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Is ETF.com Worth $9.5 Million?

June 6, 2011Domain Sales, Domaining, Domainnamewire, etf.comComments Off on Is ETF.com Worth $9.5 Million?

A big market but a big price tag.

From a Covestor today comes this sales pitch for ETF.com.

Asking price: $9.5 million.

The domain is being brokered by a Seattle outfit called Broadmoor Associates. I’ve never heard of them before, and they don’t list any names on their web site, but apparently they’ve been the exclusive broker of some good names (and some rather poor names) in the past.

A Reuters blogger takes issue with the valuation methodology in the pitch deck, and I can see why. But hey, we all try to put our best foot forward when pitching a product. It’s up to the buyer to decide.

The site gets just over 100,000 visitors in 2010. 41% of that was direct type-in according to the pitch deck.

The brochure points out that $9.5 million price tag slots the domain nicely between Facebook’s $8.5 million purchase of FB.com (price not completely confirmed) and Fund.com’s $10 million sale. Neither of these are very relevant since FB.com was bought by Facebook and Fund.com was one of the dumbest purchases I’ve ever heard of, which still makes me doubt it actually happened as we’re told.

This isn’t to take anything away from ETF.com, which is a stellar domain name indeed. It’s been on the block before, at the Epik conference last year.


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