Kevin Hermansen - Store Coach's Lead BrokerOver the past decade, we've brokered the sale of over 100 web-based businesses for a total transaction value of just over $18.3 million. And we'd love to broker the sale of your online business as well!

We generally get at least 40% more for your online business than you could get selling it yourself... plus, we'll do all the work for you! And unlike most website brokers, we don't charge any listing fees, vetting fees or up-front fees of any kind! If your site doesn't sell (which is extremely unlikely - we have a 92% success rate), you won't pay us a single penny. And our brokering fee is among the very lowest in the industry (despite the fact that we do more for our clients than anyone else)!

We provide A-to-Z all-inclusive brokering services. We handle absolutely everything for you... We create the sale listing, generate leads, screen (vet) potential buyers, handle all communications with prospective buyers (this saves you dozens/hundreds of hours!), manage the due diligence & closing process, and facilitate the asset & funds transfer.

We have an impeccable reputation (as you can see in our Flippa Broker Profile to the right), and our past clients rave about their experience selling their business through us and our top-notch service and professionalism.

Most importantly, we'll help you get top dollar for your web business. You will NET MORE & PAY LESS™ with Store Coach Brokering Service!

Ready to Sell Your Site?

Inquire About Our Services >

Filling out the form takes just 2 minutes!

Why Use Us As Your Broker?

  No up-front fees of any kind
  92% success rate (and fast!)
  Lowest commission structure

Overview of Our Brokering Service

Overview of the Selling Process

1. Sign Simple 1-Page Broker Agreement
This simple contract spells out everything we'll do as your broker to get your business sold, the term of the agreement, and the brokering fee you'll pay us after your business is successfully sold.

2. Create Sale Listing
We'll send you a list of all the information & logins (read-access only) we need to prepare the listing. We'll then create the listing, get your feedback, and make any requested changes until you're 100% happy with it and give us the "green light" to take it live.

3. Post Sale Listing in Multiple Marketplaces
We'll list your site in multiple high-traffic marketplaces, including the Store Coach Marketplace,, and more. (Note: If you'd prefer that we not list in all of these marketplaces, we certainly don't have to... it's up to you.)

4. Extensive Promotion & Outreach
We'll notify our huge mailing list (comprised of tens of thousands of potential buyers) of your listing. Most of our listings are also featured in Flippa's weekly newsletters. Plus, we have co-broker relationships with several other brokers, who also promote our listings to their lists.

5. Field Inquiries from Prospective Buyers
This is where the "heavy lifting" really begins. Since we don't know which of the hundreds of people who inquire about the business will turn out to be the eventual buyer, we treat ALL potential buyers as if they'll end up being "the one." We'll handle ALL of the back-and-forth communications with potential buyers so you don't have to (this saves you dozens/hundreds of hours)!

6. Help You Negotiate Offers
We'll consult with you on how to respond to offers to help you get as much for your business as possible. We've negotiated hundreds of offers and have extensive experience putting together deal structures that work for both parties. Ultimately, it's up to you whether you accept any given offer or counter-offer.

7. Sign Letter of Intent (LOI)
Once we come to terms with a buyer on the basic deal structure, both you and the buyer will sign a Letter of Intent (LOI). This isn't the final agreement (see step 9 below), but it puts the deal in "pending" status (much like a home sale being "under contract") and allows us to move into final due diligence and toward closing.

8. Complete Due Diligence Process
The buyer has typically already done quite a bit of due diligence before getting to this point, but we'll assist him/her with completing their due diligence. This is typically the step where the buyer will want to have a phone call or two with you to talk about operations, growth opportunities, etc.

9. Sign Asset Purchase Agreement (APA)
Closing time! To consummate the deal, you and the buyer will both sign the definitive Asset Purchase Agreement (APA). The APA spells out all the terms of the sale, including how the assets and funds will be transferred (see step 10 below).

10. Transfer Assets & Funds
We'll manage the transfer of the sale proceeds to you, as well as the transfer of the business assets & accounts to the buyer. This process is typically handled through escrow, ensuring that both parties are fully protected.

Still Have Questions?

The quickest & easiest way to get your questions answered is by filling out the form above. Submitting the form in no way obligates you to proceed, but it will allow us to get your information and get in touch with you so we can answer all of your questions. We'd also be more than happy to talk with you in person. We can be reached at (855) 5-COACH-5 during regular business hours (Monday thru Friday 8am - 5pm MT).

