"I need a zip code search."
That’s how it started.
Over fifteen years ago, a client needed a way for visitors to enter their zip code and instantly see if service was available in their area. Simple concept.
Except nothing existed for it.
After digging through the WordPress plugin repo and premium marketplaces, I couldn’t find a solution. So I built one.
Then the idea expanded.
Instead of limiting it to zip codes, why not make anything a trigger, and anything the response? A message, a video, an image, anything based on user input.
That became WPTriggers.
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What I learned
- Building and shipping a WordPress plugin end-to-end
- Marketplace distribution, support, and lifecycle management
- Hiring and managing subcontractors
- Producing a product promo video (voiceover included; would use AI now)
Why I shut it down (2021)
- Sales declined.
- Users wanted updates.
- Updates required capital.
- That loop wasn’t sustainable for the revenue it was producing, so I pulled it.
What I’d do differently now
- Attempt to sell the asset instead of shutting it down
- Rebuild it as a platform, not a plugin. Specifically, I would host the configuration system on a central domain (e.g., wptriggers.com), generate embeddable JavaScript, and make it work on any website. Instead of a one-time sale, I would charge a small monthly fee. Recurring revenue would fund ongoing development and make it a stronger acquisition target.
What I’ll always remember:
When the video at the top of this page first went live in April 2019, I remember FaceTimeing my grandmother and I played it for her. She was impressed. She passed away suddenly less than 36 hours later.