Published on November 14, 2013
Generating New Revenue Streams with Premium Domains Bob Mountain Chief Revenue Officer Afternic.com
Agenda • What is a “Premium Domain”? • Overview of premium domain a9ermarket • A9ermarket technology • Beneﬁts • New TLDs • How can you get involved • Q&A
What is a Premium Domain? • Domains are similar to commercial real estate: they are a business’s “online store front” and “digital idenKty” • ExisKng registraKon • Short • Highly memorable, supports a business’s on-‐line idenKty • SEO-‐friendly • May have type-‐in traﬃc before being developed
Premium Domain Customers LivingAuthentically.com PearlParty.com PoolClean.com GlobalRenewable.com HotSoup.com RatePoint.com FoodSteps.com SafetyTown.com McCapital.com SteakExpress.com
Why Invest in a premium domain? Key Point Details Legitimacy A good domain name conveys legitimacy and professionalism. Customers will be more apt to do business with you online. ROI The .COM extension is easily the most valuable and sought after extension – and most quality .COM addresses are only available on the secondary market and only for a premium price. Discoverability Domain names are equivalent to online Real Estate. You want a prime location so your prospects and customers can reach you. Search engine strength Domains with strong keywords can improve your ranking in the major search engines Traffic Purchasing a domain with existing traffic can help drive targeted leads/sales and grow your business Previous History Domains with previous history are considered more authoritative in the eyes of search engines
Secondary Markets Often Eclipse the Primary Market U.S. Equity Market Residential Real Estate Shares sold in secondary market Shares sold in IPO market $35.5 billion $30.7 trillion Automobiles Units sold in secondary market Units sold in secondary market New construction units sold 306 thousand New cars sold 4.3 million 10.6 million 35.5 million 4
The Aftermarket Represents A Significant Revenue Opportunity. Value of Global Aftermarket Domain Sales $1,000 $1 billion $ Millions $800 $600 $400 $200 $0 '00 7 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12
Premium Domains are Optimized for SMBs 77% of A9ernic Domain Buyers are Small and Medium Sized Businesses Non-Profit 4% Personal 4% Domainers 10% 500+ Employees 4% SMB 24-499 Employees 15% SMB 6-24 Employees 21% SMB 1-5 Employees 42%
SMBs Need Premium Domains To Be Successful Online Growth Online Presence 5% Only of Indian MSMEs have an online presence 33% Only of SMBs worldwide have a website 75% of businesses in Asia ran social marketing campaigns in ‘11 SMBs with a strong web presence report: 2x Revenue increase 2x Hiring 103+ Growth rate 2x Scarcity 11% 8x Million .com domains registered Annual growth rate across all TLDs Increase in sales volume on Afternic since ‘07
Afternic Enables Smooth Transition with Fast-Transfer Technology 1 Purchase 2 Authorization Reseller partner purchases a domain from Afternic inventory. Afternic Reseller Buy Domain.com 3 Transfer Afternic requests Losing Registrar to start transfer and get authcode from Registry. Losing Registrar Authcode Registry Afternic gives Reseller the authcode to transfer the domain via Registry. Afternic Authcode + Owner info Reseller Transfer Registry
The Only Global Premium Domain Reseller Network Europe Canada Caribbean U.S. Asia Oceania page 11 21
Why should your customers care? 12
Search Engines Like Shorter Domains • Older, more established domains tend to be shorter • Long, exact match domains tend be owned by spammers • Large corporaKons invest into shorter names, more SEO and content • Shorter domains are more memorable
Search Engines Love Exact Match Domains • Exact match domains perform well in search results; recent study by the Open Algorithm conﬁrmed correlaKon of exact match domains to search query on Google • Successful brands create new exact-‐match domains, much like Amazon and Facebook 14
Search Engines Love Exact Match .com Domains 15
Search Engines Even Like Hyphenated Exact Match Domains 16
Keyword Match Improves Search Engine Position 17
New TLDs will Create Huge New Premium Domain Opportunity Now Yesterday 18 gTLD extensions in active use 23 Internationalized county-code extensions 250 Traditional country-code extensions New Options are now available: .PW Professional Web .In.net Subdomain for India Beginning this Year 66 New gTLD internationalized extensions 900 Global brands launch their own extensions 500+ New open gTLD extensions available
Million-dollar Question: Which Domains are Premium in New gTLDs? Suggest Value Refine Monitor • Need to analyze masses of data and iden0fy candidate domains • Need to pair domains with market data valua0ons • Need to keep updated candidate lists based on news and global trends • Need to monitor prices to ensure fair market value
What’s in it for you? • New revenue opportuni0es – Make proﬁt on premium domain sales – Extremely high renewal rates – Premium domain customers have highest life0me value • BeAer user experience – More domain choices • Customer reten0on – Don’t let your customers buy them elsewhere
Get Involved: Integrate Premium Domains into Your Service Offering
These Resources Can Provide More Education on Premium Domains. www.DNJournal.com (sales data over many years, domain trends, etc…) www.DNSaleprice.com (comparable sales by keyword) www.Namebio.com (domain comparables and resources) www.Archive.org (domain history) www.Valuate.com (rough domain appraisals – use when helpful) www.Domaintools.com (Whois/is name for sale/archive records) www.NameFind.com (name suggestion engine) www.NameBee.com (Domain Name Industry blog aggregator)
Put Premium Domain Sales to Work for You. Call Us Today. Carissa Pompei Business Development Manager firstname.lastname@example.org +1 781.839.2876 Bob Mountain Senior Vice President, Business Development email@example.com +1 508.878.0469 Nadya Morozova Director of Business Development, Europe firstname.lastname@example.org +44 782.612.1912
About Afternic “AGernic.com the largest premium domain marketplace in the world with over 100 par0cipa0ng members and the most secure and advanced technology in the industry” Brands Afternic is the leading domain reseller network in the world, spanning four continents and serving nearly 1 billion domain queries per year. SmartName is a leading domain monetization company, generating millions of dollars in advertising revenue through advanced technology.
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