[zh-CN translation of the content]

Growing against the grain has tremendous challenges, but it has also yielded (big) rewards for Alen Malkoc of HulkApps..

He violates industry orthodoxy, which holds that agencies and freelancers should focus on a single strength, develop a team around that ability, and focus on executing it very well. They claim that it is superior to providing a wide range of services that you only do halfway properly..

Nonetheless, Alen disagreed. Indeed, his agency — which began by creating themes, then expanded into new markets to include web design/development services, and most recently began developing Shopify Apps — provides excellent products and services and is a success in every way, demonstrating that what works for most isn't necessarily right for all..

Maybe he's the exception, or maybe he's truly managed business chances wisely over the previous eight years (we suspect the latter). In any case, Alen is perplexed as to how HulkApps managed to prosper while adopting the less-traveled path.

"I believe part of it is that we recognise that each channel has its own distinct style of operating," he added. "We haven't attempted to do everything at once; instead, we've developed into multiple channels and markets, and we can understand these distinctions and find unique methods to work around them."

I recently met with Alen, CEO of HulkApps, to discuss how to grow a service firm. We'll learn how he expanded to provide three key services, the challenges he experienced along the road, and the advantages of servicing retailers from every viewpoint.

How HulkApps expanded its services as an online business

HulkApps began developing Shopify themes in 2018, but after witnessing how the business was booming, they thought it was time to make their move and launched their first app on the Shopify store in 2019.

For a year, HulkApps focused on building Shopify themes, but by 2020 Alen picked up on a pattern he could no longer ignore.

"We had so many requests for modest adjustments from our theme clients that we basically turned the firm away," he stated. "With each passing month, the opportunity became larger, and it seemed ridiculous not to take advantage of it." That's when we ventured into the realm of services.”

Following that, Alen says it was only a matter of time before they began looking into the apps space for another chance.

"We discovered that everything we learnt about retailers while providing customer service and promoting our themes was like gathering intel that we could apply to our next ventures," Alen explained.

That information aided HulkApps' theme work, but moving into applications meant they were maximising the value of that knowledge and expertise.

'If you had asked us a few years ago if we were going to be a 360° partner, we would have definitely replied 'no, let's just stick to themes.' But the way it happened — organically, in response to the opportunities we found, and the capabilities we developed as a team — made it seem inevitable."

How To Successfully Grow a Business

HulkApps currently has 10+ themes in the Shopify Theme Store (with more on the way), 18+ Apps in the Shopify ecosystem, has provided custom services to thousands of Shopify merchants, employs 85+ people, and has over 50,000 app downloads for the apps since launching Mobile App Builder just two months ago..

While their progress and evolution have occurred naturally, they have not been without challenges. Here are some of the things Alen acquired while building and managing a 360-degree organisation. Here's how HulkApps can help you build your service business.

1. Focus on the right possibilities to extend your business to new markets

"The risk of over-diversification or loss of focus is always evident with a business like ours," Alen explained. "It's all the 'jack of all trades, master of none' problem."

A Shopify Plus project is quite different from a theme project, and an app project is very different from a theme project. You must have well defined processes in place, as well as good project managers to guarantee that those processes are followed..

Alen adds that, from a commercial standpoint, it's also important to ensure that you're not expanding all services at the same time and at the same rate. Everything revolves around timing.

"We're not simply arbitrarily expanding sections of our business for the sake of expanding them. We scaled selectively based on the location of the opportunity.”

Knowing when to scale may be difficult, and it may still be a struggle for Alen — for example, he believes he has waited much too long to begin building applications. But, as the CEO argues, what makes it simpler is to have a comprehensive awareness of your industry, your company's strengths and shortcomings, and to make the transition into something new when you're truly ready..

2. Working with clients

Learning how to operate the "right way" with clients was a problem for HulkApps when company transitioned into providing Web design/development services.

"A theme or app team normally does not have to work with merchants in the same manner that a business team does," Alen explained. "With services, you need someone who is comfortable reaching out proactively, eliciting meaningful input and criticism, managing priorities, and putting out inevitable fires."

