Your Own Marketplace

The next logical step is to launch your own marketplace, similar to WooThemes, RocketTheme, Elegant Themes, and plenty of others.

Many of these sites are subscription based, meaning that buyers aren't paying specifically for one template. Instead, a yearly subscription grants them access to every template in the catalog.

It's important to note that, generally speaking, a subscription-based model will appeal more to freelance coders than to those who are simply in need of an attractive business template for their company. In the latter case, the term "subscription" is less of a selling point and may even scare them away. After all, they're already going to be paying monthly for web hosting; why would they want to pay a subscription just to use a theme?

If you choose to sell themes individually—which is the most common method—there are several considerations that must be taken into account.


What licensing structure will you choose? GPL? 100% proprietary (which Matt Mullenweg often refers to as "evil")? A combination of both, perhaps, as discussed previously? I would personally recommend against a proprietary license, as this really does fly in the face of the spirit of WordPress.

How will the theme be used?

Equally important is the need to consider how your theme will be used. Will this have an effect on how much you charge? For example, consider two buyers: John and Jane. John simply wants a new skin for his blog. Jane, on the other hand, intends to redistribute the theme as a freebie in her monthly web magazine publication.

With this knowledge, is it fair for both John and Jane to pay the same amount? Depending on your license choice, maybe not. If your theme is fully GPL-licensed, then the discussion is moot, because you're unable to restrict either buyer's right to redistribute your theme. On the other hand, if your theme is dual-licensed, you might consider offering both single-usage and more expensive extended licenses.

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