Young, Passionate, Energetic and Qualified. DEEP inside the Candy.com Deal

Morning Folks!!


Money can't buy what I am looking for. Money depreciates, evaporates and gets spent. I am looking for lifetime revenue streams. Generational revenue streams.


So when the guys that eventually bought Candy.com said they had no $$$, I let them know that was not going to work. But they did have energy, passion and they were qualified since their family had been in the candy business for some 37 years.


But they were not satisfied just being another candy company. They got tired of doors being shut in their face. They got tired of working harder but not smarter. They got tired of the same thing and decided to do it a different way. They decided after 37 years it was time for their industry to take notice of their company.


Instead of having doors shut in their face those doors were opening before they even knocked on them. They were now Candy.com and in that industry, that says something. That gives them a seat at the table whether they want them there or not. Period!


Calogo


So they had the requirements but not a whole lotta money. I gave them a dollar figure they would need and told them to go out and raise the cash. And they eventually did. I was able to construct a deal with so many moving parts they have to remind me what's in it. Payments, Interest, Royalties, Ownership rights, options and even a very significant payday when and if candy.com changes hands.


A domain making me anywhere from $35/day to $300/day was now making me a quarter million a year. Candy.com went from zero to projected $12MM in 2013. They now have nearly $1MM in paid inventory and several distribution points from coast to coast insuring the longest delivery is 2 days. They are growing every day. Their growth is taking the toll on others in the sector.


They have expanded into several new areas and more expansion is coming. Nothing happens overnight. In business it takes about 3 years to germinate and then you really BEGIN to blossom.


This is the model I will be following. There will be different moving parts on different deals because what is important to one party may have no significance to another party.


The Property.com deal started with the same basis as the Candy.com deal. All we had to do is rearrange in order of importance. But they brought the same elements to the table as the candy.com guys and both have spoken in detail 2x at T.R.A.F.F.I.C. shows in the past years.


Granted, you can't do this on a plain jane domain name. It must be category defining or have other important elements. But I will tell you that a sea of regret faces MANY domainers as they let liquid gold go thru their hands without getting much gold in return.


I recently looked at the list of the top 500 domain sales. I looked at Candy.com in the top 20 and realized it may be the leader of the pack someday. All other deals are done and over. These deals live on and grow and branch out and present new opportunities and do all types of things I have no way of even describing today. Each is its own little magic carpet that may whisk you away with benefits and experiences that are priceless.


It's obvious we are moving into a new phase and now folks take the net seriously. It is no longer a side entrance, it is the main entrance. It is no longer something you put up and walk away from. It is something you work every day and watch it evolve. Folks get it now. They see the power and so everyone is now trying to harness the power we have been trading in for nearly 2 decades. I can never say it enough. Overnight successes take 20 years to germinate and bear fruit. Everything we have done, made and experienced along the way I see as a bonus. Some booty we just happen to bag before the gun goes off and the REAL RACE BEGINS!


Rick Schwartz




3 thoughts on “Young, Passionate, Energetic and Qualified. DEEP inside the Candy.com Deal

  1. Guy

    you need to shoot/fire the seo guy Rick
    gave up when searched past 4 pages on google for ‘candy’ and didn’t show up
    100% of public will do the same
    bottom of page 1 bing
    dylanscandybar.com pissing all over it
    not a hater,you know me, just stating facts
    developers need to ask themselves why the search engines are disliking it?
    they SHOULD have a massive advantage with candy.com
    memorability and type in hugely helps but it is not performing as well as it should
    bottom of page 1 yahoo
    page 1 great, but again, dylanscandybar.com outperforming it
    BUT
    this was a trailblazing deal, you pulled it off and you both are winning. it’s great
    how do you track what they need to pay you?
    I think thats the hardest part of the deal and why people are happy to take the one off payday

    Reply
  2. Scott

    Did the Google slap hurt their numbers (revenue/daily uniques, etc) at all last year? Looks like it got hit pretty hard by the algo updates.

    Reply
  3. Bako.com

    It’s all about type ins with a domain that great! Anyway they have 6000 products and they are on page one for a lot of them I am sure, I tried a few.

    Reply

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