this way I managed to enjoy the summer much more than last year.
From Clients to Products
This year marked a turning point in how I approach work. After years of juggling client projects and product development, I made the bold decision to prioritize products over client work—and I haven’t looked back.
Letting go of 90% of my WooCommerce development clients wasn’t easy, but it was necessary to focus on building something sustainable and scalable.
Shifting my energy toward products allowed me to create deeper value for a wider audience while freeing up time and mental space.
The result? A more fulfilling workload, stronger relationships with sponsors, and the satisfaction of seeing my creations grow.
Revenue-wise, client work accounted for 34% of my income in 2024.
In comparison, it made up 37% in 2023, 63% in 2022, 41% in 2021, 55% in 2020, 65% in 2019, and a staggering 91% back in 2018. With the exception of 2022, the trend is clear—I’m steadily moving in the right direction.
What’s even better is another piece of data – the number of invoices. In 2024 I invoiced my clients 52 times (20 uniques), vs 103 times in 2023 (69 uniques).
So, I made the same money, but I worked with less people (20 vs 69). That’s also a reason why I worked less hours!
How did I do that?
- I fired the low-ticket clients and forwarded them to a trusted developer I personally know
- I kept only the high-ticket clients, so by working more often with less people and being selective, my productivity went up
Needless to say, I will try to further reduce this and only work with max 10 people in 2025. Cool, big, serious, ongoing projects only.
A Boost for Non-Client Work
Finally, if clients accounted for 32% of 2024 revenue, what else did I sell for 68%?
With client work taking a backseat this year, my non-client revenue streams saw a significant boost across the board—except for one notable exception:
- 10.7%: WooCommerce Mini-Plugins (+45.8% vs 2023)
- 10.4%: WooCommerce Online Courses (-55% vs 2023 ***)
- 13.2%: Newsletter Sponsorship (-12.7% vs 2023)
- 17.1%: Business Bloomer Club (+36.6% vs 2023)
- 16.6%: Affiliate Income (+30.8% vs 2023)
*** Merging all my single online courses into the Business Bloomer Club offer marked a shift in strategy, focusing on delivering a comprehensive learning, community, and support package rather than standalone products.
As “passive” income does not exist, I also like to look at my “real passive” income vs the revenue that I need to generate while sitting in the office.
My “real passive” income (sponsorships, affiliates), so the one that doesn’t require actual computer time, is now 30% of my income.
My “active content” income (posts, courses, webinars, messages), is 27.5% of my income.
My “active development” income (plugins dev, client work) is now 42.5% of my total revenue.
Overall, I’m happy with these numbers!
A Year of Creating Content
2024 was all about showing up and delivering value, even as my focus shifted more towards products.
The numbers speak for themselves: 162 blog posts, 16 webinars/masterclasses, 50 newsletters, and 484 replies to blog comments. Beyond that, I stayed active in conversations on Twitter and Slack, engaging with the community and answering questions wherever I could.
While I didn’t launch any new courses (but I hope to change this trend in 2025, I already have 2 WooCommerce ones in the queue), my efforts centered on refining existing content and building stronger connections with my audience.
Every piece of WooCommerce content was an opportunity to teach, share, and grow—and it’s been fulfilling to see the impact this work has had.
Here are the top pieces of content for each category:
[WooCommerce developer tools]
[WooWeekly newsletter]
[WooCommerce masterclasses]
Mini Plugins Keep Growing
This year, my focus on mini plugins has only strengthened, and the results speak for themselves. I released six new WooCommerce mini plugins, bringing the total from 25 to 31.
These lightweight, single-feature tools continue to resonate with WooCommerce users, offering simplicity, affordability, and clear value without overwhelming complexity.
At WooSesh, I shared insights on my approach in the talk “WooCommerce: A Customer-First Approach to Lifetime-Only Plugins.” My philosophy is simple: I recognize the frustrations customers feel with subscription models—automatic renewals, price hikes, and the sense of renting rather than owning. A lifetime-only pricing model avoids these pitfalls but demands a vendor commitment to robust products and efficient support.
By focusing on creating high-quality, easy-to-use plugins, I’ve minimized support inquiries and maximized customer satisfaction. This sustainable approach not only aligns with my values but also ensures steady growth in a way that feels rewarding and impactful.
In 2024, I sold 530 mini-plugins – with a net revenue of €9,698, up 46.2% from 2023.
I issued 6 refunds only.
