What Does a”20 Year Plan” Really Mean Through My eyes?

Morning Folks!!


I don't have all the answers and I don't have to. Just a few will do. Like you, I can only guess. Speculate. Put my money on it and see how it all unfolds.


When I was a kid I remember when the Empire State Building was sold for $12 Million and everyone was stunned how anyone can overpay so much. Sex.com sold for more than the Empire State Building. Fast forward and now we are talking many billions. They are even taking the building public to raise a Billion Dollars.


Las Vegas years ago had nothing but sand and a vision. A longshot vision.


I can tell this story 100 ways from 100 views and another 100 paths on each. Here is only ONE of many ways I see what I do and domains in general.


I would describe what my business plan like this as a real world type parallel..
1. My first hurdle was to figure out how to afford to hold and maintain many domain names for 20 years.


2. Buy raw dotcom land in many places throughout the USA with potential for commercial development.


3. Focus on Oceanfront, Riverfront, close to ocean or river.


4. Try and target Times Square for advertising and Las Vegas for sheer people power.


5. Study the development of places like Times Square and Las Vegas.


6. Since I was too late, too young and too broke to participate in that game, I found one that has parallels in a new dimension.


7. So imagine it is 1948 and you are in Las Vegas. There is just SAND! There is nothing else.


8. Build it and they will come and so they do.


9. I see this new thing happening and realize that there may be many ways to capitalize on something like this if it were to work even if gambling is not your business.


10. So the first road is paved and now there is a street.


11. Let’s call this street (Las Vegas Blvd) Dotcom Blvd


12. I have a few extra dollars and decide to buy some land on Dotcom Blvd.


13. I decided it will be many years before it will have any value because right now it is just sand and wind.


14. I think if this idea were to unfold the way they say, millions of people will come to Dotcom Blvd in Las Vegas.


15. But SHIT!!! That will take TWENTY YEARS!!


16. I decide it is now or never. If I don’t buy it somebody else may come and buy it. Act NOW or it’s over!


17. I go have lunch and decide to buy the piece of land I was looking at.


18. SHIT!!! Somebody else bought it within the hour.


19. I better go look for another dotcom property.


20. SHIT!!! That one is already sold! (Maybe I can grab his sand and move it?)


21. The third is a charm. I now have my own dotcom sand.


22. Gee these guys are buying multiple properties. What do they see?


23. Gee, these guys are pretty sharp.


24. I think I am going to buy some more dotcom sand


25. I tell others in business, they just laugh at me for buying sand.


26. I try and explain that in 20 years or less this sand will be very valuable because a lot of people will be passing by everyday.


27. They laugh


28. I buy more sand


29. More people laugh


30. I keep talking about this 20 year plan.


31. They laugh


32. I explain about it being a “Unique opportunity in time”


33. They laugh


34. I explain you MUST get the land first if you are to even have a chance at success.


35. They laugh


36. I explain this was an opportunity that my father and grandfather and their fathers before them never had and they should pay attention.


37. They laughed.


38. I bought a major corner on Dotcom Blvd in Las Vegas


39. They stopped laughing but now thought I was insane.


40. I repeated the process 1000 times


41. Others started repeating the process


42. Sand turned into activity.


43. I stood on my sand. I looked at the hotels being built


44. I put up a few billboards on my sand with no advertising


45. The new casinos in town see the billboards


46. One hotel asks to put his name on my billboard


47. I say ok


48. He gives me $1 Million check


49. People passing buy laughing at me for not building.


50. I put some more billboards up


51. More people give me more money


52. I learn about effective billboards


53. I learn about ineffective billboards


54. I learn where folks are going


55. I learn what folks are looking for


56. I open up a short cut to the hotel via a sidewalk on my sand.


57. It saves the folks time and money


58. Casino is willing to pay me more to be exclusive and have all my sidewalks lead to his casino


59. Next thing ya know they need parking spaces


60. They pay me more for my sand then I can earn selling water in the desert.


61. I abandon idea of opening up lemonade stands and decide to open parking lots instead.


62. Parking lots have low overhead and are cash cows


63. That’s what gets me to New York. San Francisco. It’s been YEARS since I was in San Francisco, at that time the rate was $70/day. Most people on earth don’t even make $70 a day. Go tell those parking lots they don’t have a legitimate business and own the priciest of real estate.


64. Gee, that sounds like a good way to do it while I pass the 20 years.


65. Gee look at etoys


66. Gee look at Pets.com


67. Gee, I think it is smarter to wait and learn from their mistakes than pissing away billions of investor dollars on a bag of smoke.


