We’ve really enjoyed getting to meet ThemeFuse Co-Founder Dimi Baitanciuc. For our last hurrah, we’ll talk about ThemeFuse’s pricing strategy. After all, you want to know why ThemeFuse charges the prices it does, right? We’ll also talk about how Baitanciuc’s friends and family react to his life as a WordPress guru. Do they actually understand what he does for a living?
WPHub: ThemeFuse offers one-time theme purchases as well as subscriptions. How did you settle on the pricing structure and rates you have today? What purchase and retention numbers can you share?
Dimi Baitanciuc: The pricing structure makes sense for both types of users we usually see on our website. Most of them only need one theme and therefore we offer the single-theme purchase option with prices starting at $49, a fairly conservative and “in-line with the market” price.
Some users are developers who need more than one theme and need a wide variety of them for building websites for their clients. For this type of customer, we have the Club Membership, which gives them access to all of our themes for a cheap monthly fee.
As for numbers, we currently have around 25,000 registered customers. Most of them come back for a second purchase when they need a new website.
WPHub: We noticed that you offer a free WordPress theme. Has that helped get people in the door to potentially make a purchase down the road?
Dimi Baitanciuc: Some users need to first play with one of your themes to get a feel for the craft, and a free theme is the perfect way to let people do that. We have seen a very high number of people who come in and create an account just to download the theme, and from our analysis, many of them bought a premium theme from us in the weeks after they got the free theme. It’s a somewhat risky idea because it can cannibalize some of your sales, but if the theme portfolio is differentiated enough, it should be fine.
WPHub: What is your general philosophy on theme design?
Dimi Baitanciuc: We love all kinds of design, from really detailed to minimalist approaches, and depending on the current trend, we cover basically all of these angles. We can do that because we have more than one designer here and occasionally work with freelance designers who create themes for us.
WPHub: You don’t offer plug-ins and several other add-ons that other sites do, although you have widgets and features within individual themes. Why is that?
Dimi Baitanciuc: We only have one plug-in that we distribute for free: the Maintenance plug-in. It was a good idea back then, but creating plug-ins that work with every theme out there is time-consuming and very unprofitable unless you go all-in. You have to offer support for it, have people waste time testing and implementing updates when new versions of WordPress come out, and it is basically not worth it for us. We prefer to focus all of our attention on add-ons for our themes like Reservation, Contact Forms, and Slider modules that we recently implemented.
WPHub: What do you do outside of work and WordPress? What other hobbies and interests do you have?
Dimi Baitanciuc: I like to hang out with friends and family and travel the world. Other than that, I like beer, sports, and girls (for those of us who aren’t married). You know, the usual suspects!
I have a three-month-old son, so I have my hands full in my spare time. I studied classical guitar in high school and still play when I get the chance and I enjoy gaming. There used to be a time when I played a lot, but now I’m struggling with Far Cry 3 since its release.
WPHub: What are your friends’ and family’s takes on your love of WordPress? To what degree have their lives been influenced by ThemeFuse?
Dimi Baitanciuc: Most of our friends and families are not tech-savvy and don’t fully understand what WordPress is or what we actually do. But, they are happy to see us happy and motivated and, of course, the good financial outcome that we currently enjoy is a plus for them and for us. This whole ThemeFuse thing definitely changed our lives for the better. We are relaxed and laid back, trying to live in the moment. Sometimes it’s hard for us to believe that it really is this easy to be successful and do what you love every day.
This is the conclusion I’d like to make: if you do what you like and work hard on your skills, you’ll definitely make it out there, as there’s enough room for everybody to be successful.
If you missed our previous interviews, you can get caught up:
Link: Part 1 of our interview with Dimi Baitanciuc
Link: Part 2 of our interview with Dimi Baitanciuc
Link: Part 3 of our interview with Dimi Baitanciuc