Brad Touesnard on Delicious Brains acquiring Advanced Custom Fields

Today is an interview with Brad Touesnard, founder of Delicious Brains, talking about his recent acquisition of Advanced Custom Fields. A series of questions I’ve provided him, where he’s recorded answers to via audio. I hope you enjoy today’s episode and learn more about one of WordPress’ most historic acquisitions. Check the transcript at the bottom of the post and please share this episode out on your social media channels! Transcription [00:00:01] It’s the WP minute. This episode is brought to you by easy support videos, support your WordPress users by placing videos right in the WordPress admin. Get [email protected].[00:00:12]Today is an interview with Brad two Nard, founder of Delicious Brains, and talking about his recent acquisition of advanced custom fields, a series of questions he’s recorded answers to via audio. Let’s dive right in.[00:00:24]Can you give us a sense of how you vetted a product company like ACF? What was attractive besides the obvious..[00:00:29] Revenue, especially recurring revenue, definitely looked at that right away. I looked at the customer base and what their expectations were.[00:00:40]there is obviously more to it with due diligence, . In terms of verifying all those numbers and making sure everything was accurate , and legit, but the accountants and lawyers handled most of that anyway and just provided reports.[00:00:57]ACF’s pretty simple company Elliott set up a really kind of simple thing for 10 years by himself. There weren’t a lot of moving parts , to really vet , in this deal, in terms of what was attractive, obviously…[00:01:10]ACF isa great product that has a passionate and large community of users and customers. The thing that particularly appealed to me is that the customers are the same as our customers.[00:01:24]I think the thing that was the most attractive, it was like, this is a way for us to really kind of step into more mainstream WordPress world, I think. And that seems to be, I’m definitely feeling that over the last few days as the, after the announcement , was made, the, it was really, it’s almost overwhelming how much noise has been kicked up on Twitter especially around lifetime licenses.[00:01:53]How do you weigh this decision amongst the existing product lineup at Delicious Brains?[00:01:58] I’m confident that we can hire folks and handle ACF and scale up what we’ve been doing all these years with our existing products. And, we’ve added, within the last few years we’ve doubled our products.[00:02:11]this is just an extension of where we’ve been already going. It makes complete sense. It’s kind of a supercharging, right? If we were adding two new products over the next, three years, that’s a lot different than adding, a massive product, overnight. it is a big jolt to the business.[00:02:30]Can you hint at the size of the deal?[00:02:32] Nope. Moving on[00:02:34]Will pricing and existing licenses be honored for customers.[00:02:38] Yes. We made that very clear in the announcement posts that we won’t be changing pricing anytime soon.[00:02:46] And if we do