Welcome to Press This, a podcast that delivers worthwhile insights and actionable suggestions for navigating the ever-evolving world of WordPress.
On this episode, host Brian Gardner and NitroPack Co-founders Mihail Stoychev and Georgi Petrov talk about WP Engine’s acquisition of NitroPack—what it means to clients and what’s subsequent for them.
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Brian Gardner: Hey all people, welcome again to Press This. I’m your host, Brian Gardner, and immediately we now have a rare episode. We have now traditionally introduced in friends from the group, and immediately is exclusive as a result of we now have an agenda to share. A lot of you who’ve adopted WP Engine could know that we introduced final week that WP Engine acquired NitroPack.
As we speak, we now have very particular friends, co-founders Georgi and Mihail, becoming a member of us to speak a little bit bit in regards to the acquisition however, extra importantly, about NitroPack itself, what it’s, why it exists, and who it’s for. We need to share that with the viewers as a result of the founders behind the product have an awesome story, and the co-founders will share that.
Earlier than we begin, Georgi and Mihail, I’ll have you ever introduce yourselves individually; give us some context relating to your WordPress origin. However earlier than we go there, congratulations. Congratulations to you each on a well-deserved acquisition. I do know from private expertise, particularly with WP Engine buying StudioPress and our Genesis framework, that I’ve sat in the identical seat you guys are in.
So I perceive it’s a busy time and quite a bit is occurring. So, thanks, before everything, for taking the time to be on the present. Mihail, let’s simply begin with you. A bit little bit of your WordPress origin story after which Georgi, after which we’ll get into how that led to NitroPack and go from there.
Mihail Stoychev: Hey Brian, thanks for having us. Pure pleasure. It’s been hectic final week, let me let you know. Speaking about being very busy, we now have been making an attempt to be on the busy aspect for the previous 14 years with Georgi. How NitroPak got here to fruition: we had an enormous buyer with a busy eCommerce web site working within the Center East. That was again in 2011, 2012. So, we had been engaged on a platform referred to as OpenCard. And that was a platform of selection for this buyer specifically. And the shop was nice. We made it. It was okay. However the velocity across the web site was by no means the place the client wished. They might at all times complain about several types of fallbacks and different experiences, inflicting churn. So, what we did is we mentioned we knew the best way to clear up this. We created NitroPack. We referred to as it NitroPack as a result of it mixed multiple optimization metric. So, we might smash and optimize the photographs.
So, we are going to minify the assets and handle the CSS and HTML, and because it has multiple characteristic, we name it NitroPack. We created this idea in 2019 for WordPress since that is the place the market is. We love open supply and serving a way more intensive array of consumers, which is how we got here to exist within the WordPress retailer. Let Georgi proceed the story from there.
Georgi Petrov: Yeah, simply constructing upon what Mihail mentioned once we launched NitroPack IO in 2019, what we wished to realize was to supply an all-in-one answer as a result of it was too difficult to have CDN on one aspect, picture optimization on one other aspect, caching on a 3rd aspect, and fonts optimization on the fourth aspect. So, we determined to mix every little thing in a single product and go along with NitroPack IO. So that is how the present and the large model of NitroPack was born, NitroPack IO.
Brian Gardner: I’ve been constructing WordPress web sites since 2006, and one aspect of the net that I’ve by no means actually gotten into is kind of this complete caching and velocity and CDNs and stuff like that, primarily as a result of I’ve by no means wanted to make use of any of that. So due to that, I’m at all times a little bit bit behind the curve on understanding how caching works and the way web page speeds, issues are compressed, and all of that stuff. So, it’s been fascinating for me to dive deeper into this as soon as we introduced the acquisition. And so, I’m curious in regards to the creation of NitroPack. If you happen to guys don’t thoughts, Georgi, we’ll begin with you after which Mihail. Earlier than NitroPack, what was your expertise with WordPress, and the way did you come to WordPress forward of even the concept of making NitroPack?
Georgi Petrov: Thanks for the query. All of us witnessed implausible progress within the WordPress ecosystem. My first contact with WordPress was in 2007 or 2008 after I constructed a WordPress web site. Issues have modified quite a bit since then. I additionally co-organized the primary WordCamp in Bulgaria, the place we invited Matt in 2009 or 2010; I’m making an attempt to recollect the date.
And yeah, since then, issues modified quite a bit, and since then, like me and Mihail, we began doing open supply freemium, then we moved to SaaS within the software program world and again to 2000. In 2018, we crossed paths once more with WordPress, the place we recognized that NitroPack IO might drastically profit WordPress as a platform by creating synergies by combining all of the merchandise out there at the moment out there. Yeah, success was fairly near launching. Since we launched, the group and the customers have appreciated our answer, and it has began rising on a self-serve foundation, utterly like a web based answer, a web based advertising and marketing answer out of Bulgaria.
