# Seth Shoultes, in his own words

https://smartwebutah.com/seth-shoultes-autobiography/

Seth Shoultes tells his own story: the early years, the Air Force, the businesses he built, from Event Espresso to MemberPress, and what he learned.

I’m an Air Force veteran, and I have been homeless.

## Chapter 1: Early Years – A Foundation of Curiosity and Problem-Solving

From an early age, I found myself drawn to how things worked. Whether it was taking apart household electronics to figure out their inner mechanics or reimagining the rules of a game to make it more exciting, I was never content with accepting things as they were. My mind always wandered into the “what if?” space. What if we did things differently? What if we made it better?

This natural inclination toward problem-solving would follow me everywhere, from [my childhood](https://seth.shoultes.com/megaseth-a-journey-from-adversity-to-triumph/) to my later years in the U.S. Air Force and National Guard. My time in the military was a crucible for both discipline and creativity. It was there that I learned the importance of structure and precision, but also how to think on my feet when a problem didn’t have a straightforward solution. The contrast of following established protocols while finding unique ways to navigate challenges sharpened my ability to adapt and stay focused under pressure.

Even in my first jobs—working at places like Domino’s and Pizza Hut—my problem-solving tendencies were there. While these roles might seem worlds away from the tech and entrepreneurial ventures that would later define my career, they gave me a firsthand understanding of systems, efficiency, and customer service. I learned to manage workflows, optimize processes, and, most importantly, handle the unexpected. When an oven broke down or orders piled up during a rush, I was the one figuring out how to keep things moving.

These early jobs also taught me something crucial: the importance of people. Whether it was making sure a customer left with a smile or finding ways to make my coworkers’ jobs easier, I learned that solutions weren’t just about efficiency—they were about creating positive experiences for others.

Those early years instilled in me the belief that if you understand how something works, you can always find a way to improve it. That idea has driven me ever since.

## Chapter 2: Discovering Entrepreneurship

My transition into the world of entrepreneurship didn’t happen overnight—it was more like a slow awakening. I had spent years working for other people, optimizing processes, and solving problems, but eventually, I started to wonder what it would be like to create something from scratch. Could I take the lessons I’d learned and apply them to something that was _mine_?

Growing up, I had always dabbled in side projects, whether it was fixing things around the house, helping friends with their tech problems, or coming up with small ventures to make extra cash. But there’s a difference between a side hustle and a full-fledged business.

My first real foray into entrepreneurship came when I co-founded _[Event Espresso](https://eventespresso.com/)_. At the time, I wasn’t setting out to build a business that would serve thousands of companies worldwide. In fact, it was a personal project—something I developed to help my wife manage events and attendees for her business. She needed a way to track registrations, payments, and attendees more efficiently, and the available tools just weren’t cutting it. So, I did what I always do: I figured out how to solve the problem.

What started as a simple solution for one person soon snowballed into something much bigger. I began to realize that there were a lot of other small businesses facing the same challenges my wife had. That’s when the idea of releasing _Event Espresso_ as a WordPress plugin came to me. At first, it felt like a small step—just putting my project out there to see if anyone else found it useful. But in hindsight, that decision would change everything.

Once the plugin was released on WordPress.org, it took off in ways I hadn’t expected. Suddenly, what had started as a project for one person was being downloaded by event organizers, nonprofits, small businesses, and organizations around the world. I wasn’t just solving a problem for my wife anymore—I was helping thousands of people streamline their events, manage registrations, and run their businesses more effectively.

Of course, the early days of entrepreneurship were anything but smooth. There were plenty of challenges: supporting a growing user base, managing customer feedback, and continually improving the product. But the more obstacles I faced, the more I realized that this was exactly where I wanted to be. I loved the process of taking an idea, refining it, and turning it into something real. Each problem was a puzzle to solve, and I felt a sense of progress with each solution.

_Event Espresso_ was my gateway into entrepreneurship, but it was also a lesson in scale. What started as a small, personal solution grew into something much larger because it addressed a real need.

