Business is where ideas meet outcomes. It’s the space where WordPress stops being just a tool and becomes a revenue engine, whether you’re running an agency, building products, scaling a SaaS, or growing a content-driven business.
That’s why Business deserves focused attention. Understanding how to turn effort into sustainable income is what separates busy work from meaningful growth.
Why business matters beyond the obvious
When we talk about business in the WordPress ecosystem, we’re not just talking about making money. We’re talking about building something that lasts. Systems, processes and strategies that continue to deliver value over time.
And that requires more than technical skill:
- It’s about positioning. Knowing who you serve, what you offer, and why it matters in a clear and convincing way.
- It’s about marketing that works. Not noise, but targeted communication that attracts the right audience and converts them.
- It’s about pricing with intent. Charging in a way that reflects value, supports growth, and avoids the race to the bottom.
- It’s about scalability. Moving beyond one-off projects towards recurring revenue, products, or systems that do not rely entirely on your time.
- It’s about resilience. Building a business that can adapt to market shifts, new technologies, and changing client expectations.
In short, WordPress gives you the tools. Business thinking determines whether you build a job or something far more valuable.
The Talks
Three levels of atomic product-market fit
Speaker: Debbie Levitt
Where: Track 1
When: Saturday 6 June at 09:45
Session page: Three levels of atomic product-market fit
Most teams think they’ve found product-market fit when they hit one good metric, like downloads, signups, or initial sales. But real PMF happens at three levels simultaneously: macro (market-wide value), meso (features and services), and micro (interactions, moments, and experiences).
PMF can be fleeting. You celebrate validating it, but months later, users have disappeared, and you wonder what went wrong. Teams are surprised when users hate the new feature, utilisation is low, or complaints are high.
This session will teach my new Atomic PMF model. Learn what tends to block finding and keeping PMF, and how to better convert and retain your target audiences.
Atomic PMF: If your company likes failure, they’re really going to love success!
Perfect for: Entrepreneurs, freelancers, strategists, startup teams, and Fortune 500 workers and leaders. This isn’t an all-or-nothing framework; take what works for your context, use it as a starting point, and evolve it.
Debbie Levitt, MBA, CPIC, ACC, is the CXO of Delta CX. She’s a Customer and User Experience (CX/UX) Strategist, Researcher, Service Designer, innovator, and change agent. She specializes in reconnecting companies with their target audiences to boost satisfaction, conversions, retention, and growth. Focusing on product and service strategy, she identifies and solves problems and their root causes.
Clients call her “Mary Poppins” because she flies in, improves everything she can, sings a few songs, and flies away to her next adventure.
In addition to her six published books about business and work, Debbie writes articles on her RBeforeD Medium publication, and has over 1,000 videos on YouTube across two channels (Delta CX and the newer channel, Delta CX Hive). “Atomic Product-Market Fit” is her latest book, published in Feb 2026.
She offers corporate training as well as individual and team coaching on better processes, strategy, and tactical work. She is also a personal and professional development coach. She loves being a catalyst: pushing boats out and ensuring people know how to row them.
Follow her work on WordPress.org as @deltacx
WordPress ROI map: engineering business value with BMC
Speaker: Irfani Silviana
Where: Workshop 1
When: Friday 5 June at 11:45
Session page: WordPress ROI map: engineering business value with BMC
Understand your client’s Business Model Canvas (BMC) to deliver impactful value and solve their core problems. This session introduces the BMC as a ‘translation layer,’ helping developers shift from building features to engineering business value. Learn how to uncover hidden client needs and communicate the value of WordPress solutions.
Irfani Silviana is a Full-Stack Developer at Edamame Agency, a Kraków-based company specializing in custom web design and development for WordPress and WooCommerce ecosystems. Holding degrees in both Informatics Engineering and an MBA, Irfani occupies a unique “dual-perspective” space where deep technical architecture meets high-level business strategy.
At Edamame, she focuses on delivering Strategic Technical Alignment: a professional mindset where every technical decision serves a specific business KPI. From architecting complex regulatory workflows to scaling e-commerce platforms, Irfani’s approach is rooted in the belief that a website is not just a digital asset but a strategic engine that drives a company’s business model.
Follow her work on WordPress.org as @irsilviana
Stop positioning into obscurity to unlock growth
Speaker: Liza Bogatyrev
Where: Track 1
When: Saturday 6 June at 09:00
Session page: Stop positioning into obscurity to unlock growth
In this session we explore why product marketers fail to drive revenue and product adoption despite doing everything they are expected to in a textbook perfect way.
Liza has been doing product marketing since before the discipline had a cool name, working across telecom, IT infrastructure, and logistics before landing in web hosting, where she now leads WordPress product marketing at one.com (part of group.one). Her relationship with WordPress started much earlier, back when its market share was still in the single digits.
A self-described product mom, Liza is equal parts strategist, cheerleader, and messenger of tough love when your positioning isn’t pulling its weight. Her one rule: positioning is not a vibe, but the starting point for every business decision.
Besides launching and re-launching WordPress products, Liza has spent several years organizing WordCamp Europe and local WordPress meetups in Sweden and Denmark. When she isn’t rage-refreshing her BI tools, she’s likely chasing her kids or scrolling through an alarming amount of hedgehog content.
Follow her work on WordPress.org as @lizabogatyreva
AI won’t save your marketing (but it might save your time and money)
Speaker: Monika Dimitrova
Where: Track 1
When: Saturday 6 June at 10:30
Session page: AI won’t save your marketing (but it might save your time and money)
AI won’t fix a weak strategy; it will just amplify what you already have. This talk explores why some businesses see real results while others produce more of what wasn’t working, and how small businesses can use AI as an equaliser without losing what makes them different.