Mihail Stoychev: My first contact with WordPress was the web site we constructed for my mother. I really like you, Mother. We constructed that in 2012 or 2013. I can’t recall the precise yr, however the web site stays the identical after a few years. We’re simply updating it. So it comes to talk to WordPress’s influence on the entire ecosystem, the entire web.
Many issues we take immediately with no consideration wouldn’t be right here in the event that they weren’t the stepping stones, and I consider WordPress is a large stepping stone for everybody to understand immediately.
Brian Gardner: It’s humorous how WordPress again within the day was so easy, after which it grew to become advanced after which provided simply with it being open supply, so many choices and availability to kind of construct into it and construct out of it, which is undoubtedly what NitroPack is. I’ll admit this, I mentioned. Being a novice on the subject of this kind of factor, what I really like most about it’s doubtless the muse of the success you guys have had.
I’m going to learn your web site’s article about NitroPack. As a result of I believe we should always spend a couple of minutes simply speaking about it. And so, your web site says NitroPack is an all-in-one cloud-based website velocity answer that optimizes WordPress, WooCommerce, and custom-based web sites. And that is the catch. It requires no coding or tech abilities, so each web site proprietor can set it up and see enhancements in lower than three minutes.
Now, that may be a daring declare—one which I actually assume once more helps with anyone as a result of, like me, you don’t want the talents to do it. And as we’re kind of on this no-code WordPress evolution, let’s discuss a little bit in regards to the behind-the-scenes a part of NitroPack. Like what precisely it does after which go into the way it works and the way a person can set it up and
I imply, it’s virtually for anyone who owns a WordPress web site and past; I understand that you simply guys, from my understanding, NitroPack and kind of the expertise work exterior of WordPress itself. Let’s discuss a little bit bit, possibly Georgi; I’ll ask you particularly in regards to the meat and potatoes, so to talk, of NitroPack and the way it impacts web sites.
Georgi Petrov: Nice. Effectively, we’re very completely different from every little thing else on the market. We’re completely different in how our expertise is designed, which makes us very completely different.
So, when designing NitroPack, we boldly determined to take away all of the heavy lifting and optimization operations from the internet hosting supplier and put them on our servers within the cloud.
That was a superb strategic and architectural determination as a result of it allowed us to scale and apply rather more important optimizations than some other answer might present. So, for instance, heavy picture optimizations, video optimizations, HTML optimization, and something that’s tremendous heavy and can’t run on shared internet hosting suppliers are with us.
For the world, we’re merely an API, and we now have a easy WordPress connector that connects to this API. We do all of the heavy lifting. We have now our crawler, which crawls your web site the way in which Google crawls your web site. We index the web site via completely different gadgets, create device-specific variations, and, in the long run, the result’s device-specific light-weight HTML information instantly served to your guests from us produced for you. That’s roughly how we function and what our worth is.
Brian Gardner: Now, at WP Engine, we discovered the worth in partnering with you forward of the acquisition. I don’t keep in mind precisely how far again this goes, however we launched Web page Pace Increase to our clients, which is part of the expertise behind NitroPack. We applied that in a approach that our clients might make the most of, which gave us a price add and put us forward of the competitors.
Mihail, let me ask you this: Are you aware the origin of that first a part of the partnership? Are you able to communicate to that with the present iteration of Web page Pace Increase through NitroPack and what which means for our clients, particularly proper now? Then, we will transfer into what’s subsequent and what’s to return.
Mihail Stoychev: Yeah, that’s an awesome query, Brian. Thanks. We began based mostly on our shared DNA that WP Engine’s quick internet hosting. Then NitroPack is a product that helps velocity up many issues to place some information behind this. So, there may be this portal referred to as Google Knowledge Studio. Right here, you possibly can examine how the completely different platforms and caching options rank relating to passing Core Internet Vitals. What are Core Internet Vitals? That is Google’s approach of displaying how customers expertise an internet site as soon as they land on it. So, that is barely completely different from PageSpeed, which is a rating. It’s an integer between one and 100.
Based mostly on this rating, you see how briskly your web site hundreds in a shared take a look at. So it’s not like the true customers, however it’s like a server that simulates how briskly your web site hundreds. That is crucial approach for Google to see how customers carry out as soon as they land in your web site. So that is very, crucial for us.