68. Gee impression based advertising is stupid.


69. Gee impression based advertising was like a parking lot stealing all the cars


70. Gee how come that model collapsed and took many down with it?


71. Impression based advertising was like driving a bus down dotcom blvd and simply pointing out the casino. The casino paid to get pointed out but could not have a benefit because the bus and customers were long gone along with the money the casino or all other businesses paid. The bus never stopped to be=ring them the damn customer!


72. Gee that was dumb.


73. Gee, I talked about it constantly in 1998 and 1999.


74. Gee that was what collapsed things in 2000. It had to collapse using that model and it did. It was a flawed and worthless model but they all bought into it.


75. Many walk away


76. I just shrug it off as a learning experience for the totally ignorant and a rip off of epic proportions from those providing those worthless impressions that were not aimed at making sales.


77. Why do I just laugh and shrug it off?


78. I have a 20 year plan.


79. Many laugh


80. Many can’t plan 20 seconds ahead let alone 20 minutes, 20 hours, 20 days, 20 weeks, 20 months, 20 years.


81. Why get educated if you can’t think 20 years in advance.


82. When you look at things like that, everything is merely a blip and the important things are easy to pick out.


83. Those that work real hard and went broke get pissed


84. Those that did not see what was coming get pissed


85. Those that laughed are now pissed and they know the difference between our 2 plans.


86. I will start my projects as sand turns into concrete


87. I don’t even have to open a casino in Las Vegas to make money.


88. Where there are people there are always ways to make money


89. When you understand traffic on Dotcom Blvd. that gives you power and insight that very few have.


90. When you watch and understand that traffic for 20 years you learn things others have never even thought of or questioned.


91. That leads me to buy more sand in more places.


92. See I think developing for the sake of developing is not something I ever wanted to pursue even though I tried numerous times throughout the years.


93. I plan develop by NEED and audience size matched with a profitable good or service.


94. But the dust on the Internet has yet to settle although it is now taking on direction and shape.


95. Something that I envisioned would take 20 years because of the enormous size of the change of habit and it would be worldwide in a way that nobody can really understand. Never in the history of mankind have so many adapted to something new so quick. Yes 20 years is a FLASH. Nothing ever became so universal so fast. Not electric, not phones, not TV, not even the computer itself.


96. How long do you think it would take for the Internet to evolve back in 1996 when less than 1% of the world’s population was online?


97. So the way I see things is very different than perhaps anyone else as I am sure your visions may be unique to you and what you want and the lifestyle you are striving for.


98. While I saw domains being something that would bring many people together, I don’t ever think I saw that just selling the picks and shovels could be such a multi billion dollar business and still expanding.


99. While I thought domains would parallel real estate, it did so faster, deeper and more mainstream than I thought would happen.


100. I think social media only enhances this in an exponential way.


101. So I still believe we are in our adolescence. But it won’t be much longer that adolescence begins the journey of maturity.


102. So just like a boy or a girl takes 20 years to mature and THEN blossom, so was my approach to Dotcom Blvd.


103. Graduation day is not the day you reach your full potential. It’s the day you start your journey.


104. It’s the day you mark when things really begin


105. It’s the day that starts life as we know it.


106. So I have this 20 year plan and folks still laugh.


107. But I have the “Luxury of time” to decide which parking lots are turned into Skyscrapers or Department Stores or just keeping as a parking lot until there are no more cars to service.


108. Real Estate, Oil wells, Mineral Rights, Parking Lots, Store Fronts, Billboards, Message Boards, Gold Mines, Diamonds, name your poison. Name your path. Name your trail. Never has any single item had so many faces and possibilities and parallels as a domain name.


109. So we can be condemned for seeing things early but that won’t change the facts of acting on a hunch and taking a huge risk when the next guy with the same opportunity passed on that great risk


110. Great risk receives great rewards when the risk you take just happens to unfold as you saw years ago.


111. So what would you call somebody that bought in the desert when nobody else on the entire planet wanted it and everyone laughed at him? What do you call the guy today with an acre of sand on Las Vegas Blvd that is just a parking lot? Some old fat guy at the gate with a cigar hanging from his mouth. Each night he collects $20 each for the 5000 cars that fit in his garage. Oh didn’t I tell you, he decided to focus and build on that parking lot a 12 story garage capable of holding 5000 cars at $20 each and turns the spaces an average of 2.5 times a day. Gets $50 on special event days.