## Chapter 3: Entering the WordPress Ecosystem

My journey into the [WordPress](https://wordpress.org/) ecosystem was less about a grand plan and more about finding the right tool at the right time. When I started looking for a way to distribute _Event Espresso_, I knew I needed a flexible, widely adopted platform. WordPress seemed like the natural choice.

WordPress was already making waves back then, but it was still primarily seen as a blogging platform. However, I quickly realized that WordPress had the potential to be so much more. With its open-source architecture and a community of developers constantly contributing new themes, plugins, and features, WordPress was evolving into a robust content management system.

From the moment I released _Event Espresso_ on WordPress.org, I was welcomed into a group of developers, designers, and users who were all passionate about the same thing: building better tools and making the web more accessible.

Every time someone used _Event Espresso_ to manage their event, I learned something new about how it could be improved. The feedback loop was constant, and it pushed me to think beyond my initial design.

I learned how to balance feature development with user support, how to prioritize feedback, and how to build a product that could evolve alongside WordPress itself.

I began to see WordPress not just as a platform for distributing my software, but as an opportunity to build an entire business. The WordPress.org plugin repository gave me access to a global market, allowing _Event Espresso_ to reach users I never would have found otherwise.

Through [WordCamps](https://central.wordcamp.org/), forums, and online groups, I connected with other developers, users, and business owners who were all trying to solve similar problems. These connections helped shape the future of _Event Espresso_ and my approach to business.

The decision to release _Event Espresso_ as a WordPress plugin was one of the most pivotal moments in my career. It opened doors I never knew existed.

## Chapter 4: Building Event Espresso – A Personal Solution Becomes a Global Tool

When I first built _Event Espresso_, I had no idea that I was about to embark on a journey that would span over a decade and impact so many people. At its core, _Event Espresso_ was built on the principle that small businesses deserve the same powerful tools as larger organizations.

The tools available at the time were either too expensive or too cumbersome for a small business. So, like any good problem-solver, I decided to build a solution myself.

After I released _Event Espresso_ on WordPress.org, the response was immediate. It turns out that small business owners, nonprofits, and event organizers everywhere were facing the same struggles my wife had. They needed a tool that was flexible, affordable, and easy to use. And I had built exactly that.

This wasn’t just a tool for managing events; it was a platform that could be customized to fit a wide range of needs. From conferences to fundraisers, from small meetups to large-scale festivals, _Event Espresso_ was being used in ways I had never anticipated.

I spent countless hours in support forums in the early days, helping users troubleshoot issues and gather feedback. Every interaction was an opportunity to learn, to understand how people were using the product, and to figure out how I could make it more valuable for them. It wasn’t always easy—especially as the user base grew—but it was essential to building a product that truly served its customers.

Users were building custom event platforms, integrating it with other tools, and pushing the limits of what the plugin could do.

But growth came with its own set of challenges. As the plugin gained popularity, it became clear that I needed to scale the business to support it. What started as a side project quickly turned into a full-time venture. I brought on a team to help with development, support, and marketing, and we worked tirelessly to keep up with demand. There were times when it felt overwhelming—balancing product development with customer support, fixing bugs while adding new features, and keeping the business running smoothly.

Over the years, _Event Espresso_ continued to evolve. We added new features, integrated with more payment gateways, and made the plugin more flexible to accommodate different types of events.

One of the proudest moments in my career came when I realized just how many businesses were using _Event Espresso_. From small local events to major international conferences, we were helping people all over the world run their events more efficiently.

I learned that the best solutions come from a genuine desire to help others. I learned the importance of listening to your customers and being willing to adapt. And I learned that building a business isn’t just about creating a product—it’s about creating value for the people who use it.

## Chapter 5: The Power of Community and Open Source

As a developer and entrepreneur, I had always believed in the importance of building great products, but releasing _Event Espresso_ into the wild of the WordPress community showed me that a product is only as strong as the community behind it.

For _Event Espresso_, this meant more than just gaining users. It meant having an engaged group of people who provided invaluable feedback, ideas, and even code to improve the plugin. One of the most rewarding aspects of building _Event Espresso_ was watching how people took it and ran with it, customizing it to suit their needs, creating integrations I hadn’t thought of.

