VeryDrone is one of the most well-known online retailers in the drones/quadcopters niche and has built up strong brand awareness and reputation in the ~2 years since its launch. Approximately 84% of VeryDrone's net profit is derived from web-generated online sales. You have the option of acquiring just the VeryDrone.com online store OR both the online store and the physical store located in Pompano Beach, Florida (which you could manage remotely, given the infrastructure and personnel in place at the physical store).
Over the past 12 months (June 2017 - May 2018), VeryDrone has averaged $134,259 in monthly net revenue (after refunds) and $13,786 in monthly bottom-line net profit. Of the $13,786 average monthly net profit, $11,639 (84.4%) is attributable to the VeryDrone.com online store and $2,147 (15.6%) is attributable to the physical store in Florida. See the P&L and Financial Information section below for more details and full P&L statements.
VeryDrone.com gets an average of 5,824 visitors per month, with 51% of those visitors coming from free organic (i.e. search-engine driven) traffic and 19% of visitors coming directly to the site (i.e. direct traffic) due to the site's stellar brand reputation. As you can see in the SEMrush report shown in the Marketing & Traffic section below, SEMrush estimates that the free, organic traffic the site gets because of its strong keyword rankings in Google and other search engines is worth $3,300 per month (meaning it would cost $3,300 per month in Pay-Per-Click ads to generate as much traffic as the site gets organically for free).
The site is very professional and aesthetically pleasing, which no doubt contributes to its strong conversion rate of 1.26% (which is very high considering the super-high Average Order Value (AOV) of $1,396).
The owners (who are long-time members of Store Coach) are selling the store in order to have both the time and capital they need for another start-up business venture in an unrelated niche (they are willing to sign a non-compete for the drones/quadcopters niche).
- Niche: Drones and quadcopters
- Store Model: Online store + 1 physical location (optional)
- Inventory Model: Primarily stock-and-ship (limited drop-shipping)
- Business/Website Age: Started in June 2016
- P&L Period: The last 12 months (June 2017 - May 2018)
- Avg Monthly Revenue: $134,259/month
- Avg Monthly Net Profit: $13,786/month - $11,639 (84.4%) from website operations and $2,147 (15.6%) from the physical store
- Avg Orders Per Month (Day): 96/month (3.2/day)
- Avg Order Value (AOV): $1,396
- Gross Profit Margin: 17.2%
- Avg Gross Profit Per Order: $240
ASKING PRICE: $495,000 + Inventory
The seller's asking price for this store is $495,000 plus the cost value of inventory on hand as of the closing date. Here is how the $495,000 (before inventory) asking price was calculated...
June 2017 - May 2018 Total Net Profit: $165,443 / 12 to Yield Average Monthly Net Profit: $13,786 x 36 Month (3.00 Annual) Earnings Multiplier: $496,296 Rounded Down to: $495,000
P&L AND FINANCIAL INFORMATION
Here's the P&L for the most recent 12-month period (June 2017 - May 2018). The first two columns show Website Operations figures (12 months and monthly average). The middle two columns show Physical Store figures (12 months and monthly average). And the three columns on the right show the combined totals for All Operations (website + physical store combined). The P&L was prepared using the preferred accrual basis of accounting to ensure that revenues and associated expenses are reported during the same month. (Click on the image to see the full-size image in a new tab.)
Here's a quick summary of the key numbers from the P&L...
- Avg. Monthly Revenue: $89,307 web + $44,952 store = $134,259 total
- Avg. Monthly Net Profit: $11,639 web + $2,147 store = $13,786 total
- Gross Profit Margin (after COGS, merchant fees and freight/shipping): 17.2% of revenue
- Net Profit Margin (after all expenses): 10.3% of revenue (13.0% for website only)
Please note that, for certain expenses on the P&L, the owners used their best judgment to allocate the total expense amount between 'Website Operations' and 'Physical Store Operations'. Certain expenses (such as rent, office expenses, insurance, utilities, etc.) are clearly 100% attributable to the physical store. But other expenses (such as advertising costs, employee wages/payroll taxes, bank fees, dues and subscriptions, accounting fees, etc.) can be attributed to both sides of the business, so the owners estimated what percentage was applicable to each component of the business. Also, as is customary with a website sale, non-operational owner discretionary expenses – such as vehicle expenses, travel expenses, and owner salaries - have been omitted from the P&L.