112. The fat guy at the gate just keeps laughing as each car hands him $20. Another puff on the cigar, another laugh. $250,000/day business and he did damn well for his $100 investment. The garage he built that was a simple skeleton paid itself off in just 4 weeks so there is no mortgage.


113. They told the old guy he no longer had to collect the cash. That now they had machines to do the same thing and he could go to Florida and just lay on the beach.


114. I heard he declined the move. He just loved laughing his ass off. Every 5th car would pay off that original $100 mortgage.


115. Ok, so that is one path. One parallel. Now let’s talk about the oil well parallels.


116. Then the Gold Rush Parallel.



  1. And to be fair, don’t forget the tulips. The greatest BUST in history and to some, domaining is exactly like that. Don’t know about the tulips? Look it up!

  2. There is also the collectible parallel.

  3. The TV parallel

  4. The Hollywood Parallel

  5. The stock market Parallel

  6. The Location, Location, Location, parallel

  7. The Monopoly Game Parallel.

  8. The Game of Life Parallel

  9. The Radio, Newpaper, Magazine Parallel

  10. More parallels in one commodity than all others combined and I have barely scratched the surface!


There has never been anything quite as universal and VALUABLE as a meaningful domain name and 2012 marks the year that the cat is out of the bag. Predators from every corner will come out like cockroaches at night trying to undermine your efforts in any way possible. Some of my friends are way too nice and find themselves on the short end. My only suggestion is to grow some balls and learn how to tell people to shove it up their ass with a 2 x 4.


See there are efforts by scammers that don’t take 20 years. They can fake out the system in 2 or 3 years or less and then just walk away with your property. Folks it is time to stop being naive. The next jackass that contacts you that you never heard of that wants one of your domains is likely not who they say they are and likely have an agenda. Why pay for a domain when they can PLAY the domainer?


Good luck and go grab your share of the pie! But don’t be a victim of those predators. They play with an empty hand, don’t play with an empty offense. You don't need a lawyer all the time, but you do need balls every moment from this day forward.


As investors in domain names we have done nothing wrong and worked within the system to capitalize on something just as they have done for hundreds of years on millions of items. Buy a $10 piece of art at a garage sale and a Picasso is behind it, well it’s yours and nothing will change it unless it had been stolen to begin with.


That brings me to my last point. Even if you lose a domain, track it!!! If you lose a domain because of wrong doing and it is years later, learn from the sex.com case. I believe in the years ahead we will see domain returned to their original owner and whatever business has been built will collapse overnight.


If you pay your annual fees, and don't do infringe or do anything intentionally wrong with your domain, then don't be intimidated by companies large or small. The smallest guy can defeat the biggest guy with WORDS and THOUGHTS and IDEAS as well as public opinion.


Your only limit is your 'Life Expectancy'. So something maturing in 100 years won't do you a whole lot of good in life. You'll be long dead. Depending on your age, you may have 20-40 year horizon to accomplish what you want. Life is not as long as you may think.


Have a GREAT Day!

Rick Schwartz




26 thoughts on “What Does a”20 Year Plan” Really Mean Through My eyes?

  1. Gingerbread Man

    Wow. That was deep. Thanks, Rick! Keep em coming.
    #117 The supply and demand curve will rise exponentially after the upcoming gtld fail. This should take place around year #19 of the 20 year plan. Specifically, the alternative gTLD’s will have failed miserably leaving .COM the only game in town. This will leave you as one of the few guys holding a quality portfolio of non-pigeon sh*t domains. Your competitors all sold out in years 10-15. Nothing crazy about your 20 year plan. I commend you for having it and sticking to it.

    Reply
  2. rk

    Hey Rick,
    Good write up.
    I just say this to non-believers and predators in the words of Great Mahatma Gandhi:
    First they ignore you,
    Then they laugh at you.
    Then they fight you,
    Then you win!

    Reply
  3. Ghandi

    @rk…
    You forgot one…
    “Then they kill you.”
    This is what they are trying to do to Rick with that bogus wipo action.
    They can not be allowed to prevail.

    Reply
  4. Bruno G.

    #118 TWenty years ago, it wasn’t so crowded here on the net. After 2 decades of solid exponential growth, good luck finding a parking spot. Good move. As a result, your names are worth substantially more. I agree with above commentator the the gtlds will fail and that this will help your .com porfolio too. There is no difference between the new ones and those that have already failed.

    Reply
  5. Samit

    Brilliant as usual Rick.
    I’m homesteading on the DotIN Blvd.
    Granted it’s not Vegas, but there are a billion people there.
    And I have a 20 year plan.
    The people can keep laughing.