The users of _Event Espresso_ weren’t just passive consumers; they became partners in its evolution.

People worldwide were improving upon what I had built, finding bugs, suggesting new features, and in some cases, writing their own code to contribute to the project. It became clear that _Event Espresso_ was no longer just my creation—it belonged to the community as well.

This period taught me one of the most important lessons in my career: success isn’t just about what you build, but about the community you build around it. I learned that when people feel ownership over something, when they can see themselves in it and know that their contributions matter, they become its biggest advocates. And that’s exactly what happened with _Event Espresso_.

And because everything was out in the open, there was an added pressure to get things right. After all, if something didn’t work or caused issues, it was immediately visible to the community, and you had to be quick to respond.

When you’re part of an open-source community, it’s not enough to just release updates and move on. You have to be there, engaging with your users, listening to their feedback, and being willing to admit when something doesn’t work.

I had learned that building a successful product in an open-source environment requires more than just technical skill. It requires humility, collaboration, and an unwavering commitment to your users. And the more we gave back to the community, the more it gave back to us.

## Chapter 6: Caseproof and WordPress Plugins – Scaling Up

After years of growing _Event Espresso_, I found myself increasingly drawn to the bigger picture of plugin development within the WordPress ecosystem. This was where _[Caseproof](https://caseproof.com/)_ came in.

When I joined the team, _Caseproof_ was already responsible for developing some well-known WordPress plugins, including _[MemberPress](https://memberpress.com/)_ and [_Pretty Links_.](https://prettylinks.com/) These tools were designed to give people more control over their websites, to help them monetize content and track performance—exactly the kind of practical, business-focused solutions that had always appealed to me.

The tools that _Caseproof_ developed weren’t flashy or overly complex—they were built to solve real problems for real people.

The transition from focusing on one plugin to managing a suite of tools was a challenge, but it was also exciting. Each plugin had its own unique audience and set of needs, and it required a different approach to development, support, and growth.

Take _MemberPress_, for example. This plugin was built to give people the power to create membership websites, where they could offer premium content, courses, and subscriptions. It wasn’t just a tool for building a site; it was a platform for creating businesses.

While _Event Espresso_ focused on solving a specific problem (event management), _MemberPress_ was a broader tool, allowing users to build entire business models around membership.

Similarly, _Pretty Links_ brought its own set of challenges and opportunities. This plugin, designed to help people manage and track their URLs, was deceptively simple on the surface. By helping businesses track and optimize their links, _Pretty Links_ became an essential tool for affiliate marketers, content creators, and anyone looking to maximize the impact of their digital presence.

As we expanded our product lineup and user base, it became clear that staying agile was essential. The WordPress ecosystem is constantly evolving, and so too are the needs of the people using our products.

Just as I had learned with _Event Espresso_, the best way to build a product that truly serves its users is to listen to them. At _Caseproof_, we made it a point to stay connected with our community—whether through support forums, feedback surveys, or direct interactions at WordCamps.

In addition to scaling the products, I also had to scale myself as a leader. Managing multiple plugins, each with its own team and development cycle, required a different level of coordination and vision. I had to learn how to delegate, how to trust my team to execute on the vision we had set, and how to keep the big picture in mind while also staying involved in the details that mattered.

My time at _Caseproof_ has been a defining period in my career. It taught me how to scale—not just products, but teams, ideas, and vision.

## Chapter 7: Bridging Creativity and Execution

As I continued to grow with _Caseproof_, I realized that a recurring theme throughout my career had been the balance between creativity and execution. It wasn’t enough to come up with innovative ideas—I had to find ways to make them work, to turn concepts into products that people could actually use and benefit from.

Whether it was tinkering with electronics as a kid or building software that solved real-world problems, I’ve always been drawn to the process of creating something new. But creativity without execution is just a daydream. I learned early on that no matter how brilliant an idea might seem, its true value lies in its implementation. An idea doesn’t change the world—execution does.

