Plugins contribute to one of WordPress’ major strengths; it’s flexibility. But as with every major strength it also comes with a few big downsides, which we’ll explore in this talk.

This is a story about a WordPress agency that wanted to do something different; write almost everything themselves. The talk explores the following questions:

Why would you want to build yourself?
What is it that you are going to build?
and How would you go about doing this?