Monika has spent the last 10 years at SiteGround, where she leads growth marketing, business development, and new product launches. She’s perpetually studying something, and when she’s not working or learning, she splits her time between video games, grey skies, two very demanding cats, one very mature kid, and one very patient partner. That, and baking.
Follow her work on WordPress.org as @zwindey
How to make toast
Speaker: Stacy L. Carlson
Where: Workshop 1
When: Friday 5 June at 10:15
Session page: How to make toast
Learn how to break down complex work into clear, workable steps through a hands on, playful workshop. Using simple activities that reveal how processes really form, you’ll discover practical ways to build systems that support your agency, plugin, or freelance projects. You’ll leave with a repeatable method you can use anytime you need clarity, alignment, or a fresh way to plan your work.
Stacy L. Carlson brings 15+ years of affiliate marketing and strategic partnership expertise to her role as Director of Global Affiliate & Influencer Marketing at Automattic.
Her foundation is hands-on: in 2005, she launched her own e-commerce business, gaining firsthand insight into the dynamics of online business ownership and partnerships. She’s been working with WordPress since 2008, giving her deep familiarity with the platforms she now manages.
Known for building and nurturing profitable partnerships, Stacy combines entrepreneurial experience with a passion for systems and processes, bringing structure and scalability to the affiliate and influencer strategy across Automattic’s portfolio.
Follow her work on WordPress.org as @fortissimo1009
Human in the loop means something
Speaker: Tammie Lister
Where: Track 1
When: Friday 5 June at 11:45
Session page: Human in the loop means something
Human in the loop is supposed to mean something. Instead, it’s become a comfort phrase. A checkbox instead of a choice about who does what.
Humans bring knowledge, judgment, and context. AI brings scale, pattern recognition, and capacity beyond any individual. The real work is building products where both do what they’re good at. When you get that right, both do more than either could alone.
This talk is practical and honest about where systems fail. The way we build products has changed. Recognising that means understanding where we as humans need to collaborate.
Tammie Lister is Chief Product Officer at Convesio. She has a hybrid background across product, design, psychology and development. She contributes to WordPress and is passionate about Open Source, making products and drinking tea.
Follow her work on WordPress.org as @karmatosed
Nobody knows what you know (and that’s your problem)
Speaker: Vassilena Valchanova
Where: Track 1
When: Saturday 6 June at 11:15
Session page: Nobody knows what you know (and that’s your problem)
You’re good at what you do—but nobody knows it. This is the expertise-visibility gap, and it’s the reason talented WordPress professionals stay stuck at the same level while others land bigger clients, charge higher rates, and work on exciting projects.
Being good at what you do is not enough. The WordPress market is crowded. Clients can’t tell the difference between a 10-year veteran and someone who finished a course last month. Unless you make that difference visible.
In this talk, learn the three visibility channels that actually build thought leadership, the types of content that position you as an expert, and how to identify your “Remarkable Content Angles”—the perspectives that make you the obvious choice for the right kind of clients.
Vassy is a content strategist and brand messaging expert who helps companies and consultants become known for what they know. Over 15 years, she’s worked with tech companies, B2B agencies, founders, and individual experts to turn their expertise into visibility—through brand positioning, content strategy, and thought leadership.
She’s built her own reputation from scratch, without a big agency or famous company behind her, and now helps others do the same. Vassy speaks at conferences, runs workshops, and shares what she’s learned through her blog and courses, all of which can be found at https://valchanova.me
Follow her work on WordPress.org as @vasvalch
Agentic AI & WordPress: from prompts to tools & systems
Speaker: Vito Peleg
Where: Workshop 2
When: Friday 5 June at 14:30
Session page: Agentic AI & WordPress: from prompts to tools & systems
Prompts chat; Agents act. In this hands-on session, you will move beyond LLMs to build a tool-using AI workflow. We’ll engineer a system that audits a live WordPress site, validates the results, and generates structured tickets. Bring your laptop; leave with a deployment-ready workflow.
Vito Peleg is the founder and CEO of Atarim.io – an AI-powered collaboration platform used by tens of thousands of web professionals worldwide. A former WordPress agency owner, Vito is deeply rooted in the WordPress community and its evolution. In 2021, he led the development of one of the first AI implementations inside WordPress, and today focuses on the shift toward agentic AI, helping creative teams move from simple prompts to systems that actually execute work.
Follow his work on WordPress.org as @wpfeedback
How to not fail when expanding globally
Speaker: Wendie Huis in ‘t Veld
Where: Track 1
When: Friday 5 June at 10:15
Session page: How to not fail when expanding globally
Your webshop is ready to go international. Exciting, terrifying, and often more complicated than anyone budgeted for. Whether you own a shop or help clients build and grow one, you already know that translating pages is the smallest part of the process.
This talk focuses on the things people consistently forget when going global and the questions you should ask before launch. We’ll look at cultural differences that quietly sabotage marketing, pricing, and currency choices that affect trust and conversion, payment methods people actually expect to see, and shipping and returns that mean very different things depending on where your customers live.
No deep tech. no code. Just clear, usable guidance for webshop owners and the agencies that help them achieve international growth without international chaos.
Wendie discovered WordPress in 2009 and turned a growing curiosity into a career in 2011. She now works at Clonable as a Customer Success and Support Manager. Beyond tech, she is involved with De Liefdesdokter, a learning collective focused on interpersonal connection. That work deeply influences how she approaches technology: building tools, communities, and support experiences that center human needs first.
Follow her work on WordPress.org as @dolgelukkig