This understanding became particularly clear when I started working on projects like the [Adventure Buildr](https://adventurebuildr.com/) website. Inspired by my love for storytelling and interactive games, I set out to create a choose-your-own-adventure platform where users could build their own stories, create branching narratives, and engage their audiences in unique ways.

The project started as a passion, something fun and creative that allowed me to step outside the traditional boundaries of business tools and experiment with new forms of user engagement. I wasn’t just building a game; I was building a technical framework that had to work seamlessly across different use cases, provide a smooth user experience, and scale as needed.

Bridging creativity and execution required me to approach the _[CYOA Adventure Builder](https://github.com/sethshoultes/cyoa-interactive-story-builder)_ with the same level of rigor I had applied to business-focused tools. I had to think through the user interface, the underlying logic that powered the branching narratives, and how to ensure that creators had the flexibility to tell the stories they wanted. At the same time, I had to ensure that the system was easy enough for anyone to use, regardless of technical skill.

I was constantly moving between the two worlds, from crafting narrative possibilities to debugging code. And through it all, I was reminded that creativity and execution are not separate forces—they are deeply intertwined. You can’t have one without the other.

## Chapter 8: A Life of Optimism and Pragmatism

If there’s one theme that has carried me through the ups and downs of my career, it’s a deep-rooted belief in the future.

It’s one thing to dream of building something great, but it’s another to actually do it. The details matter, and sometimes it’s the smallest, most unglamorous tasks that make the biggest difference.

As _Event Espresso_ grew, I had to learn how to balance my optimism with the realities of running a business. There were bugs to fix, customer support requests to handle, and technical hurdles that I hadn’t anticipated. There were times when I had to put aside my big ideas and focus on the day-to-day tasks that kept the business running smoothly.

Pragmatism also taught me the value of patience. I’ve learned that rushing through things can often lead to mistakes, and those mistakes can cost more time and resources in the long run. By taking the time to carefully plan, test, and iterate, I’ve been able to build products that are not only innovative but reliable and sustainable.

There have been moments when things didn’t go as planned—features that didn’t work as expected, launches that fell flat, or unexpected technical challenges that seemed insurmountable. In those moments, my optimism helped me stay focused on the bigger picture, while my pragmatism pushed me to find practical solutions.

Every time something didn’t go as planned, it forced me to think critically, to re-evaluate my approach, and to find a better way forward.

Optimism gives you the vision to see what’s possible, while pragmatism gives you the discipline to make it happen.

## Chapter 9: Building the Future of Story Telling with Adventure Buildr

_Adventure Buildr_ is a suite of WordPress plugins designed around [Choose-Your-Own-Adventure (CYOA) storytelling](https://github.com/sethshoultes/cyoa-interactive-story-builder) and [text-based adventure games](https://github.com/sethshoultes/cyoa-adventure-game), but with a twist—AI plays a central role in shaping the narratives. With _Adventure Buildr_, users can create fully interactive, AI-driven stories directly within WordPress.

Growing up, I was captivated by the interactive stories found in Choose-Your-Own-Adventure books and text-based adventure games. There was something compelling about the idea that your choices could shape the outcome of the story, putting you in control of the narrative. As technology has advanced, I saw the potential to bring this kind of immersive storytelling to a new level, integrating AI to add depth, unpredictability, and personalization to the experience.

The platform is built around the concept of giving creators the tools they need to tell their own interactive stories, whether they’re authors, educators, or even businesses looking to engage their audience in new ways. And with AI, those choices become even more meaningful, as the system can generate responses, plot twists, and character interactions based on player input.

Creators aren’t limited to predefined paths or outcomes. Instead, they can use AI to generate unique dialogue, create evolving story arcs, and even surprise themselves with new twists that arise naturally from the AI-driven interactions.

The website, _[adventurebuildr.com](https://adventurebuildr.com/)_, serves as the hub for everything related to the platform. It offers resources, tutorials, and best practices for using the plugins to their fullest potential, as well as a showcase of user-created adventures. One of the core features of the site is the ability for users to share their completed stories or works-in-progress, gaining feedback and building an audience for their creations.

