{"id":2768,"date":"2013-05-06T15:46:08","date_gmt":"2013-05-06T14:46:08","guid":{"rendered":"https:\/\/www.danielebesana.com\/blog\/?p=2768"},"modified":"2015-04-02T23:28:26","modified_gmt":"2015-04-02T22:28:26","slug":"case-study-break-even-3-5-months","status":"publish","type":"post","link":"https:\/\/danielebesana.com\/blog\/biz\/case-study-break-even-3-5-months","title":{"rendered":"Buying a Website Case Study: break-even in 3.5 months"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright  wp-image-2769\" src=\"https:\/\/www.danielebesana.com\/blog\/wp-content\/uploads\/2014\/05\/Graph_ROI.png\" alt=\"Graph ROI\" width=\"216\" height=\"170\" \/>In this post, I&#8217;ll <del>analyze<\/del>\u00a0<em>brag about<\/em> a real case study of a successful website investment, sharing the whole experience of <strong>searching<\/strong>, <strong>buying<\/strong>, and <strong>improving<\/strong> a web property.<\/p>\n<p>Website name and absolute numbers are confidential, but all the percentages and multiplying factors mentioned in this article are <strong>absolutely real<\/strong>.<\/p>\n<p><span style=\"font-size: 1em;\">The website itself is a career website (it\u00a0<\/span><a style=\"font-size: 1em;\" href=\"https:\/\/www.jobboarddoctor.com\/2013\/03\/12\/is-it-time-for-job-boards-to-get-a-new-name-and-is-this-a-dumb-question\/\" target=\"_blank\">is not cool anymore calling them job boards<\/a><span style=\"font-size: 1em;\">) operating in a Spanish-speaking country.<\/span><\/p>\n<p><span style=\"font-size: 1em;\"><span style=\"font-size: 1em;\"><br \/>\n<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Phase One: Search<\/h2>\n<p>This website was previously sold on <a title=\"Flippa\" href=\"https:\/\/www.flippa.com\" target=\"_blank\"><strong>Flippa<\/strong><\/a> and it was a competitor of a job board already in my\u00a0portfolio.<br \/>\n<span style=\"font-size: 1em;\">Being previously listed on a marketplace provided two great advantages:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 1em;\"><span style=\"font-size: 1em;\">A good overview of the website <strong>performances<\/strong> and operations published in the previous listing<\/span><\/span><\/li>\n<li><span style=\"font-size: 1em;\">An owner who was already familiar with the whole <strong>buying\/selling concept<\/strong>, so he was easier to approach compared to a webmaster who has never been asked to sell theis website before<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>The industry<\/h3>\n<p>Any due diligence should include a research of the industry where the website is operating, so here are a few words about it.<\/p>\n<p>Online recruiting is<span style=\"font-size: 1em;\">\u00a0a well established multi-billion dollar industry with big players around (job boards like Monster, CareerBuilder, or job search engines like Indeed, just to name a few) and <strong>lots of small fishes<\/strong> operating in niches.<\/span><\/p>\n<p>The industry top challengers now are the social networks, with LinkedIN promoting more recruiting services and Facebook recently launching their first job service, and the mobile platforms &#8211; great for reading the contents but not for generating application letters and updated CVs.<\/p>\n<p>&nbsp;<\/p>\n<h2>Phase Two: Negotiation<\/h2>\n<p>The first time I contacted the seller he replied asking an astonishing price of <strong>70x monthly revenue<\/strong>. (note: 70x means 70\u00a0<em>times <\/em>the value).<br \/>\nThe justification for that was that he wasn&#8217;t looking to sell the website (fair enough) and that the website has lots of potential (usual story &#8211; they always have!).<\/p>\n<p>As I don&#8217;t buy <em>potential<\/em>, I did my <strong>due diligence<\/strong>, taking the opportunity to collect lots of valuable information from a competitor, and then I presented my best offer that was promptly turned down.<\/p>\n<p>That was in\u00a0August.<\/p>\n<p>In October, the same day that\u00a0<a title=\"Adsense for Feeds retirement\" href=\"https:\/\/googleblog.blogspot.nl\/2012\/09\/more-spring-cleaning.html\" target=\"_blank\">Google announced the retirement of Google AdSense for Feeds<\/a>, the seller wrote back offering the website for the same price he bought it on Flippa more than one year before.<\/p>\n<p>That was interesting&#8230; having all <strong>the previous data<\/strong> I knew well that Adsense for Feeds was accounting for <strong>~50 percent of the website revenues<\/strong>!<br \/>\n<span style=\"font-size: 1em;\">So, I could imagine the disappointment following the Google decision, and I turned down his proposal.<\/span><\/p>\n<p>At the end of November the seller came back accepting my previous offer, the one back in August.<\/p>\n<p>We performed a new due diligence: the\u00a0<strong>website still had solid traffic (avg\u00a0270.000 pageviews\/month) and revenues<\/strong>, so I presented again my best offer, based on the current monthly revenue <em>minus<\/em> the Adsense for Feed half, <strong>multiplied by 17.<\/strong><\/p>\n<p>The seller now seemed in a rush to sell, so the offer was accepted with a little more negotiation.<\/p>\n<p>At the end of December, I got my hands on it, being a perfect time for a Xmas gift.