Here's a month-by-month P&L for All Operations (website + physical store combined) for the same 12-month period of June 2017 through May 2018...
Finally, here are the month-by-month P&Ls for each component of the business separately (first Website Operations, then Physical Store Operations below)...
Please note that in each of the three month-by-month P&Ls above, the 'Cost of Goods Sold' line items have been "standardized" over the 12-month period to eliminate the impact of the timing of when items are paid for (which oftentimes isn't in the same month the revenue came in). In an effort to report expenses in the same month as the associated revenue (i.e. accrual-basis accounting), the P&L above was prepared by multiplying the average COGS percentage (which is 79.0% of revenue) to the monthly revenue figure for each of the 12 months to yield the 'Cost of Goods Sold' amount for each month. (For example, if the net revenue for a particular month was $100,000, the 'Cost of Goods Sold' amount for that month would be shown as $79,000 (79.0% of revenue), even if actual cash payments to suppliers that calendar month were higher or lower due to the timing of when the suppliers were paid.)
The current owners will of course give the eventual buyer the opportunity to do a live "screen-share" type conference call and jump into the admin panel and payment accounts to review and confirm all of the figures shown in the P&Ls above.
ABOUT THE NICHE & SUPPLIERS
VeryDrone sells virtually all of the top brands of drones and quadcopters on the market. Demand for drones (and particularly for DJI drones) has increased over the past several years, as illustrated by these screenshots for 'drones' and 'dji drones' from Google Trends for the US marketplace for the past 5 years. (Note: You will see that there's always a pretty significant increase in traffic during November/December due to the holiday shopping season, which means the store should have a very strong 4th quarter each year, just as VeryDrone had in 4Q 2017.)
VeryDrone has supplier accounts with 10 different suppliers, but they primarily only use 2-3 of them (the rest of the distributors are really just "back-ups" in the event that their main distributors run out of stock, which rarely happens).
In preparation to sell the store, the current owners have already reached out to his account rep for the primary supplier accounts and confirmed that the new owner will either be able to take over the existing reseller account OR set up a new account with the same pricing and terms, which the current owners will assist you with. Bottom line: All of the suppliers have confirmed that the new owner will have the same pricing and terms that the current owners have been getting.
Almost all of the products the store carries have MAP pricing (Minimum Advertised Price), which means that the manufacturer sets the minimum price the products can be listed/advertised for. MAP pricing is awesome because it ensures that competing retailers can't undercut each others' prices, which would lead to "price wars" and shrinking profit margins.
MARKETING AND TRAFFIC
The site has A LOT of Page 1 rankings and consequently gets A LOT of free, organic traffic from Google (as well as other search engines). The following table shows rankings data from SEMrush.com as of the listing creation date:
|Rank in Google||# of Keyword Phrases||Combined # of Monthly Searches|
In summary, the site has:
- A total of 17 "top 3" rankings (with a collective 4,230 searches per month)
- A total of 29 "top 5" rankings (8,840 searches/month)
- A total of 82 "top 10" rankings (17,820 searches/month)
- A total of 220 "top 20" rankings (48,640 searches/month)
- A total of 368 "top 30" rankings (74,220 searches/month)
As you can see from the SEMrush report screenshot below, SEMrush.com estimates that it would cost ~$3,300 per month of Pay-Per-Click ad spend to generate as much meaningful traffic as VeryDrone.com gets FOR FREE each month due to its strong organic rankings.
Here's a screenshot of the 'Acquisition Overview' report from Google Analytics that shows the store's traffic breakdown over the past 12 months (June 2017 - May 2018).