Here's What Our Brokering Clients Say About Us...

"We got the listing price ultimately, and I really think that was due to everything [they] did... [They] did a great job negotiating and getting us the best price."

"Because of [their] honesty and integrity and knowledge, I just felt totally safe and totally confident that [they] would do everything right... and [they] did."

"You won't find a more honest, to-the-point, straightforward, friendly [broker] in this business."

- Patty Benson [Aptos, CA]

"Pair text with a video to give customers insight into your brand. Tell a story, explain a product detail, or describe a new promotion."

- Tommy Noonan [Reno, NV]

"Pair text with a video to give customers insight into your brand. Tell a story, explain a product detail, or describe a new promotion."

- Mike Morgan [Waltham, MA]

"Pair text with a video to give customers insight into your brand. Tell a story, explain a product detail, or describe a new promotion."

- Mike Huckabay [Richmond, VA]

"My business partner and I recently sold our $8+ million web business through Store Coach. As you'd imagine, selling that size of a company was a very big deal... lots of potential buyers, lots of due diligence, lots of back and forth with attorneys, lots of moving parts. Kevin and his team were right there managing it all. And they did an AMAZING job... very professional, great communication, and expert at negotiating and getting the deal done. We ended up getting 4 offers for the business and sold it for the full asking price. I'll definitely be using Kevin and Store Coach again for future website sales."

Trevor HiltbrandTrevor Hiltbrand
Lehi, UT

"Recently, because of health issues, we found ourselves in need of selling our business quickly. We immediately turned to Store Coach’s brokering service, because we had worked so harmoniously with the folks at Store Coach in the past when we were working to build our business. The business was ready to list within a week and sold just two days after going live! I can’t say enough about the integrity and professional proficiency Store Coach brings to their business dealings. Thank you for a job well done!"

Jeanne F. - Store Coach ClientJeanne Wolfington
Camano Island, WA

"I met Kevin Hermansen online, immediately recognized his expertise. He is an incredible ecomm broker [and] coach and provided immense insights regarding valuation [and] areas of site improvement."

Kevin NicusantiKevin Nicusanti
San Diego, CA

"Store Coach was a delight to work with. Kevin Hemansen's strengths are in accounting and eCommerce. He did a great job facilitating our deal from both the buyer and seller's perspectives."

Art Kessler - Buyer in Brokering DealArt Kessler
Chicago, IL

"When I asked Store Coach to sell one of my sites, they not only took care of all the hurdles that come with selling a site - showing proof of income, advertising stats, traffic info, etc. They also sold it FAST, and I received way more $$$ than I was expecting for it. Store Coach's Website brokering service is hands down your best bet to get the highest amount possible for your eCommerce website!"

Tony T. - Store Coach ClientTony Taslimi
Chicago, IL

"So this year I decided I wanted to retire and contacted Kevin at Store Coach to see if he could sell my store for me, and he did. It only took them a week to get it sold and within a few days they transferred the money into my account and got me more than I expected, so I am one happy camper."

Mike Farris - Store Coach ClientMike Farris
Santa Barbara, CA

Frequently Asked Questions

How much do online businesses typically sell for?

Most web-based businesses sell for somewhere between 20x and 60x their average monthly net profit over the most recent 12-month period (i.e. TTM, or Trailing Twelve Months), plus the cost value of inventory (if any) and the fair market value of other assets/equipment included in the sale. So, for example, a site without any inventory or equipment that made $100,000 in profit over the prior 12 months may be worth anywhere from ~$167,000 ($8,333/mo x 20 months) on the low end to ~$500,000 ($8,333/mo x 60 months) on the high end. That's a HUGE range... and not all that helpful to online business owners thinking of selling their website.

Where your online business will fall within this 20x - 60x range depends on several factors, including:

- your business' age
- how your revenues/profits are trending
- your traffic profile (i.e. free vs. paid traffic)
- sourcing considerations (barriers to entry, exclusive selling rights, price tiers, etc.)
- how much ofyour timeis required to run the business
- customer/email lists, social followers, trademarks, etc.

So, how much is your online business worth? We'd be happy to give you a free, no-obligation business valuation!

How much is my online business worth?