<\/p>\n<p>&nbsp;<\/p>\n<h2>Phase Three: Improvement<\/h2>\n<p>After the transfer, the work focused in two directions: <strong>reducing operational costs<\/strong> and <strong>increasing revenues<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h3>Reducing Operational Costs<\/h3>\n<p>The only recurring expense was the hosting, quickly <strong>reduced by 6x factor<\/strong>\u00a0moving to a more efficient provider.<\/p>\n<p>&nbsp;<\/p>\n<h3>Increasing Revenues<\/h3>\n<p>The revenue model was based on<strong> advertising<\/strong> using AdSense, with ads displayed both on webpages and newsletters.<\/p>\n<p>I kept the same model, but worked on <strong>optimizing the ads placement<\/strong>, introducing better sized Ads in the above folder areas.<br \/>\n<span style=\"font-size: 1em;\">I also worked on <\/span><strong style=\"font-size: 1em;\">increasing the traffic<\/strong><span style=\"font-size: 1em;\">, including the website in more job search engines (all free organic traffic).<\/span><\/p>\n<p>The first three months the revenue <strong>increased by 3.7x<\/strong> &#8211; that&#8217;s a fantastic 370 percent increase!<\/p>\n<p>In parallel, I looked for a replacement of the dear AdSense for Feeds, and\u00a0switched to FeedBlits.<\/p>\n<p>This provided an additional revenue stream that alone <strong>doubled the previous earnings<\/strong>. (additional 2x)<\/p>\n<p>The third move was to launch a paid service, asking employers to pay the previously free access to the resume database.<\/p>\n<p>This wasn&#8217;t the success I hoped for, but it\u00a0<strong>added a nice 20 percent<\/strong>\u00a0of the original revenues to the monthly income.<\/p>\n<p>&nbsp;<\/p>\n<h2>Phase Four: Breaking Even<\/h2>\n<p>The magic day arrived after 3.5 months.<\/p>\n<p>The math is simple:<\/p>\n<table class=\"aligncenter\" style=\"width: 50%;\" border=\"1\">\n<tbody>\n<tr>\n<td><\/td>\n<td><strong>Original<\/strong><\/td>\n<td><strong>Current<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Adsense for Content revenue<\/td>\n<td>1x<\/td>\n<td>3.7x<\/td>\n<\/tr>\n<tr>\n<td>Feedblitz revenue<\/td>\n<td>&#8211;<\/td>\n<td>2x<\/td>\n<\/tr>\n<tr>\n<td>New Service revenue<\/td>\n<td>&#8211;<\/td>\n<td>0.2x<\/td>\n<\/tr>\n<tr>\n<td><strong>Total<\/strong><\/td>\n<td><strong>1x<\/strong><\/td>\n<td><strong>5.9x<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><strong>Note:<\/strong> all the values are based on the last three months average.<\/span><\/p>\n<p>At a rate of<strong> 5.9x<\/strong>, the original <strong>17x<\/strong> investment is recovered in&#8230;. <strong>2.88 months<\/strong>.<\/p>\n<p>So why did I declare I was breaking-even at<strong>\u00a03.5 months<\/strong> then?<\/p>\n<p>Because, we should never forget the obvious hidden costs\u00a0such as time spent in the pre-buy (due diligence &amp; negotiation) and post-buy (operating the website), but also Escrow fees paid during the acquisition and operating costs like the hosting.<\/p>\n<p>If you&#8217;re a fan of\u00a0<strong>ROI<\/strong>, here is the exercise:<\/p>\n<p><em>Net profit \/ Investment \u00d7 100 =\u00a0<em><strong>return on investment (%)<\/strong><\/em><\/em><\/p>\n<p><em>5.9 \/ 17 x 100<\/em><strong><em>\u00a0= 34%<\/em><\/strong><\/p>\n<p>A <strong>high yield<\/strong> is fundamental in website investing due to the rapidly changing nature of online businesses.<\/p>\n<p>&nbsp;<\/p>\n<h2>Phase Five: Selling?<\/h2>\n<p>Why should I? I see this investment as HOLD.<\/p>\n<p>The <strong>break-even point has been reached<\/strong>,<strong>\u00a0<\/strong>the time required to run the business is <strong>less than 30 minutes\/day<\/strong>, and I see room for more improvements in the future &#8211; or at least I can try new things and see what&#8217;s working.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>I hope you enjoyed this shared experience, please do let us know your thoughts!<\/p>\n<p>Did you ever invest in a website?<\/p>\n<p>&nbsp;<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;2768&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;1&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;4&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;4\\\/5 - (1 vote)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Buying a Website Case Study: break-even in 3.5 months&quot;,&quot;width&quot;:&quot;113.5&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 113.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            4\/5 - (1 vote)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>In this post, I&#8217;ll analyze\u00a0brag about a real case study of a successful website investment, sharing the whole experience of searching, buying, and improving a web property. Website name and absolute numbers are confidential, but all the percentages and multiplying factors mentioned in this article are absolutely real. The website itself is a career website&hellip; <a class=\"more-link\" href=\"https:\/\/danielebesana.com\/blog\/biz\/case-study-break-even-3-5-months\">Continua a leggere <span class=\"screen-reader-text\">Buying a Website Case Study: break-even in 3.5 months<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":2769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[130],"tags":[95],"class_list":["post-2768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biz","tag-online-business","entry"],"yoast_head":"<!-- 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