The traffic breakdown is as follows:
- Organic Search - 51%
- Direct - 19%
- Paid Search Ads - 15%
- Social - 10%
- Referral - 3%
- Display Network Ads - 2%
- Other / Email - <1%
It's worth noting that almost 20% of the site's total traffic is direct traffic (i.e. people who type 'verydrone.com' directly into their web browser). This means that ~20% of visitors know the site's domain name and navigate directly to the site, likely because they've a) visited the site before, b) placed an order in the past, or c) have heard of VeryDrone. It's quite uncommon for an eCommerce store to have such a high percentage of its overall traffic be from direct traffic. This is indicative of the fact that VeryDrone has a very strong brand reputation and name recognition. Here's a screenshot of the 'Audience Overview' report from Google Analytics for the same 12-month period (June 2017 - May 2018).
In addition to the country-by-country visitor breakdown (which shows that ~80% of visitors are from the USA), there are several important things to note from the above report:
- Over the past year, the site has averaged 1.47 sessions per user, which is very impressive. That means that about half of the site's visitors come back and visit the site a 2nd time.
- The average visitor spends 3 minutes and 34 seconds on the site, about twice as long as the average visitor duration for most eCommerce sites.
- The average visitor looks at 6.88 pages on the site, a very high number. These aren't "one-and-done" type visitors who view a single page and then leave. It's quite uncommon for a site to have such a high pages-per-session number.
- Only 7.24% of visitors "bounce" from the site before viewing a 2nd page. It's nearly impossible to find a site with such a low bounce rate!
The above numbers are referred to as User eXperience (UX) metrics, which are one of the biggest (if not THE biggest) Google ranking factors. VeryDrone.com is absolutely killing it across the board for these UX metrics. Visitors absolutely love this site (as evidenced by the fact that many visitors return for additional visits, spend a long time on the site, and visit lots of pages each visit), and Google's algorithm continues to place greater and greater emphasis on how users interact with the site. Bottom line: VeryDrone.com's organic rankings should continue to climb due to its strong UX metrics, leading to more and more free, organic traffic over time.
As you can see in the P&L above, the current owners only spend ~$2,160/month on paid advertising each month (representing only 1.6% of revenue), and over half of that amount is actually to pay a marketing agency to manage the ads, not for the ads themselves. (You could obviously take over the ad management yourself, saving ~$1,200/month which would go straight to the bottom line.) Approximately 2/3 of the ~$1,000 monthly ad spend is on Google PPC ads, and the remaining ~1/3 of ad spend is for Facebook ads. As discussed in the Growth Opportunities section below, with an average gross profit margin of $240 per order, there's A LOT of room for growth and expansion with paid advertising.
The current owners currently each spend approximately 20 hours per week on the business (for a total of ~40 hours per week between the two of them). But it's worth noting that the majority of their time is devoted to the physical store operations. If you were to acquire only the VeryDrone.com website (but not the physical store), the owners estimate that the site would only require ~15 hours per week of owner time.
The business currently has two employees (other than the owners), one of whom handles order processing/fulfillment (including website operations) while the other works in the physical store. Both employees are well-trained and enjoy working for VeryDrone, and both have indicated that they'd be willing to stay on and continue working for VeryDrone post-sale. If you choose to acquire the website only, you could retain the employee who currently handles order processing and fulfillment, greatly reducing the time you'd need to devote to the business yourself. If you choose to purchase the entire VeryDrone operation (including the physical store), you could manage the store remotely since fully-trained, hard-working employees are already in place and have indicated that they'd like to continue working for VeryDrone.
As part of the sale, the current owners will train the buyer on all aspects of running the business. This will include 20 hours of "live" training (via web meeting, webinar, Skype, phone, etc.) as well as 30 days of email support.
- Greatly Expand Pay-Per-Click (PPC) Marketing Campaigns - Over 70% of website traffic and sales come from free, organic visitors and direct visitors (who come to the site because of its brand reputation). While free traffic is great, it's important to keep in mind that the site boasts an amazing average profit margin of $240 per order! That gives you A LOT of cushion to try out all kinds of PPC marketing platforms and campaign types to boost sales and profits. The current owners currently only run a few search campaigns and a single remarketing campaign (with very low monthly spend) on Google AdWords (and many of these campaigns are targeted to just the local Florida market). There's a ridiculous amount of potential to raise ad spend and generate positive-ROI sales to drastically increase profits! Here are just a few of the other high-potential PPC marketing campaigns you will certainly want to experiment with: 1) Google Product Listing Ads (PLAs, also known as Shopping ads), 2) Google remarketing ads (including dynamic product-specific remarketing ads), 3) Bing PLAs, 4) Bing search ads, and 5) Pinterest, just to name a few.
