Category "General Interest"

The domain name marketplace is still such a wild west subjective market it is not easy to always discern what makes a domain name valuable – or what is known formally in the industry as “premium”!

Having represented many domain name owners in selling their assets – either as established websites or parked domains – I have gotten pretty savvy at establishing value according to market comps as well as sheer branding power, recognition, and generic type-in potential.

It is also interesting to note people’s perception of what constitutes a premium name to begin with. I have basically created a process of elimination that defines what is not, in my humble opinion, a premium domain name:
 

• hyphenated domain names
• most names ending in suffixes other than dotcom, dotnet,  dotorg or dotca or dotco.uk etc
• misspellings
• nonsense words

What constitutes ultra premium names are :

• Primarily Dotcom suffixes
• Generic words – one or two max with no hyphens – acting.com
• Words describing a specific product or service – ie strollers.com
• Words with high brand identity – like Amazon.com
• Popular adverbs or verbs and nouns – ie sex.com , parties.com

Other factors to consider when appraising a domain name are of course if there is an established site built for the name, how much traffic it receives, revenues it earns, members or subscribers it has, SEO , etc. These elements, more often than not will influence the selling price of a domain name than the actual name. In actual fact, once a site is earning money the focus is often placed more on the current earnings than on the domain itself when tabulating the value. It is almost a catch 22 when revenues are marginal verses when there is no history at all and just ‘potential’.
 

Another determining issue of the ultimate perception of value will come from how and where the domain name is marketed and offered for sale.
 

There are many domain names offered up in auction format via Sedo, Moniker, T.R.A.F.F.I.C. conventions/auctions, Namedrive, etc. These have been pretty successful for many domain name sellers. However, the vast majority of buyers at these are ‘domainers’ who have a speculation model they work from for the most part – like some real estate investors.

An alternate path of selling is to target sophisticated business buyers who have a more developmental approach when acquiring domain names – buy the name to develop out into a major site or portal. These tend to be longer term buyers who want to create a substantially bigger cash flow and exit at a much bigger future multiple – think business.com – purchased domain in 1999 for $7 million and reportedly listed the site for sale at $400 million in late 2007 . The owners developed the site into a massive and highly trafficked very profitable portal. The price they paid does not look so inflated, afterall!

The best case scenario is typically to develop the domain name into a useful website and get it indexed and ranked in the search engines – often the generic name comes up to the top of the search results because of the exact name equated to the search – like divorces.com for example. This will ultimately create far greater value for the domain name from more exposure, traffic and revenue.

Surfers are clicking less on the squatter domain name sites with PPC links these days so the value of undeveloped websites has been deteriorating steadily for the past 12 -18 months. Domain name owners are starting to turn their domain names into real websites because of this – which is good for everyone overall.

 

David Fairley

President,

Websiteproperties.com

Thank you for visiting this section of our site designed to bring you great information that could assist you in your pursuit of finding an internet business opportunity. Our mission is to educate the prospective buyer/seller, while providing great established businesses to choose from.  Look for piercing insights from our experienced staff of website business brokers as to the market trends, preparing your website business for sale, what to look for in your next internet business opportunity and much, much more. Make sure to visit regularly to stay current with what these experts in the field of website business brokering are talking about.  It could help you in your process.

A big concern that usually crops up for our clients is how to handle their employees in lieu of their decision to sell a website business. The fears surrounding communicating to the employees that the plan to sell the internet business are moving forward are not unfounded. The uncertainty of how employees will react initially and how they will perform during the process can be worrisome to some employers. The last thing they want and need is employees that cause problems for the company, in the midst of negotiations, because they are unhappy with the prospect of losing their job security.

 We usually suggest the following advice to our clients depending on the circumstances.  Until there is an offer that is tabled and accepted, there is no reason for the news to be broken to the employees. The main advantage of retaining an Internet business broker is that the prospective buyers contact the broker and not the seller, so there are not going to be phone calls from suitors that get mis-directed to the employees. That is the worst case scenario which can create fear and animosity and ensuing poor on the job performance. Depending on the relationships and the type of employee(s) they have - this will define how open an employer can be from the getgo. But for the most part, it is wiser to create a business as usual enviroment until a deal looks like it will be signed or is signed and will close on a specific date. That usually gives the seller at least a couple weeks, but normally closer to a month, to break the news of the termination of the job.

The other important factor is job severence. We usually advise or clients, at their personal discretion, to offer a severence package that rewards their employees according to the length of employement, loyalty and overall importance to the success of the business. Depending on the size of the sale, I believe a 6 week to 3 month salary bonus is appropriate compensation for valuable employees. In addition, offering good references and suggestions or leads to other opportunities will be appreciated.