We'll tell you exactly what it's worth! Just complete our 5-minute automated interview, and we'll get back to you within 1-2 business days with a custom valuation of your business. It's free of charge and obligation-free.

Who decides the asking price?

We'll decide on the asking price together. We'll have some valuable input (based on a decade of experience selling/brokering 100+ web-based businesses), but the decision on the asking price is ultimately up to you.

How do you account for inventory or other assets/equipment in valuing websites?

For inventory, the cost value (i.e. what you paid your suppliers for it) is added to the earnings-multiple-based asking price of the business. For example, if you have $40,000 (at cost value) of inventory on hand as of the closing date, then $40,000 would be added to the asking price.

For equipment, furniture and other physical assets, the market value (i.e. what it's worth today in its used condition) is added to the asking price.

How involved will I have to be throughout the selling process?

Short answer: Not very much at all until the very final stages.

Long answer: We'll need 1-2 hours of your time up front to give us the information we need to prepare the sale listing. Then, depending on how fast of a reader you are, another 20-30 minutes to review the sale listing and approve it. Once the listing goes live and questions start rolling in from potential buyers, we may need to reach out to you occasionally (typically via text, email, Skype or WhatsApp) to get your input on questions we're unable to answer. We're usually able to answer a good 90% of questions on our own right out of the gate, and then need your input less and less often as we go along.

Occasionally, serious buyers will request a call with you before making an offer; but most buyers don't request to speak with you until after an offer has been made and accepted. Once we have an accepted offer, your involvement will step up quite a bit as we complete due diligence with the buyer (which usually involves a phone call or two and a fair amount of information requests from the buyer) and prepare for closing.

What brokering fee (commission) do you charge?

As low as you'll find in the industry (despite the fact that we do a lot more for our clients than other brokers do)! Our brokering fees are as follows:

- 2% for sales over $10 million
- 4% for sales of $5-10 million
- 7.5% for sales of $2-5 million
- 10% for sales of $1-2 million
- 12.5% for sales of $500k to $1 million
- 15% for sales under $500k

We don't charge any up-front fees whatsoever... no listing fee, no vetting fee, nothing. If your site doesn't sell (which is incredibly unlikely, as we have a 92% success rate), you won't pay a penny.

What is Store Coach's success rate of selling online businesses?

We boast a success rate of 92% over the past 5 years. See the FAQ immediately below for details on how we achieve such a high success rate.

How is your success rate so high, and how are you so confident you'll be able to sell my website?

There are 2 reasons:

1. We list your site in multiple marketplaces (unless you don't want us to), including our Website Marketplace,, and several others. We have a huge community and mailing list ourselves, as do the other marketplaces we list in. We also work with several "co-brokers" who promote our listings. (Note: The brokering fee you'll pay is the same regardless of where the buyer comes from. We may need to share a portion of our commission to the referrer, but that won't impact the brokering fee you pay.)

2. We're fairly picky about what types of brokering deals we take on. This is a commission-based business, and we typically put in hundreds of hours of time (which translates to thousands of dollars in costs) into each deal. We simply can't afford to take on deals that won't ultimately close. So rest assured that if we take you on as a client, we're supremely confident we'll be able to sell your site!

How much experience do you have as website brokers?

We're very experienced. Over the past decade, we've brokered the sale of over 100 web-based businesses for a total transaction value of just over $18.3 million.

What licenses or credentials do you have?

Kevin Hermansen (Store Coach's lead broker) has a Master's Degree in accounting and taxation (MAcc), having graduated Summa Cum Laude from Brigham Young University in Provo, UT in 2006. Kevin then worked in public accounting for ~5 years, spending time with both Ernst & Young (one of the "Big 4" accounting firms in the USA) and with Cooper Norman (a regional CPA firm in Idaho). While with Cooper Norman, Kevin was on a small team that specialized in business valuations.

Kevin is also licensed as a real estate agent in the state of Idaho (license # SP52592), which is required for business brokers in Idaho and many other states.

Do you require exclusivity? Can I concurrently list my site with other brokers?

Like virtually all brokers (and most DIY marketplaces, for that matter), we do require exclusivity (meaning you cannot concurrently list your site with other brokers or in other marketplaces).

