Partner Success Story – 2manydots

Learn about White Label Agency from an agency that has worked with us since 2014

2manydots agency office logo sign
2manydots office desk with a Mac and a keyboard

2manydots is a digital agency from the Netherlands that builds websites for local businesses.

Agency founders Edwin and Mike partnered with White Label Agency in 2014 to scale up their WordPress development workforce. They now have two full-time developers from White Label Agency coding their designs into custom websites.

Benelux, Europe

<10 employees


An agency is born

In 2006, Dutch IT whizzes Edwin and Mike started 2manydots, a web development agency based in the Netherlands. To build websites for clients, they designed and maintained their own custom content management system and coded them using PSD to HTML. They hired in-house developers to do the coding itself.

This setup worked decently for the company for several years, but in managing their own CMS they often ran into issues with cross-browser compatibility, among other things. In addition, demand for WordPress websites specifically was substantial and growing.

2manydots office in Tilburg, Netherlands

Moving to WordPress

As a result, they decided to switch to WordPress as the CMS for their websites. Their developers, who had taken ownership and pride in the company’s custom CMS, were less than thrilled and their main in-house developer resigned soon after.

Our staff wasn’t comfortable anymore after about half a year or a year of building WordPress websites,” Edwin says.

Facing difficulties recruiting and retaining developers in-house, they began searching for a WordPress outsourcing partner.

2manydots founders Edwin and Mike

The "hybrid" model of outsourcing

2manydots was looking for a very specific feature in partnering with a WordPress agency abroad. Googling for options, Edwin came across White Label Agency, which had the exact hybrid model he was looking for — the ability to hire WordPress developers either on a project basis or full-time.

He got in touch with salespeople at the company as well as Einar, one of the founders of White Label Agency.

“All we found was that you would hire a developer immediately for full-time, and that wasn’t what we were looking for,” Edwin said. “We were looking for a sort of hybrid model or flexible model where we can scale resources quickly up or down.

Edwin van der Maas , 2MD

They decided to give it a shot and hired White Label Agency to do a trial project. Following a successful beginning, 2manydots continued to send projects to them.

They liked that White Label Agency went out of its way to ensure that they could continue to work with their preferred developer even while working on a project basis.

Read more about the Hire WordPress Developer offer 2manydots went for

2manydots branded pen close-up

Stronger sales with outsourcing

In combination with the switchover to WordPress, the partnership with White Label Agency changed their sales strategy — and ultimately their sales results.

Instead of worrying about keeping sales balanced with internal development resources, 2manydots could push for every sale knowing that there were additional developers at White Label Agency ready to go.

“It’s a flexible layer that can grow, it can scale as big as you want it to be,” Edwin said. “You feel confident with selling, especially since WordPress as a product is more standard.”

Edwin van der Maas , 2MD

Within a couple of months, the company’s project workload increased enough so that they decided to hire a full-time developer from White Label Agency.

Engaging the developer full-time also meant that they could ask him to provide maintenance to their clients on an ongoing basis.

With 2manydots continuing to grow, a second developer was added to their team not long after. In the fall of 2014, Edwin and Mike traveled to Ukraine to meet their new remote colleagues for the first time.

2manydots team discussing a project by a whiteboard

Transition from partner to sales leader at White Label Agency

One year later, Edwin transitioned to a position as a Sales Manager for White Label Agency’s Benelux region and soon
after that he took over the Partner Success department. Today he is responsible for both Partner Relations and Sales at White Label Agency.

Edwin’s past experience as a client partner makes him an ideal contact person for agencies looking to outsource their development.

What I learned during that time was how to do outsourcing successfully,” he says. “Not only communicating the work, but keeping your developer happy.”

He advises partners on tools for communication and feedback, and has helped to develop metrics for them to gauge success and progress. Edwin maintains that White Label Agency’s hybrid outsourcing model is still key to bringing new partners in, just as it was for 2manydots.

2manydots team celebrating

“Working on a project basis is like a trust-building tool,” he says. “We show that we can do it and we lower the barrier. Partners always start with a project, and they are able to do more, and eventually they can get a full-time developer.”

Edwin van der Maas , 2MD

Q&A with Edwin

What do you know now about having a WordPress outsourcing partner that you wish you knew before you partnered with us?
How ‘accessible’ outsourcing really is if you keep things straight forward/standardized, that it isn’t as hard as you would think.

Finding the right partner is most important, but once you have found a partner that is good in communication and keeps their promises it is a lot less hard as you would think, comparing it with having in-house developers.

How do you decide which approach works best for a customer – Project-Based development or a Dedicated Developer agreement?
Type of work and where a potential partner is in the process. For somebody who is brand new with outsourcing going dedicated developer is a huge step. For them, it is better to start with a fixed priced project to earn their trust.

For somebody who has experience with outsourcing and communicating with developers, it is possible to start with a dedicated developer. Also, the type of work, not all work is suited for being packaged as a fixed priced project, like maintenance work for example.

What do our new partners ask most about hiring a developer from us and what do you tell them?
Level of developer/capabilities/skills, how the usuals communication works, a process for distributing tasks, pricing, terms of the contact.

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