- Improve and Expand Social Media Marketing Efforts - The current owners have made a "token effort" to advertise on Facebook/Instagram, but they've admitted that they don't really know what they're doing on Facebook and have barely scratched the surface of its potential. They're currently only spending ~$300 per month on Facebook ads. Similar websites spend hundreds/thousands of dollars PER DAY on Facebook/Instagram ads, as they're highly targeted and only shown to the people most likely to buy (based on demographics, interests, shopping habits, etc.). And there is a HUGE demand for drones and quadcopters... almost everybody is at least moderately interested in owning one! Again, the current owner doesn't have much experience with Facebook/Instagram advertising and has basically just been "messing around" with it. Someone with more experience and expertise with social media marketing could greatly improve the ads' effectiveness and performance and drastically increase ad spend.
- Buy in Bigger Bulk to Increase Profit Margins - Historically, Cost of Goods Sold (COGS) has averaged 79.0% of revenue. After merchant fees and freight/shipping costs, the net profit margin is 17.2%. While this is a fairly health margin (especially considering the fact that the AOV is almost $1,400, resulting in ~$240 profit per order), the store would be even more profitable if you were to buy products in bigger bulk in order to qualify for quantity discounts. With other business ventures requiring capital, they haven't been able to take advantage of the volume discounts you could realize if you were willing to put a little more working capital into the business in order to pre-purchase products in bulk. The nice thing about the store is that it's very easy to predict which products will sell best and there aren't too many of them. So you could pre-purchase fairly large quantities of those particular products (especially when the manufacturer is running a special on them) without having to worry that you'll be stuck with inventory you won't be able to sell.
- Continue SEO Efforts to Continue Improving Organic Rankings - The current owners got VeryDrone.com off to a great start with SEO, but they truly believe they're just barely scratching the surface as far as organic rankings and free, organic traffic goes. As noted in the Marketing and Traffic section above, the User eXperience (UX) metrics for VeryDrone.com are exceptional. And with every algorithm update, Google seems to be giving greater and greater emphasis to these UX metrics. So VeryDrone's rankings should continue to climb over time (leading to more and more free, organic traffic) just by virtue of the site's stellar UX metrics. If you were to also invest in some content-driven marketing efforts and link-building efforts to go along with the strong UX metrics, VeryDrone's organic rankings and traffic could really shoot up, greatly increasing sales and profits.
- Start an Affiliate Program - With an incredibly healthy $240 average profit margin, you can definitely afford to pay affiliates a pretty decent flat-rate commission (say, $50 or even $100 per sale) and still net a nice profit. Starting an affiliate program is another huge growth opportunity for the new owner to explore. And since there are so many electronics/tech/gadgets/hobby-type sites on the web (many of which are not very well monetized), it should be fairly easy to build up a good-sized affiliate network of sites sending targeted visitors to VeryDrone.
INCLUDED WITH THE SALE
The sale includes all of the following...
- The VeryDrone.com domain name and website (including all textual and graphical content)
- All inventory on hand as of the closing date (typically ~$40-50k at cost value)
- Transfer of all supplier accounts (or introductions and assistance setting up new accounts, if applicable)
- All social profile accounts, including Facebook (2,400+ likes), Instagram (3,500+ followers), Twitter (335+ followers), YouTube and Google+
- Mailing list (containing ~7,150 past customers and opted-in subscribers)
- IF you acquire both the website and the physical store: ~$3,000 worth of office/showroom equipment and furniture
- 30 days of support to train you/your employee on how to run the business, place orders with suppliers, manage advertising campaigns, maintain the store, etc. (first 20 hours via phone or live webinar/screen share, then Skype/email support after that)
Disclaimer: Store Coach, Inc. is acting as the broker of the sale of this website/business. The website/business owners are solely responsible for all figures, statements, claims and information provided on this page as well as all figures, statements, claims and information which may be provided to interested parties during the due diligence process. It is the responsibility of the eventual buyer to review and verify all figures, statements, claims and information provided by the website/business owners.