Mashbox Agency

About This Project

Mashbox Agency started in 2014 after leaving Mass Relevance (later Spredfast). At Mass Relevance, the focus had been on running a team that built custom projects using the company's social APIs. The agency expanded on this by working with other companies that had their own APIs and needed bespoke integrations and data visualizations.

Later, the agency pivoted toward WordPress development, helping marketing teams manage their corporate websites and offering maintenance packages. This shift was partly driven by the need for steadier revenue, but it moved the business further from its original vision.

Mashbox Agency ultimately wound down because it wasn't generating enough momentum in either direction — the API/visualization work had become harder to sell, and the WordPress services never reached the scale needed to be sustainable.

What Didn't Work

• Could not get traction with API-focused companies and focused too much on data visualization early on.
• Visualization platforms appeared. Tools like Domo and Tableau reduced demand for custom-built solutions.
• WordPress work became a fallback. Taking on website projects to pay the bills pulled focus from the original vision.
• Never made the right sales hire, which made the business fully dependent on one person for revenue.
• Quality WordPress developers were hard to find and expensive. Offshore attempts mostly resulted in inconsistent, undependable work.
• Did not pay myself enough early on. All profit was reinvested into the business, which hid the fact that operational costs were too high and made the work less sustainable.
• No effective paid marketing. Traffic came only from word-of-mouth and direct outreach — paid channels never worked.
• Partnership split was lopsided. A 50/50 ownership split with a non-active partner put unnecessary strain on the business from the start.

Learnings

• Use the profit-first method to ensure you're getting paid and the business finances stay healthy from day one.
• When working with a partner, define roles and responsibilities up front — make sure you're comfortable with the split and upside before committing.