MH Themes

How This Ex-Banker Built MH Themes to a $1.5M Business

February 14th, 2025

Founded By

Michael Hebenstreit

Monthly Revenue

$125K

Days To Build

300

Founders

Monthly Traffic

103K

Profitable

Yes

Days To Build

300

Year Started

2012

Customer

B2B

Revenue Per Visitor

$1.22

Founded By
Michael Hebenstreit: Monthly Revenue
$125K: Days To Build
300: Founders
1

Monthly Traffic
103K: Profitable
Yes: Days To Build
300: Year Started
2012

Customer
B2B: Revenue Per Visitor
$1.22

Who is Michael Hebenstreit?

Michael Hebenstreit, the founder of MH Themes, hails from Frankfurt, Germany and transitioned from a career in banking and equity trading to web development, driven by his interest in online marketing and WordPress customization.

What problem does MH Themes solve?

MH Themes provides high-quality, professional WordPress themes tailored for magazine and news websites, helping customers easily create visually stunning and functional editorial sites without coding hassle.

MH Themes

How did Michael come up with the idea for MH Themes?

Michael Hebenstreit stumbled upon his business idea while experimenting with SEO and online marketing during his time in the financial sector. His curiosity led him to create online magazines to explore these new fields, which introduced him to WordPress. Dissatisfied with the limitations of the themes he was using, he began learning to code to build a more flexible and professional theme tailored to his needs.

As he refined his first theme, the positive feedback from his network sparked the idea that this could be a viable business opportunity. He noticed a gap in the market for quality magazine-style themes, as well as the potential demand by observing the sales on platforms like ThemeForest. Encouraged by this, he devoted substantial time to improve his theme before considering its commercial viability.

Throughout this process, Hebenstreit faced challenges in coding due to his lack of prior experience, realizing the importance of steady learning and iteration. By taking into account both feedback from early users and observing user needs, he honed his product, leading to the eventual success of the MH Magazine theme. His journey emphasized the value of tackling a problem you personally understand and sticking with it despite initial challenges.

How did Michael Hebenstreit build the initial version of MH Themes?

Michael Hebenstreit took nearly 300 hours to build the first version of his WordPress theme, largely because he was simultaneously learning how to code. He began by tweaking an existing theme he purchased from ThemeForest, but soon moved on to creating his own theme from scratch. The initial development process was challenging as it required acquiring new coding skills through extensive reading of tutorials and experimenting with code snippets. His themes were developed based on WordPress core functionalities, ensuring long-term compatibility and ease of maintenance. This hands-on approach allowed him to refine and improve the design and codebase, leading to the creation of the MH Magazine theme, which became his flagship product.

What was the growth strategy for MH Themes and how did they scale?

SEO

MH Themes leveraged search engine optimization (SEO) to drive traffic to their website. This involved optimizing their content and themes for keywords related to WordPress themes and specifically targeting terms that potential customers were searching. Additionally, they focused on creating high-quality, in-depth content that would rank well in search results and attract visitors who were searching for premium WordPress themes.

Why it worked: By focusing on SEO, MH Themes was able to capture the attention of users specifically looking for WordPress themes. This targeted approach ensured that traffic was relevant, increasing the likelihood of conversion to sales. Their commitment to quality content helped in building credibility and attracting links from other sites, further boosting their search engine rankings.

WordPress Community Engagement

MH Themes actively engaged with the WordPress community to build relationships and establish authority. This included participating in forums, contributing to discussions, and providing valuable insights and support to other WordPress users. They also maintained strong ties with the community by adhering to WordPress core functionalities, which helped in ensuring compatibility and trustworthiness.

Why it worked: Engaging with the WordPress community helped MH Themes not only gain visibility but also build trust and establish themselves as a credible provider of premium themes. The WordPress community values contributions and reliability, and by being an active part of it, MH Themes could reach a dedicated audience that appreciated their focus on quality and support.

Reputation and Partnerships

MH Themes focused heavily on maintaining their reputation by delivering high-quality themes and providing excellent customer support. This reputation was further solidified by partnerships, including becoming a trusted premium theme partner of Automattic, the company behind WordPress itself.

Why it worked: The emphasis on reputation meant that MH Themes attracted long-term customer relationships. Partnerships with recognized names like Automattic added an additional layer of credibility and trust, which is crucial in an industry where reputation is everything. This allowed them to reach more potential customers through word-of-mouth and recommendations.

What's the pricing strategy for MH Themes?

MH Themes sells its flagship product, the MH Magazine WordPress theme, starting at €49 annually, emphasizing long-term support and quality over quantity.

MH Themes Pricing

What were the biggest lessons learned from building MH Themes?

Adapt to Market Changes: MH Themes adapted to changing WordPress trends, like the Gutenberg editor, by maintaining core compatibility. Founders should stay informed and flexible to evolving industry standards.
Prioritize Quality: Focusing on a few high-quality products, like the MH Magazine theme, helped MH Themes establish a strong market presence. Aspiring founders should focus on delivering top-notch products rather than a large quantity of offerings.
Balance Work and Life: Founder Michael Hebenstreit emphasizes a healthy work-life balance for productivity and satisfaction. Entrepreneurs should ensure they're not sacrificing personal life for business success.
Maintain Long-Term Vision: MH Themes focuses on long-term success rather than short-term gains. It's important to build sustainable business practices and relationships.
Embrace Feedback and Evolution: The business grew stronger by listening to customer feedback and continuously improving the product. Listening to your audience can guide product development and ensure customer satisfaction.

MH Themes Acquisition: How much did MH Themes sell for and what was the acquisition price?

MH Themes was acquired in January 2019 by an ambitious WordPress developer, achieving a successful exit after generating over $1.5 million in sales.

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