Brokering is a commission-based business (and there are no up-front fees with us), and we'll be putting in hundreds of hours (which equates to thousands of dollars in costs) to create the sale listing, promote it, go back & forth with hundreds of prospective buyers, and complete the purchase. Prospective buyers will also be putting in a lot of time, and it's important that the businesses they're doing due diligence on are actually available to purchase once they're ready to make an offer.

For most listings, we ask for 3 months of exclusivity to give us enough time to find buyers and negotiate offers. (For some higher-value businesses that will require more extensive due diligence by prospective buyers, the exclusivity period may be longer.) If your business hasn't sold by the end of our exclusivity period, you can either keep it listed with us (in which case we will of course keep promoting it and working our leads) OR de-list it and try to sell it elsewhere.

Keep this in mind... The fact that we're willing to take you on as a client says that we're extremely confident we'll have no trouble selling your site (and doing so before our exclusivity period ends). Otherwise, we'd be wasting hundreds of hours and thousands of dollars in costs! There's a reason we have a 92% success rate getting sites sold!

What information will you need from me to prepare the sale listing?

The first thing we'll ask you to do is go through our 5-10 minute business valuation wizard. This will give us a good overview of your business, and you can do it now (it's free and there's no obligation to proceed with us as your broker).

After we've signed a simple 1-page broker agreement, we'll send you a list of 10-15 questions and login requests (read-access only). It only takes 1-2 hours for most sellers to provide all the information we need to prepare the listing.

Note: The most "daunting" request for many sellers is the business 'P&L Statement for the most recent 12 months. But don't worry if your books are a bit of a mess... we have accounting experts on our brokering team who can assist you (for no additional cost) with cleaning up your P&L.

How long does it typically take for an online business to sell?

Our running average is currently 36 days from the time the listing goes live until we have an offer in hand. This is obviously an average... there are a lot of factors that play into how quickly any given business sells. The main factor is the size of the business. Websites under $100,000 typically sell quite fast. Those in the $100-500k range take a bit longer, and larger 7-figure businesses take longer. The "aggressiveness" of the asking price greatly affects the selling speed as well. As you'd imagine, the less aggressive the asking price, the quicker it usually sells. Other factors include the revenue/profits trend (up, flat or down), the industry/niche the business is in, and how complex the business is to run (and relocate).

Do you screen potential buyers before sharing information with them?

Yes, we do. We know there are tire-kickers and copycats out there, and we're very careful with your trade secrets and sensitive operational information. While our listings are very informative and comprehensive, they typically don't reveal the site's domain name (or brand name) OR the exact product line(s) you sell. (We say "typically" because it's up to you whether this info is shown in the public listing... we're very flexible.) It's only after we vet potential buyers and get an NDA that we share this information. And even after that, we follow your instructions on what information is disclosed to prospective buyers and when.

What are the main steps in the selling process?

You can see a good overview of the selling process here.

My books are a mess... can you help with that?

Absolutely! Our team includes accounting experts who can assist you (for no additional fee) with ironing out your books and preparing your P&L Statement (and other financial information) for the listing. Our past clients rave about how helpful and valuable this is.

Are there any other selling costs besides your brokering commission?

Nothing substantial, no. There may be $30-40 of wire fees when the sale proceeds are transferred to you once the sale is completed, but that's generally it.

If you choose to have an attorney review the Asset Purchase Agreement (APA) prior to signing it, you will incur some costs there. But the APA is a pretty simple & straightforward document, so many buyers (especially on 5-6 figure deals) choose not to get an attorney involved.

Also, on most 7-figure deals, buyers will oftentimes expect to see audited (or at least reviewed) financial statements. So if you don't already have such financials, that may be an additional selling cost.

Is it common for buyers to purchase online businesses through an SBA loan?

It's not terribly common, but it does happen occasionally (especially on $500,000+ sales). Aside from a slightly longer due diligence / closing period (typically 45-60 days), it's usually a really good thing when the buyer funds the purchase through an SBA 7(a) loan. The purchase price is usually a fair amount higher than cash buyers are willing to pay, and you still typically get 90-100% of the purchase price right up front at closing (with the remaining 0-10% being paid via a seller note, over a 2-3 year period in most cases).

Click here to read our article about acquisitions facilitated through an SBA loan.

My web business includes marketplace accounts that are technically non-transferrable. Can they be included?

