The Value . . .
There are a finite supply of quality domain names in every vertical. The adoption space was no different. In my opinion there are a few domains that are on par with “Adopting”.
It’s important to
point out there are two primary consumers of the term adopting. There are those as it relates to both the adopting of people and pets.
On par with adopting of the single word variety there are:
Each of these are actually in use by different companies. All of which are direct competitors to the ultimate buyer of Adopting.com.
Please note I’m excluding the two word and longer domains as these are more specific than their broad match single word counterparts. This highlights a very important fact:
Category defining keyword domain name utilization is a strategy in place by major players in this industry.
A big selling point for this domain was the fact that this was the ONLY single word .com domain in this vertical that is/was available.
Finding the Buyer . . .
Domain Holdings went to work and started reaching out to potential Buyers. Many people were interested in this domain. However, after all was said and done and the six figure expectations conveyed, only a few remained standing.
Those that remained were competitors all vying for a larger market share. A few of which currently own some of the domain names above.
Only two remain . . .
The bidders dwindled and only two companies remained in the final leg of the negotiations. One of these companies already had an impressive web presence and strategy. The other was looking to compete with the major players and obtain a stronger foothold in the industry.
After a bit more back and forth the organization with the already established marketing strategy halted their progress. They were not willing to increase their offer. I feel hubris was partly to blame. Both buyers were seeking to acquire this domain with the intention of developing it out.
However, the Buyer who lost out on this domain was overlooking something incredibly important . . . Brand Protection.
The most successful companies in the world all have some level of brand protection strategy in place. I’ve brought 7 figure offers to Procter and Gamble for one of their domain names and they refuse to sell on the grounds of brand protection.
While P&G may be viewed as an outlier due to their size, every company needs to consider brand protection at some level. The Buyer who passed on the opportunity, despite my advice didn’t think that was important at the time.
The argument could also be made that the ultimate buyer had more to lose out on if he didn’t acquire this. I personally feel the final Buyer of this domain name made a very intelligent choice and I wish him much success in the future.
Congrats to the Buyer
I would also like to mention that throughout the entire process the Buyer was incredibly genuine. His concerns for paying the final price for this domain were strongly from a position of wanting to make sure his colleagues were not to be put at risk from too large of a cash outlay.
The Buyer and Seller were incredibly amicable during the whole transaction. If anyone would like more information on the adoption process I would highly recommend they speak with the Owners of Adopting.com.
They truly care about the families and children and take pride in what they do.
It blows my mind that people seem to think what’s available today will be there tomorrow. Each and every day the internet is growing and becoming more competitive. Domain names are a finite and appreciating asset to every company. Especially those of the single word generic variety.
If you are contemplating acquiring a domain name decide on a plan and execute. You’re never too big to fail and it may not be available when you finally get around to it.