As we realized once we initially began speaking with the WP Engine people, it’s additionally quintessential for the WP Engine. When designing NitroPack, I might solely step on what Georgi mentioned. We realized that almost all customers need to give attention to making a profitable enterprise, a profitable weblog, a profitable information outlet, a gallery, a self-representation web site, and a reputation, and so they need to be so simple as doable. So, we designed NitroPack initially with a simple setup. You register on our web site or obtain NitroPack from the WordPress extension listing, and then you definitely create an account, click on one button, and choose the mode wherein you desire to every little thing cached. So please take it because the drive selector on the automotive.
The place you may have consolation, you may have quick, we now have nitro, ludicrous modes, completely different modes, relying on how aggressive you want to go, and then you definitely’re all set. So that is the place our promise for 3 minutes comes from. Once we initially began pondering in the identical path with WP Engine, our cornerstone determination was, can we make an answer that is so simple as doable for the tip person, the place they will get instantly seen advantages on the way in which that their web site hundreds and this could occur with a single click on of a button? So that is how we got here up with NitroPack OneClick: You want just one click on to set it up. WP Engine loves our proposed answer, and that is how PageSpeed Increase was born by NitroPack.
The WP Engine viewers took it very warm-heartedly. We noticed important adoption and advantages however solely a little bit assist, which is at all times good. So that is once we knew that, all proper, this factor works. And we’re tremendous glad to pilot it with among the finest internet hosting suppliers.
Brian Gardner: Effectively, we actually recognize that. One of many issues I really like most about WordPress and the open-source group is that there are such a lot of alternative ways to be part of it. And since it’s such a posh ecosystem for me, I really like design. So it’s my aim to beautify the net and to make it extra lovely, clearly practical,
You understand, with you guys, it looks as if, you realize, you’ve got down to set up a quicker net that hundreds extra effectively, which is extra pleasant for customers to expertise an internet site, clearly for issues like Core Internet Vitals and PageSpeed and all of that. It additionally accomplishes that. Do both of you may have some origin story for what made you care about making the net quicker?
Mihail Stoychev: I believe we each achieve this. Georgi, why don’t you go first?
Georgi Petrov: Yeah, so we do have an origin story, and this story modified over time as a result of the net modified over time. So, the issues we had been going through on the internet in 2013 had been, I’d say, about 50% completely different from the issues we’re going through proper now when it comes to efficiency. However the backside line for us was that we wished a extra desktop-like expertise on the internet as a result of the web connections had been slower then. So, it was an apparent downside to resolve.
Additionally, browsers and computer systems had been much less succesful, so it was simple to know that it wanted to be solved however might have been extra simply solvable. Methods like placing all the photographs into one picture, loading just one useful resource, and displaying solely a part of the useful resource on the entrance finish had been big differentiators that improved the person expertise.
In 2024, this efficiency website of net loading transformed extra to a user-centric efficiency, which implies that now we’re analyzing issues like how the person is definitely experiencing the net web page, whether or not we’re serving the seen half first after which delaying every little thing non-visible, and whether or not the person is interacting in the suitable place.
Is he getting responsive interactions and issues like this? So, that is the place the present efficiency focus is. In all circumstances, our focus is on serving to the customers expertise quicker loading, which has been our largest motivator because the starting.
Mihail Stoychev: I charge this 10 out of 10 when it comes to a response. If I’ve to return to once we began, all through the evolution of humanity, individuals at all times wished it greater, quicker, and higher. So that is how we construct this as a stepping stone in the direction of what we attempt to obtain. We all know how vital it’s to make the net quicker.
In spite of everything, this was certainly one of Google’s credos as nicely. They made it not solely accessible, however we consider that they tried to make it quicker as nicely with platforms within the face of WordPress as companions. We wished to present our enter into making this mission a actuality. We selected velocity when it comes to a site, and we simply gave our greatest to be the very best at it.
Brian Gardner: I recognize what you guys have mentioned, and Georgi, I actually type of love the decision out of beginning with desktop and transitioning to cellular as a result of each facet of WordPress, whether or not or not it’s, you realize, web page loading and even design, you realize, once more, as a designer, the entire concept of responsive design cellular first and all of that kind of hits that that that crux of when issues some converted from like 50 % desktop to 50 % cellular and
It’s wonderful. Particularly going as granular as e-commerce and WooCommerce and making certain issues load quick from a search and person perspective. I recognize the emphasis on following the development of viewership on what gadgets. Once more, mobile-first responsive design, intrinsic design, and all that, like, is the language I take a look at this all from. And so I keep in mind even throughout the Genesis Framework days once we switched to a mobile-first type system. And, after all, the evolution of Gutenberg, the brand new block editor, and WordPress additionally has room for enchancment, as all of us can agree. Nonetheless, the intrinsic nature of that block editor serves up the flexibility for individuals to design and construct their web sites.