Marketplace accounts (such as Etsy and eBay) can be included in the sale of your web-based business, but it does complicate the transaction a bit. How we handle the transfer of these marketplace accounts will depend upon how your business is structured (i.e. corporation/LLC vs. sole proprietorship), how the sale is structured (asset sale vs. entity sale), and the desires of the buyer.

The absolute safest way to transfer Etsy/eBay/other marketplace accounts is to not transfer the accounts themselves. Instead, the deal is structured such that the buyer purchases the business entity that holds the accounts (i.e. an entity sale, rather than an asset sale). If the marketplace accounts are owned/controlled by "Selling Co" and Mr. Buyer purchases the Selling Co business entity (including all of the assets/accounts in its name), the marketplace accounts aren't being transferred at all. Selling Co owned/controlled the marketplace accounts prior to the transaction, and Selling Co still owns/controls the marketplace accounts after the sale. The only thing that changes is the owner/shareholder of the Selling Co business entity.

In the past, we've even structured a couple of deals where the original owner stayed on as a passive, minority owner of the business entity (i.e. a 1%, 2% or 5% owner). This way, the business was able to continue to use the original owner's name on the marketplace accounts, making it possible to not update ANY information whatsoever in the marketplace profiles.

If you and/or the buyer aren't willing or able to structure the sale as an entity purchase, the marketplace accounts can still be transferred to the buyer and included in the sale. While it technically is against the terms and conditions of some marketplaces (such as Etsy and eBay) to transfer a seller account from one party to another, it happens A LOT and is a very commonplace practice. When done carefully (following the guidelines listed below), there is very minimal risk of the seller account being flagged or suspended. After all, the marketplaces are primarily concerned about a) accounts getting hacked (not sold) and b) shady companies acquiring accounts with strong rankings/feedback/sale histories so they can change/replace the listings with totally different products or lower-quality knockoff products to trick marketplace customers (not legitimate sales of web businesses).

The main keys to a seamless, unquestioned marketplace account transfer are:

- Keep as much profile information the same as possible- Generally, even if the deal is structured as an asset sale, the buyer will be taking over the existing email accounts. This will allow you to keep the marketplace account's primary email address the same, which is important. If at all possible, it's also best to keep the bank details the same. The Asset Purchase Agreement (APA) will likely state that the cash in the bank account isn't included as part of the sale, but the bank account itself certainly can be included in the sale. Keep as much of the other profile details as possible the same as well.
- Don't update bank details right before a payout (if updating bank details)- If you'renottransferring the bank account that the marketplace deposits have been getting deposited into prior to the sale, be careful not to update the bank account information within 3 days prior to the next deposit.
- Update the profile information slowly and incrementally over time- You shouldn't make wholesale changes to the profile information all at once. Instead, you'll want to make one change at a time and spread out the changes over several weeks.

- Keep "branding" the same- If you're changing the business name on the marketplace account, it's best to keep the "branding" the same as it was before the sale. For example, if the business name prior to the sale was "Bob's Fine Furniture LLC", it's best to have the new business name be as similar to that branding as possible (i.e. "Bob's Fine Furniture, Inc.").
- Have the seller update the profile information (not the buyer)- The seller should make the changes to the profile information, not the buyer. If a new IP address is used to make changes to the profile, the marketplace's system might think the account has been hacked and flag it.
- Use a VPN during and for a few weeks following the transition- Along the same lines as the bullet point above, having both the seller and buyer use a VPN (which allows them to log into the marketplace account from the same IP address) during the transition and for the next several weeks is a good idea.

Following the guidelines listed above, we've never once had a marketplace account get flagged or suspended.

Do you provide escrow services?

Yes, we provide escrow services for no additional cost! This is a huge savings for our clients (and buyers), as services like charge hundreds to thousands of dollars for escrow services!

Why do you offer a "buy-and-outsource" model on some higher-value listings?

Our unique "buy-and-outsource" model makes it much easier to sell high-value websites that are out of most individual buyers' price range. This model makes it possible for people to purchase websites (either on their own or as part of a small buyers group made up of 2-5 buyers) and then outsource all operations to an eCommerce operations company, making ownership 100% passive for them (which is very attractive to a lot of would-be buyers).

Do you have a referral program?

Yes, we do. Please contact us to inquire about our referral program for brokering deals.