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  1. #1
    Brokkoli is offline Private Member
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    Default Where to sell money-making site & What is a realistic asking price?

    Can you guys name companies that are interested in purchasing affiliate websites with valuable traffic and earnings? (Catena Media are out of question since they do full buyouts)
    What is the best place to find serious buyers besides this forum?

    Also what is a realistic asking price these days? News are about 36 and 48 months of revenue deals recently, while a few years back it was more like 12-24 months. Are those calculations generally based on the last how many months?
    Is VAT usually understood to be paid on top of the price or that's on the seller entirely?

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  3. #2
    tobik999 is offline Private Member
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    I would say if your site generated a steady revenue growth of about 10% from year to year it should be possible to receive up to 36 - 72 months of the last few months net profit for it. In germany VAT is calculated on top of it, since it is not relevant for b2b transactions, I guess in most countries it is similar.
    Contacting your competitors might be an option to get offers, they are also most likely to understand the real value of the deal.
    Funny side note: In germany the tax office normally calculates 120 months net profit to be the value of a company.

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  5. #3
    Jokerman99 is offline Private Member
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    Mostly depends on the size of the site, the traffic and the FTDs.

    Sites with low traffic are high risk and highly volatile. They do not command high prices, even if earnings are solid.

    Sites that are older, have solid growth curves, steady FTD numbers and sheets with a good base of players on rev share are worth more. At the top end of the market - sites earning 100k+ per month, you may find buyers who pay 60+ months including an earn out clause.

    At the lower end of the market 1-10k per month, you will likely not interest the bigger players. Adding an extra few hundred FTDs per month to a large portfolio isn't something that will wow investors. And ultimately, that's what the big acquisitions are for.

    At less than 200 FTDs per month, I think 12-36 months is a much more realistic number.

    Many sellers nowadays think that because companies are being sold for huge amounts that it makes their sites worth the same multiples; it doesn't.

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  7. #4
    Brokkoli is offline Private Member
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    Thanks for the comments, both are really helpful.

  8. #5
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    It really does depend on the size and age oif the site.

    As mentioned above, a long-standing site with regular income is beter than a newer site with low income. It's all about reducing risk.

    5-6 times is toppy, and only for big sites, from big buyers. Bear in mind when people discuss multiples it's multiples of EBITDA rather than either revenue or profit.

    VAT will depend on the country you are in, also whether it is an asset sale or a share sale. Buyers will usually prefer an asset sale.

    Out of interest, what are you selling?

    HTH

    Phil

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  10. #6
    Brokkoli is offline Private Member
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    Thank you for your points Phil, they're helpful.

    At this point I wouldn't reveal the site URL publicly as we are in consideration phase only, maybe it's not even worth selling.
    I realize from the answers however that there's no one-size-fits-all answer to my question so here are some more details in case it helps:

    So what's a realistic asking price for a site focusing on UK betting market keywords, 2.5 years old, making regular money in the last year? For the last 6 months it had around 120 visitors per day (from Google entirely), 800-1000 registrations per month, and their conversion to FTDs is 30-40% or higher, depending on the brand. The average monthly revenue was € 31k, ranging from 22k to 41k.

    Any additional views and tips are welcome.

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  12. #7
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    Quote Originally Posted by BonusCorner.com View Post
    Thank you for your points Phil, they're helpful.

    At this point I wouldn't reveal the site URL publicly as we are in consideration phase only, maybe it's not even worth selling.
    I realize from the answers however that there's no one-size-fits-all answer to my question so here are some more details in case it helps:

    So what's a realistic asking price for a site focusing on UK betting market keywords, 2.5 years old, making regular money in the last year? For the last 6 months it had around 120 visitors per day (from Google entirely), 800-1000 registrations per month, and their conversion to FTDs is 30-40% or higher, depending on the brand. The average monthly revenue was 31k, ranging from 22k to 41k.

    Any additional views and tips are welcome.
    Thats some good sign up and conversions from 120 visitors a day.
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  13. #8
    Jokerman99 is offline Private Member
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    Quote Originally Posted by BonusCorner.com View Post
    Thank you for your points Phil, they're helpful.

