How FilterGrade Built a Profitable Global Photoshop Actions Store With Zero Investment

Concept and MVP Launch

Mike Moloney had spent years editing and sharing digital assets as an Envato vendor, selling everything from flyer templates to presentation slides. He noticed that his Photoshop actions were the top sellers, and the idea of a dedicated, professional filter shop took shape. Instead of investing in custom development or inventory, he chose to keep costs near zero by using his existing Photoshop license and listing the first action sets on CreativeMarket. In under a week, those actions were live, and the first sale landed three days later. This test let him confirm demand before writing a single line of code.

Early Market Validation

Rather than build a website right away, Mike focused on gathering honest feedback fast. Within a month he had thirty customers and dozens of email threads pointing out small tweaks—to color balance, to naming conventions, to packaging. One user pointed out the pain of clicking through 20 separate actions to find the right effect. In that moment he envisioned a feature that would preview all filters at once, saving time and clicks for busy professionals.

Building the Site with WooCommerce

Once the market demand was clear, Mike moved to his own online store. He picked WordPress and WooCommerce for their low barrier to entry, wide theme selection, and plugin ecosystem. A handful of custom tweaks on top of a tidy WooCommerce theme got the shop live in days. Digital delivery for actions was handled with built-in download hooks, while free plugins added affiliate tracking and email signups without writing complex code.

Crafting a Signature Feature

The Play-All tool became FilterGrade’s standout. Instead of running one action at a time, customers could apply an entire set in under two minutes and cycle through full previews. That simple shift reduced buyer hesitation, and product pages boasted “Try All Filters at Once” badges. It was a small development lift with outsized impact on conversions.

Community and Marketing Channels

Social media settled into fourth place for referrals, but Instagram held a tight community of photographers sharing results. After hiring help to post curated user photos and behind-the-scenes looks, engagement climbed sharply. A weekly newsletter surfaced new presets, showcased customer galleries, and even dropped occasional freebies. That mix of education and inspiration turned subscribers into repeat buyers.

Operational Challenges and Solutions

As the product library grew, documentation lagged. Mike invested time in clear setup guides and before-and-after videos to reduce support requests. VATMOSS regulations in Europe loomed, so he consulted a lawyer to ensure compliance. He also integrated Receiptful to turn basic receipts into portals for upsells and surveys. Each plugin choice aimed to trade minimal complexity for maximum return.

Growth and Future Plans

Today FilterGrade ships digital downloads worldwide, with customers from seven continents. New hires focus on presets for video editors and mobile apps. Paid ads are on the roadmap, but organic growth remains the main driver. By staying lean, relentlessly testing new ideas on marketplaces, and iterating with real users, Mike has kept FilterGrade nimble and profitable.