Mike McAlister has been an active member of the commercial WordPress theme space since 2009. He started by selling themes on ThemeForest. He transitioned to the Okay Themes brand in December of 2011. And at the end of March of this year, Mike transitioned yet again to Array.
While these transitions may seem like arbitrary branding, to me they represent broader shifts both in Mike’s style and the direction of the commercial WordPress space in general. He’s never really attempted to fit anyone else’s mold, but I believe he’s done quite well at predicting the market and staying ahead of the pack; and that’s why I love following his work.
Mike consistently challenges himself to succeed in a saturated space by attacking the market in a different way than the rest of the crowd.
Selling WordPress themes on ThemeForest
In 2009, Mike discovered WordPress and saw the opportunities of the commercial WordPress space. He quickly got his first ThemeForest theme put together, which he admits was probably sub-par code; but it got him started on his journey to consistently sell themes at a fairly early stage of the market.
ThemeForest has always been a controversial space. From a consumer side, with nice designs and a huge selection, it’s an easy way to discover themes — hence the popularity and explosive growth of the marketplace. From the non-ThemeForest developer side (developers dealing with ThemeForest themes), it’s often a frustrating marketplace because good code is very difficult to quantify on ThemeForest themes, making it difficult to steer people away from bad themes.
But there’s also the seller’s viewpoint. Exclusive sellers on ThemeForest start by making 50% of the revenue on a sale. Once they hit elite status ($75,000 in cumulative sales), they max out at 70%. But for non-exclusive partnerships, sellers only make 33.33% of the sale, which strongly encourages exclusive authorship for ThemeForest community members. More than four out of five ThemeForest authors are exclusive authors.
Moving the market forward
Selling on ThemeForest means that you accept the terms of the marketplace, both as a buyer and a seller. Over the years, this has resulted in a variety of public debates. Mike started one such debate on pricing, when he advocated for a change in the pricing model. The debate Mike helped start is what led Envato to establish the elite program, which at the time gave elite authors more flexibility for pricing, and higher rewards for various achievements.
Throughout his tenure on ThemeForest, Mike was part of a core group of authors that helped move the marketplace forward. I saw Mike participate in community conversations regarding price, bucking design trends, methods for offering theme support, licensing themes, and more. Authors like Mike helped make Envato a better place.
Establishing Okay
One of the things Mike discovered as he became a more experienced theme developer was that support was easier with simpler themes. Also, simpler themes allowed him to make design decisions versus offering design options.
In December 2011, Mike made the transition to simpler themes official with the launch of Okay Themes.
WordPress 3.9, “Smith”, has 
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