    Reply
  6. rk

    @ Samit
    I also have 20 year plan for INDIA names.
    But my plan is focused on .com even though I think both com/in are great for India related domains/sites.
    Have over 1500 INDIA related ones acquired over many years such as ShaadiTV.com, Chutiya-dot-com etc.
    But the problem is India domains get lots of traffic but pay almost nothing in ppc.

    Reply
  7. rob sequin

    Great write up. There are advantages to being early but you need patience and cash flow to finance the future.
    “2. Buy raw dotcom land in many places throughout the USA with potential for commercial development.”
    I’m doing this but with Cuba. Have been doing it for more than 10 years so I only have ten years left before my plan works :-0

    Reply
  8. Saveme.com Protects Internet Real Estate

    Genius :)
    Amazing person you have changed my life
    and I hope you start relaxing soon.
    You have worked very hard all your life
    and I want you to enjoy every day without
    stress of proving to people why you are right.
    Last piece of the masterpiece, perfection

    Reply
  9. Aggro

    So what?
    Problem with domaining is at heart, domain speculation buying/selling) is PASSIVE.
    Even with the very best domains – yes you increase the odds – but it’s still PASSIVE.
    You still need to wait for an entrepreneur/entity with the big idea to want to pay big bucks for the domain.
    The uncertainty is that it might come in 1 yrs time, 5 yrs or 20 yrs time…or after you’re senile or dead.
    NOTE: Just don’t be the fkin shmuck who regs dogshit domains, like these:
    – ctivist.com
    – forensic3d.com
    – samedaymarketing.com
    Hey Bhanot, how’s the sales going this year…LOL

    Reply
  10. Ernesto

    Hi Rick,
    Keep up the great work. I think the 20 year plan should actually be a 40 year plan if you can swing it…but, along those lines, I liked your parallel in #166 in which you equated domains with the Game of Life. You see, one nice things about domains is that they can easily be given to the next generation who will really be able to put a good domain to good use in what will surely be a wired world.

    Reply
  11. Roger

    Dude those are pigeon shit names. Seriously? I bet you lose money on your domains. Rick MAKES money whike ge waits. Wake up.

    Reply
  12. Altaf

    Hi Rick,
    Excellent write up! I read your first article in 1997-98. I found your ideas & since then I followed you. And never I stopped reading, learning or hand registering domains. Earlier I collected pigeon sheets, now I collect diamond. I have a vision of 20 years, but I may not live up to that. But I will follow you and advocate others to follow your path to prosper with ‘sands of dee’.
    Gratefully,

    Reply
  13. Adam

    If they ever have a domain name historical building
    The post Rck wrote should be etched in stone as a legacy to him and to all that may be inspired by him.
    Adam

    Reply
  14. iCloud

    Hi King. Long time follower here. It was your writing on erealestate that got me fired up so many years ago and keeps the blood flowing now. I agree with the guy above who predicted that your portfolio will increase in demand after the upcoming gtlds flicker out and die. I think that they will die quickly once introduced, but because of all of the bickering, lawsuits and delays, it may take a while to get to that point. Not sure they ever will actually see the light of day. In the meantime, there will be uncertainty in the industry as some hopefuls (fools?) wait for them. Once they are approved and then consequently fail, then the King will suddenly find himself heir to the royal .com throne complete with all of its wealth and loyal subjects.

    Reply
  15. Rod Seeber

    Be a little while for my hirerobots.com to come to fruition, like you say ……the rest of our lives, it is truly an exciting time to be alive !

    Reply
  16. Mike Seaton

    Very interesting post Rick.
    Curious as to your views about the .tel”Data in the DNS” extension – totally different from other gTLDs.
    I notice you have registered http://RickSchwartz.tel but purely as a defensive domain with no content.
    There is a big debate about the future of the .tel extension going on at http://telnic.org/forum – your views (whether positive or negative) would be of interest to all forum members.
    Thanks in anticipation.

    Reply
  17. capital bank

    “Good luck and go grab your share of the pie! But don’t be a victim of those predators. They play with an empty hand, don’t play with an empty offense. You don’t need a lawyer all the time, but you do need balls every moment from this day forward.”
    While you did mention this many times, what exactly are the loses? That you sold out ahead of time, and lost the opportunity to receive a better offer / continue to monopolize on the domain??

    Reply
  18. Speculate

    Thanks i did not realize that , i also have the singular and robohire/hirerobo ……. we are now out to 80 year plan, thanks for comment

    Reply

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