With the time we now have left. I need to shift over a bit right into a Web page Pace Increase for the acquisition. I’ll quote from our announcement in regards to the partnership with WP Engine.
And so, having bought corporations earlier than, we’re extremely selective about who we do enterprise with, and our journey with WP Engine has reaffirmed that they’re the suitable match for our crew, our expertise, and our clients, all of that are vital elements, by the way in which, not less than when. I’ll bounce into that rapidly. So, for these listening, there are lots of issues once you promote an organization. Is the factor I’m promoting getting valued? The cash a part of it issues.
But in addition the match, the kind of transitional piece. In different phrases, will the corporate do what I hoped I might do with my product however determined I didn’t need to do it on my own or wanted another person to take the baton and run with it? In different phrases, are they going to see out the imaginative and prescient? After which additionally, and for me, this was essential, and it was a delineating issue as to why the individuals mattered once we bought StudioPress to WP Engine.
I’ve at all times been a individuals particular person. I do know you guys are individuals, individuals, individuals additionally. It sounds humorous. However after I bought WP Engine with StudioPress, we had a comparatively small crew; possibly there have been 15 or 20. The 5 of us companions determined to not come over with that transition. However the individuals who made up StudioPress, those that made it successful, those whose households relied on it, I insisted it was a deal breaker.
And so let’s discuss a little bit bit much less in regards to the specifics relating to the cash as a result of that’s not vital, and certainly, enterprise is simply between you and the corporate. However let’s discuss in regards to the determination to promote, type of the way you guys as founders got here to that. Possibly among the course of. I wrestled with it as a result of it was my child once we bought, and handing that over is just not at all times straightforward. Let’s discuss a little bit bit in regards to the technique of the acquisition after which head into what’s subsequent for each Nitro Pak and the individuals. I imply, you may have lots of people in your About web page, people who find themselves a part of the NitroPack firm in numerous fashions.
We’re infusing a couple of of your people into our advertising and marketing crew, and I’m wanting ahead to assembly them. After which a little bit bit about what’s subsequent as a result of I do know what’s subsequent for you guys is a little bit completely different than what’s subsequent for NitroPack. So, let’s begin with that. Mihail, possibly speak about how the precise Conversations occurred and what issues you guys had relating to promoting to WP Engine?
Mihail Stoychev: At first, it occurred a lot quicker than we had anticipated. So we simply got here from one other exit and are on yr one plus our journey. We received approached first to see if we might do one thing collectively.
We at all times consider that is the suitable approach to be like a vet on tradition. The identical factor that you simply talked about, Brian, is the way you assume the opposite aspect will probably be, you realize, in a relationship as a result of an acquisition is a relationship. Partnerships additionally contain a particular sort of relationship. Issues work nicely with Web page Pace Increase and NitroPack OneClick. We began giving this a thought. And our logic was, nicely, we now have Nord of 200,000 web sites proper now, and WP Engine has 1.5 million. We have now 1 million web sites as a North Star on our thoughts. What’s the quickest approach to go to 1 million web sites?
As a result of, on the finish of the day, once we boast about serving to make the web quicker and bettering WordPress within the capability of what companies want essentially the most, we’re additionally constrained by time. So, if we will velocity up the method and companion with the best-in-breed supplier, would this be a win for everybody?
Somebody in a smaller firm wished to develop right into a place we don’t have, after which we might inform them we don’t have it, so that they must look elsewhere. Are we doing this particular person a favor, or are we simply not taking good care of them? We additionally thought of the identical issues you talked about about individuals on the map, and we thought, all proper, what could be finest for WordPress companies?
How can we attain this a million web site within the quickest method? Who can stick with it the legacy so NitroPack can proceed present as a examined and true model? And what can we do to assist our people excel of their careers whereas we stay targeted on one thing we love doing?
How can we keep this factor that we’re round and that we assist keep away from errors that may flip south and speed up the mission to achieve these objectives? These had been the right consideration parameters.
Is the participant revered within the trade? Examine mark. Is that this an organization that has already made acquisitions? So, are they going to handle the oldsters correctly? Sure. Can we broaden the workplace? We’re from Bulgaria, a small nation in Southeast Europe. Can we convey a worldwide participant to the native market the place they will develop and broaden?
Final however not least, will this legacy keep, and can we be extremely pleased with the place the corporate that acquired us on this case? We’re glad to say that WP Engine will take NitroPack in a couple of years, and we will say, my gosh, they’ve made it and even exceeded our expectations.