While most employees will generally be happy overtly for their employers - providing they have been treated well during their tenure - there will be some anxiety that undoubtly arises from the unknown of their next step. Most of this can be alleviated by the compensation package and strong references. In some cases, this may be the impetus for an employee to go out on their own and start their own website business and emulate what their employer accomplished.

When I sold my first company, Hammocks.com , I was open about my intention of selling the business prior to taking this step. In addition, I used the carrot of severence bonuses - 2% of the sale in this case- to keep them in-line with the goal. Finally, I offered a great idea for another business niche and support to launch it - www.piggybankworld.com - that allowed my two employees an exciting and evolved future as well. My mentality was that they had helped me achieve my success and goal of selling, so I wanted to reward them too for their hard work and loyalty.

In conclusion, being honest and respectful is a good policy with employees (and in life!) Once the deal looks like it will close or is securely set to close, then take the employees to dinner and break the news(if you haven't already) to them over a great meal and some wine. Their fears will be allayed and their sense of worth will be obvious when you describe their severence package.

David Fairley

President,

Websiteproperties.com

The last 6 weeks have been quite a shock to most Americans and people around the world. The economic upheavals have been monumental and without precedent. In our business as website business brokers, we have seen multiple deals fall apart or not move forward as a result of the uncertainty and fear in the marketplace. Of course, in any economic swing there will be people and businesses that reap massive profits and actually thrive. However, the vast majority of people and businesses feel the effects both financially and emotionally as a result of the meltdown on Wall St and now Main Street.

In this climate, there are definitely more sellers than active buyers in the internet business sales and acquisition field. The point is - is that there are buyers! These buyers are being extremely selective and cautious and are literally cherry picking the most attractive website business opportunities available providing the price is right. Sellers with online business opportunities that are stable or still growing despite the economic malaise because of the niche they are in, stand the best probability of consummating a deal in this period. The other sellers that will succeed in closing deals will be those that are more aggressive with their selling prices.

Just like in real estate, the seller that drops his price lower than the rest of the market gets more attention and sells quicker. If you hold out too long for a premium price or average price in volatile markets, you can find that you wind up selling for much less in the long term if things get even rougher.

A year ago, the average multiple on an average website business with solid fundamentals was 3-3.5 times the net trailing 12 month profit. In this global financial crisis, average sites are tending to be moving if they are priced between 2.0 -  2.5 times the trailing 12 months all cash at close. The selling price may be higher if more owner financing is involved, which, with the current credit crunch, has become more prevalent. The risks of a further down turn are tangible, so buyers are factoring this in when making offers. As I mentioned earlier, there will be lots of good deals to pick up for buyers with good capital reserves but buyers needing financing are just not able to secure the funds to get a deal done currently. The best opportunities will still get a better multiple on their business because they are able to thrive in this environment, but the pressure from the market means that it is a buyers marketplace and sellers will need to adjust their price expectations if they want to get acquired. The other choice is simply to ride this out and hope there is a quick turnaround later in 2009.

 David Fairley

President,

www.websiteproperties.com

The year that is passing may not have many fond memories for a lot of people, but for those who have invested in an online business for sale or have sold one, it wasn't such a rough ride! In fact, now that the shock and awe has passed there is an air of optimism among internet investors and website owners. 2009 is setting up to be a great year for internet entrepreneurs. Sales offline dove by several points while online sales remained positive or flat for the most part. With more layoffs and uncertainty in the workforce more people are turning to the internet for opportunities to supplement their income or take matters into their own hands.

Overall we have seen a lot of activity in the last 6 weeks of this year and expect a surge in the new year as people follow their new years resolutions to take action. There are plenty of excellent website opportunities available so saavy buyers can cherry pick the best internet businesses. There are still a lot of buyers sitting on cash reserves too that are willing to make all cash offers but at more aggressive multiples. However, 2009 may be the year of a higher percentage of owner financing deals and as a larger percentage of the selling price because interest rates are not providing much incentive for sellers to stash their cash in a bank or CD. Other deals will likely get structured with earn outs and upside potentials built in so the risks and the rewards are spread evenly between buyers and sellers.

 In the end, the best deals are always fair and balanced where all sides are happy and feel comfortable. We at www.Websiteproperties.com will continue to strive towards fair and balanced deals for our clients while respecting our qualified buyers who subscribe to our opportunity alerts. In addition, we will strive towards representing and listing only the best, most fundamentally solid web-based businesses on the market, so buyers know they can rely on us to present exceptional and exciting online business opportunities.

 From all of us at Website Properties, have a Happy and Prosperous New Year.

David Fairley

President