Building _Adventure Buildr_ has been one of the most creatively fulfilling projects I’ve undertaken. It’s allowed me to blend my technical background with my love for storytelling.

Beyond just entertainment, the platform has applications in education, where interactive stories can engage students in new ways, and even in business, where companies can create immersive brand experiences that draw users in through interactive storytelling.

## Chapter 10: Lessons in Leadership and Legacy

Moving from being the person who wrote the code and built the products to someone guiding teams, managing a suite of tools, and shaping the direction of entire businesses, leadership became a critical part of my work. And along the way, I learned that leadership is as much about listening as it is about directing.

In the early stages of _Event Espresso_, leadership was simple—I was leading myself, charting my own course with little more than an idea and a goal. However, as the product grew and the company scaled, I had to adapt quickly to leading a team. As a leader, I learned that my job wasn’t just to steer the ship but to ensure that every team member had the tools, support, and encouragement they needed to do their best work.

I found that the more I empowered my team, the more they excelled. By giving them ownership over their areas of expertise, I not only freed myself to focus on the bigger picture but also created an environment where creativity and innovation could thrive.

As a developer and problem-solver by nature, I had always been more comfortable working behind the scenes, writing code, and building solutions. But as a leader, I realized that clear, open communication is vital.

I found that transparency builds trust. Whether it was talking with customers about the roadmap for _MemberPress_ or addressing a bug that impacted users in _Event Espresso_, being honest about where we stood—and how we were going to fix things—built long-term loyalty.

Through these experiences, I came to understand that leadership is not about having all the answers—it’s about being willing to ask the right questions, listen to the feedback, and make decisions based on what will benefit the team and the customers.

I found myself mentoring others, sharing my experiences, and helping the next generation of developers and entrepreneurs navigate their own challenges. Mentorship became one of the most rewarding aspects of my career. Watching others succeed, knowing that I had played a small part in their journey, reinforced my belief that leadership is about lifting others up.

One of the greatest measures of success, I believe, is the ability to create something that continues to grow and thrive even when you’re not directly involved.

## Chapter 11: Embracing the Next Adventure

Entrepreneurship, like life, is not a linear path.

The rapid advancements in artificial intelligence, machine learning, and automation have opened up a world of new opportunities for creators and entrepreneurs.

I’ve always been passionate about building systems that give people control over their businesses and their futures. But as technology evolves, I’m more excited than ever about how we can take this to the next level—helping people automate the repetitive tasks that drain their time and energy, so they can focus on the creative and strategic aspects of their work that truly matter.

One of the areas I’m particularly excited about is the intersection of AI and personalized learning. What if AI could help tailor learning experiences to each individual member, providing them with the exact content and resources they need at just the right time?

Imagine a membership site that automatically curates content for its members based on their preferences, past behavior, and learning progress. Or an online course that adapts in real time, adjusting the difficulty and pace of the material based on the user’s performance.

As I move into this space, I’m committed to ensuring that the tools we build are not only powerful but also responsible.

_Adventure Buildr_ is still evolving, and I’m excited about the future possibilities for storytelling membership sites and online storytelling communities.

In many ways, I feel like I’m just getting started.

## Chapter 12: The Legacy of Empowerment

The thrill of taking an idea and turning it into something tangible, something that solves a problem or makes someone’s life a little bit easier, is a feeling I’ll never tire of.

At the end of the day, my legacy isn’t about the products I’ve built—it’s about the people who’ve used them to build something for themselves. It’s about the small business owner who found a way to streamline their operations with _Event Espresso_, the educator who created a thriving online course with _MemberPress_, or the entrepreneur who used _Adventure Buildr_ to grow a community of like-minded individuals. These are the stories that matter.

## Epilogue: The Adventure Continues

And if there’s one thing I’ve learned, it’s that the adventure is always worth it.

Cheers!

## Want help with this?

Call or email and I'll tell you whether you need it.

[Talk to Seth](https://smartwebutah.com/contact/)