Brian Gardner: Effectively, Georgi, earlier than you bounce in, I’ll guarantee each of you, based mostly on my expertise, that the corporate tradition at WP Engine is implausible. The look after these coming in from an acquisition, in different phrases, the workers or contractors that include the acquisition, all people came visiting intact. Most of them have been right here because the acquisition and have discovered their approach via numerous elements of the corporate, simply figuring out alternatives and being acknowledged for his or her management abilities. And so I really like that six years after our acquisition, there are individuals within the firm at very excessive ranges who got here via the studio press acquisition and are like proud dad and mom. It’s like I knew my children, who labored for us, had been distinctive, expert, and distinctive.
And it took the acquisition and the combination of these individuals and the identification of their, you realize, talent units and all that stuff. Day by day we’re on calls, I really like seeing the combination of the cultures, no matter location, proper? A few of ours had been on the opposite aspect of the globe, which didn’t matter. And we made it work. And I do know we now have a substantial presence in Europe anyway, and we now have a hub workplace, not less than one. I guarantee you that these coming over with the acquisition will probably be nicely cared for.
Georgi Petrov: Thanks for sharing this, Brian. I can really feel it. Truthfully, I can really feel it. It’s already been a couple of days, however I can really feel it and am happy about our transfer.
Brian Gardner: Good. Yet one more name out earlier than, Georgi, I’ll ask you. I really like Mihail once you mentioned acquisition is a relationship as a result of it’s. Typically, it’s not; customers, group people, and all people concerned can detect when it’s not. And so I believe WP Engine has at all times, via the acquisition of StudioPress, Atomic Block, ACF, and Flywheel, been like it’s and at all times has been that approach for us. So I really feel very proud about that a part of it. So Georgi, let me ask you, now that WP Engine is the proprietor of NitroPack and with out essentially going into commerce secrets and techniques and all of that type of stuff, the place ought to, and I used to be requested this yesterday truly on certainly one of our group company companions’ calls. What does the longer term appear like? What ought to people anticipate from the togetherness that WP Engine and NitroPack can have now? Out of your understanding, as a result of I assume there’s been some dialog round that, what ought to customers anticipate shifting ahead? After which, after that, I need to know what you guys are going to personally do as a result of I do know you guys have already dedicated to engaged on the following factor, which is implausible. What’s subsequent for you guys?
Georgi Petrov: That’s a implausible query as a result of this is similar one for me. First, what will we anticipate from NitroPack, and the place will our focus go? We wish a greater and extra highly effective NitroPack inside WordPress and put jet engines on the present NitroPack web site. Our answer will keep open for any WordPress vendor on the market. Yeah, that’s going to be the main target of NitroPack. And what’s subsequent is definitely what’s subsequent complementing NitroPack, so we’re planning to launch an answer referred to as Navigation AI. It was showcased on Google IO this yr, and this answer will optimize navigation. It would predict the person’s following navigation, put together and optimize it, and play nicely with NitroPack. So this will probably be a complementing answer, and we’ll proceed constructing and innovating options associated to precise person expertise and bettering it.
Brian Gardner: Glorious. Mihail, how about you? What about you guys? Are you guys working collectively on this challenge?
Mihail Stoychev: We’re, so I believe Georgi took the stage to introduce it on behalf of each of us. In order that will probably be our, I don’t know, consecutive firm we do collectively. We type of already know our good sides. We all know our tasks. So this is likely one of the benefits of making issues with Georgi. We have now identified one another since college.
If anybody out there may be listening, they’re considering beginning a enterprise. That’s an awesome, great point. All the time search for a buddy you may have belief in. And should you’re searching for a internet hosting supplier, look no additional than WP Engine.
Brian Gardner: That’s the finest mic drop we will do right here. So, on that notice, we’ll name this one a session. Georgi and Mihail, once more, congratulations to you each on not your first exit however this exit specifically, because it impacts me and the WP Engine and WordPress communities. I want you guys each the perfect in Navigation AI. Thanks for sharing that a little bit bit.
I’ll comply with that journey to see what you guys are as much as and the way that works. As a reminder, the Press This podcast delivers worthwhile insights and actionable suggestions for navigating the ever-evolving world of WordPress. I’m your host, Brian Gardner. I’m a WordPress advocate right here at WP Engine. I really like exploring matters throughout the group and bringing in people from the group. I additionally drastically champion WordPress’s path with the block editor. We are going to discuss to you once more quickly. Thanks once more for listening. Have an awesome day.