    At this point I wouldn't reveal the site URL publicly as we are in consideration phase only, maybe it's not even worth selling.
    I realize from the answers however that there's no one-size-fits-all answer to my question so here are some more details in case it helps:

    So what's a realistic asking price for a site focusing on UK betting market keywords, 2.5 years old, making regular money in the last year? For the last 6 months it had around 120 visitors per day (from Google entirely), 800-1000 registrations per month, and their conversion to FTDs is 30-40% or higher, depending on the brand. The average monthly revenue was € 31k, ranging from 22k to 41k.

    Any additional views and tips are welcome.
    Does it include affiliate accounts or are you just selling the website? If so, how many accounts and how big are the sheets?

    While the site does well with FTDs and conversions, at the end of the day, it's 120 visits per day. If it drops a place for one or 2 of it's main keywords the numbers could look vastly different.

    If I was buying, I wouldn't pay 12 months for it based off that fact alone. That's not to say others wouldn't have a higher appetitive for risk. However, if it's website only, I would put your chances of getting 1 million (36 months) at close to zero and even 24 months very, very low. If it includes the affiliate accounts, somewhere between 24 and 36 months would be a reasonable price.

    All the above is just my opinion ofc, so take with a pinch of salt.

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  15. #9
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    Quote Originally Posted by BonusCorner.com View Post
    So what's a realistic asking price for a site focusing on UK betting market keywords, 2.5 years old, making regular money in the last year? For the last 6 months it had around 120 visitors per day (from Google entirely), 800-1000 registrations per month, and their conversion to FTDs is 30-40% or higher, depending on the brand. The average monthly revenue was € 31k, ranging from 22k to 41k.
    So you get 1000 regs from 3600 visitors a month? I find that hard to believe.
    So what costs do you have for that €31k revenue? PPC? Link buying? Salary? Freelancers? Office? Hosting? etc etc
    Im assuming all of the affiliate accounts come with the sale? Do you work CPA or Rev Share? How much of your historic revenue is from the shits at S**bet? Or B****5?

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  17. #10
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    It depends on a lot of things. There's a video where Erik Bergman of Catena explains the whole process. Without any detailed information about the revenue, it's impossible. It will be the first thing a buyer is asking for.

    € 31k is difficult I think. The worth is obviously more than one-man-bands will pay for it and it's for the bigger guys a bit too low. € 31k revenue, 120 visitors a day perhaps is based on a few keywords. If you win some places you probably double your income, if you lose some, it's half. Very volatile business perhaps.

    VAT is your thing. They a price and eventual taxes are up to you, However, some of them are based outside Europe and others in Malta. It might be without VAT or with inversed VAT.

    I would ask Catena, GIG, XL Media, Referback, Gambling.com, BettingCollective, etc if they're interested. If not, then I would spend my time in trying to get some more revenue share to be able to sell it in 2018 or later. I guess in the UK now is a natural moment to sell.

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  19. #11
    Brokkoli is offline Private Member
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    Thank you all for the very useful and informative comments. We missed some points completely.

    Conversions are excellent indeed, the reason being ranking for highly focused money keywords.
    The site is exposed to ranking fluctuations indeed, albeit we believe results are sustainable. Google of course might think otherwise any given day so it's definitely a risk.
    Revenue share deals only and most income is generated by lesser known brands.
    Costs are ~€2000/mo mostly content and link buying, No PPC. We have a team that can do upcoming tasks, but that's not an expense specific to this site.
    Some actual numbers:
    August: 4172 visitors from Google; ~140 visitors/day from G - 947 registrations.
    September: 4042 visitors from Google; ~134 visitors/day from G - 844 registrations.
    The affiliate accounts originally wouldn't have been part of the deal as they are shared between other sites. Not sure how realistic retagging the site's players to another affiliate account would be though with a number of programs, but technically it's solvable I guess.

    We are checking out Erik Bergman's video, thanks for the tip Triple7!

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    Triple7 is offline Private Member
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    The affiliate accounts originally wouldn't have been part of the deal as they are shared between other sites. Not sure how realistic retagging the site's players to another affiliate account would be though with a number of programs, but technically it's solvable I guess.


    Hm, that's quite a difference. Usually all those 36, 48, 60, 72 times month revenue deals are based on website + affiliate accounts.

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