HulkApps didn't have somebody who could play that position at first; someone who knew how to make the customer feel in charge while still being able to exercise professional competence inside the relationship and drive the project toward a favourable outcome.

"It's been difficult since that aspect of the business should always be a top priority because your relationship with your customers and clients is what allows you to perform a good job." And it's also what makes or destroys you when it comes to scalability - their word of mouth is the cornerstone of your brand's legitimacy, which is huge.

When HulkApps purchased a small interface design agency, they were able to swiftly and efficiently address that and other company needs. It brought in a solid team that understood the nuances of working with clients, as well as how to deal with a brand, interpret the storey, and handle the size and breadth of various sorts of clients.

It also aided HulkApps in refining their Project Management strategy. Alen no longer had to deal with all of the clients on his own. He feels that two jobs in particular helped him scale: project managers and a director of client services.

"Our project managers are highly cautious when it comes to dealing with our clients. They convey where we are in terms of reach and timetable, what clients require in terms of feedback, when the next meeting is scheduled, and so on."

A director of customer relations, on the other hand, has little to do with day-to-day operations but gives clients the VIP treatment while ensuring that everything runs properly. Most importantly, when something goes wrong on a project, this position serves as an escalation point for clients.

"It was unpleasant early on to realise that these perspectives were critical," Alen said. "Hire these folks as quickly as possible, but do it with caution." It's a delicate profession that necessitates a wide range of sophisticated talents in communication, organising, and comprehension. They must be a perfect fit since they will successfully represent you and your company."

3. Communication is key to expand a business offering

Aside from specific roles and responsibilities, Alen has worked hard to strengthen another aspect of HulkApps: communication. Understanding this, whether internally or with consumers, has only aided his company's growth.

"So much of the turmoil that you can get yourself into in a project is due to communication or miscommunication," he explained.

Projects ultimately run into issues; dealing with clients, partners, altering tastes, and technology is a fact of life. They may, however, all be remedied if you are persistent in making adjustments and exhibiting your genuine interest in the success of your team or firm.

"The bulk of customers are rational and recognise that initiatives are encountering roadblocks," he added. "When you're open, honest, and upbeat about the challenges you confront, others will notice. After all, they are business owners, and chances are they have worked there previously."

Internally, the same is true. It's becoming increasingly important for the HulkApps team to communicate effectively and consistently with one another, especially with three distinct divisions. As a result, they were able to obtain critical merchant information and even identify major market possibilities as they developed.

"By speaking freely as a team, we ensure that the greatest ideas emerge, that problems are addressed immediately, and that the firm as a whole operates effectively."

How Do Businesses Expand?

With so much experience under his belt, we asked Alen to list his top five actionable business expansion strategies for others to use and grow their business:

Communication is king:

Clear and open communication is your most valuable asset as a business, whether you engage with clients, partners, or the team. Effective communication will fix almost any problem; ineffective communication will just strengthen it.

Invest in your team:

Don't believe that amazing products and ideas are simply a question of time and effort, or that everyone with a copy of Sketch can create a theme, app, or bespoke storefront. Invest in the proper people, treat them well, and then help them grow their talents.

We should not assume that creating excellent goods and concepts is just a question of time and effort; that anyone with a Sketch copy can design a theme, app, or bespoke shop. Invest in and manage the proper people, and then invest even more in assisting them in improving their talents.

Set your own standards:

Most customers lack the complexity or ability to distinguish between average and fantastic work, making it tempting to avoid keeping them happy rather than going forward and developing something genuinely exceptional. But here's the short game: if you're attempting to build a brand, you must set your own expectations and adhere to them in everything you do, even if it requires more price or work.

Learn from yourself:

Every project you work on, whether it's for your own product or for a customer, will provide something significant from which you may learn. You should not pass up the opportunity to change by rushing through the next item without pausing to ask yourself, "What have we learnt from this?”

Timing is everything:

Don't just start a new business because you believe you can. Understand what the market is doing now, where it is headed, and how it compares to your current capacity and growth ambition. When the moment is right, you'll know.