The best seller:
I also recently redesigned the product pages (built in public via a Twitter thread!), and made them more minimal and clean:
The math is pretty straight forward: if with 31 plugins I can make €1000/mo, imagine if I can reach my goal of having 400 mini plugins!
I’d like to release one new plugin/week in 2025, and see if I can make this a personal challenge. It would be nice to more-than-double-down on my plugin offer, and see if I can at least double the revenue.
The Business Bloomer Club Relaunch
This year, the Business Bloomer Club underwent a transformation that has redefined its purpose and value. By merging the Club with my online courses, I’ve created an all-in-one learning, community, and support platform tailored for WooCommerce professionals.
Members now gain access to a growing library of courses, live webinars, a Slack channel for support, and exclusive perks—all under one unified offer.
The October relaunch marked a turning point, bringing in fresh energy, new members, and enthusiastic support from sponsors who see the potential in this model. Reaching 528 members has been a milestone, not just in numbers but in proving the value of a vibrant, like-minded community.
It’s incredibly rewarding to see the Club evolve into a cornerstone of my work, offering a space where learning and connection flourish. With the support of amazing sponsors and members, it feels like this is only the beginning.
Sponsorship: A Rewarding Partnership
This year, sponsorships became a pivotal part of my work, and it feels like a culmination of 13 years of consistent effort. Between the WooWeekly newsletter and the Business Bloomer Club, I’ve created platforms that sponsors genuinely value.
Their support is a recognition of the reach and impact of my work—and it’s incredibly fulfilling to see this come to fruition.
Sponsorships are more than just financial support; they’re partnerships that enable me to create even more valuable content for my audience. In exchange for visibility and brand awareness, I’ve been able to double down on blog posts, webinars, and resources for the WooCommerce community. It’s a win-win that highlights the mutual benefit of these collaborations.
Looking ahead, I’m excited to continue building these relationships and using this momentum to provide even more meaningful content and opportunities for the community.
An impressive 26% of my 2024 revenue came from sponsorships. A heartfelt thank you to the 56 sponsors of WooWeekly and the 9 new sponsors of the Club!
Social Media and Slack Activity
This year, my social media and community engagement reached new heights, especially in the final quarter of 2024. The relaunch of the Business Bloomer Club in October created a surge of activity in our Slack channel, with lively discussions and meaningful exchanges that brought the WooCommerce community closer together.
Around the same time, I took the leap and invested in Twitter Premium. The decision paid off with noticeable spikes in impressions, engagement, and overall activity. My renewed focus on creating valuable WooCommerce threads and participating in conversations sparked fresh interest, helping me connect with a broader audience.
Among my most popular tweets were posts showcasing WooCommerce tips, celebrating milestones, and sharing insights about running a plugin business. While #wpdrama tweets drew attention, I’m especially proud of the content that added value to my followers’ WooCommerce journeys. Social media and Slack have become vital tools for strengthening relationships and sharing knowledge.
Top Tweets? Here you go:
Breaking Out of the WordPress Bubble
This year, I ventured into uncharted territory and built my first-ever non-WordPress website: fantatools.com, a collection of tools for fantasy football fans (for now I’ve coded the “FDR” – feature difficulty rating – for Premier League and Serie A teams).
The project was a refreshing change of pace, allowing me to get back to basics with just HTML and PHP—no WordPress functions, plugins, or themes in sight.
The experience reminded me of the joy of pure coding, free from the frameworks and conventions I’ve relied on for years. It was also a pleasant surprise to snag the fantatools.com domain—I still can’t believe it was available!
While this project started as a fun side endeavor, it’s been rewarding to create something completely outside my usual wheelhouse. Whether it grows into something larger or remains a personal playground, it’s a reminder of the endless possibilities in the world of web development and how much fun it can be to build for the sake of building.
Life’s Rollercoaster
2024 wasn’t just a year of professional milestones—it also brought deeply personal challenges. I faced the loss of three important people in my life, which was a heavy reminder of how fragile and precious our time is. On top of that, my dad has been battling a serious illness, and it’s been an emotional journey for the whole family.
Amid the difficulties, my little kid has been a source of joy, distraction, and pride. Whether it’s the endless questions, the boundless energy, or the moments of pure innocence, they’ve kept me grounded and reminded me to focus on the present.
This year was a rollercoaster of emotions, blending grief, worry, and gratitude in equal measure. Through it all, I’ve found strength in my work, my community, and my family, navigating the ups and downs one step at a time.
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