March 4th, 2010
I am generally cautious with new monetization platforms. So I’m generally not the first to jump on the bandwagon for tests. I prefer other friends to test out first and if I get a decent recomendation I start thinking about it. That was the case with WhyPark. I heard a lot of positives about it during DomainFest in January.
I’ve known Craig for some time, so I finally decided to run a test. Two weeks ago I pushed over a couple thousand domains onto their system that were making zero – we tested them on pretty much every parking company, so these were domains relegated to being dropped. From day one they started making about $20/day on WhyPark and about 7k uniques/day. Today it’s two weeks later and they are getting 11k uniques/day, so search engines are starting to pick them up. The amount of searches and clicks are going up as well, as the WhyPark team optimizes the domains. Yesterday they made $80, which is a great result if you look at it that previously they were making zero and were ready to be dropped. Seems like the earnings still have potential to go higher.
The test has been successful, so I’ve decided to put much more domains on WhyPark very soon. Well done WhyPark boys, looking forward to doing more business! Your platform has proved itself to me.
February 25th, 2010
Some things are irrational or absurd, without explanation. One of these things seems to be a complete lack of revenue data about domains on the various aftermarket platforms. Even though a domain’s parking revenue would strongly influence the selling price of a domain, nobody is even bothered with communicating this information to potential buyers who may be interested in bidding and revenue is a key factor for them. For some unknown reason potential buyers are forced to estimate and their accuracy determines their success. Buyers focused on traffic/revenue names on the various dropcatching platforms can strongly support this argument.
Domains that generate a constant stream of parking revenue are the most liquid part of the domain universe because most smart domain investors buy on yield, not on potential development potential, end-user resale value etc since these values are just hypothetical and speculative whereas yield=cashflow. There is always somebody who wants to buy yield. The people who have had the biggest success in this business focused on yield.
Cashflow domains generally sell in bulk portfolios for a given revenue multiple. Say you buy a portfolio o 1000 domains making $10k/month for a 5 year revenue multiple, so you pay $600k for it. You are buying/selling the revenue of the entire portfolio, you are not really looking at the individual domains.
This is where the opportunity in the aftermarket lies – If you would unbundle the portfolio and sell it by individual names, you might get a total of 7 years revenue, for example, for the entire portfolio. The reason being that certain people might see more value in certain names for which they are willing to pay more (because for example they have a better way to monetize the traffic). So somebody may be willing to pay a higher multiple for your travel traffic names, somebody for finance traffic names etc. Somebody may see development potential in the name. Somebody might assess the risk of the domain differently etc.
Somebody smart can quickly carve out this niche in the aftermarket and start focusing on revenue names and include detailed parking stats with every domain for sale. Buyers will then simply be bidding based on what revenue multiple they are willing to pay for the name, ideally in an auction format.
In a previous post about Bido, I said that I think Bido will have to fundamentally change its model to start making money. This is the direction I think it should go, because this is where potentially the money is and it is an unoccupied niche. Instead of focusing on names with predominantly speculative value that usually catch the eye of 1 or 2 bidders (as hard as you try), why not focus on revenue names where you are likely to get interest from tens of different bidders if you can create a liquid marketplace.