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Ended 1820 days ago

Health Month - live healthier for fun!

At a glance ?

Touch a value for a description

Site Type
Site Age
7 years

Traffic ?

Page Views
Unique Visits

Financials ?

Gross Revenue
Net Profit

Traffic ?

Uniques Page Views
Apr 12 9,189 173,747
Mar 12 11,516 184,827
Feb 12 12,344 206,475
Jan 12 15,421 255,807
Dec 11 13,841 209,063
Nov 11 15,519 225,710

Traffic Health ?

Pages / Session
Avg. Session Duration
Bounce Rate

Financials ?

Monetization Methods

  • This website earns revenue with Product or Service Sales. It is recommended to request a video walk through from the seller to verify all revenue claims.

Last 12 Months Claimed Revenue and Profit

Revenue Costs Profit
May 11 $2,260 $337 $1,923
Jun 11 $1,725 $156 $1,569
Jul 11 $1,800 $446 $1,354
Aug 11 $1,200 $386 $814
Sep 11 $935 $340 $595
Oct 11 $1,900 $448 $1,452
Nov 11 $1,480 $433 $1,047
Dec 11 $2,285 $448 $1,837
Jan 12 $2,515 $448 $2,067
Feb 12 $2,035 $417 $1,618
Mar 12 $1,790 $402 $1,388
Apr 12 $1,330 $437 $893

Seller's Notes

Health Month is a social health improvement service that encourages people to try to change a habit or two with friends, one month at a time.  Each month, you get 10 life points, and a chance to determine your own rules and try to stick to them.  By tracking your progress, and sharing your challenges with other people on the game wall, you can gain the motivation you need to actually make progress that lasts.  It makes money by charging users $5/month if they want to try to work on more than 3 rules at a time.  Current conversion to paid is high, usually between 11-14% per month.

It began as a game amongst friends, and has since grown to over 50,000 people over the last couple years.  It could be so much bigger if given more attention.


Why are we selling this?

Habit Labs is a small company, and we've got multiple products.  We're now focused on new things, and don't quite have the bandwidth to give this community the support and love it deserves. 


What press has this site received?

Quite a bit.  Here are a few of the stand-out ones:

The Washington Post January 3, 2012: “Eight technologies for a healthier 2012” by Vivek Wadhwa.  

Gamification: Anyone who has been addicted to a video game, or knows someone who has, can appreciate the power of immersion and interaction. Video-game developers are marrying physical and social activity, giving players an opportunity to exercise and socialize while they play. And web-based applications like HealthMonth are getting in on the game as well.


Associated Press/Atlanta Journal-Constitution December 19, 2011: “Websites make weight-loss wagering easy” by Leanne Italie. 

Not all sites that provide tracking and social tools to achieve health goals use money as a motivator.

Alex Rainert is head of product for the location-based check-in service Foursquare. He tried to organize a get-healthier office contest himself using a simple spreadsheet and small money antes. He found he couldn’t keep up with record keeping and the money didn’t seem to work to rally his colleagues.

So he turned to, which doesn’t use money bets. Winners receive virtual fruit to give in solidarity to others over a month’s time. At the beginning, participants fill out detailed questionnaires that are later used by the site to craft daily emails offering help with self-selected goals like limiting alcohol or soda and eating more greens or whole grains.

About 40 of Foursquare’s 100 employees participated and met their personal challenges earlier this year. Rainert, 35, wanted to drop some of the pudge he picked up when he became a dad nearly two years ago.

“I’ve used countless food and fitness trackers to try to change,” he said. “I think this worked for us because of the social pressure. When you’re doing something with someone, you don’t want it to look like you’re underperforming.”

Rainert plans to organize another round after the new year. Healthmonth, with about 50,000 users, sees two or three times more traffic in January than any other month.


The Next Web  October 21st, 2011: “Health Month, the game that will trick you into a healthier lifestyle” by Drew Olanoff

Better fitness and health is something we all talk about and strive for, but it’s usually the last thing we actually dedicate ourselves to. There are a lot of reasons for that including jobs, family, eating a lot of food, drinking a lot of alcohol, and the list goes on and on.

Health Month decided to turn your fitness into a game and bring you together with others who want to work hard on living a healthier life. 


Greatist  Oct 18th, 2011: The 45 Most Innovative Health and Fitness Startups

Those who played the board game Life as kids might take a fancy to HealthMonth, the most recent product from Habit Labs. The snazzy site lets users choose goals (Floss? Spend more time with the kids?) and earn points for making progress toward them. 


Mashable – July 28th, 2011: “Gamification: How Competition is Reinventing Business, Marketing & Everyday Life” by Jennifer Van Grove

Health Month, for instance, uses points in an interesting fashion. The site asks users to set up weekly health-related goals and stick to them for an entire month. Each person starts with 10 “life points” and the goal is to end the month with at least 1 life point. The player loses a point every time he breaks a rule, but friends can help the player “heal” and earn back points.


LA Times – Dec 26th, 2010: Not motivated? Make a game Of it

Michael Pusateri is a 43-year-old senior vice president at the Disney- ABC Television Group, but he still doesn’t eat his vegetables. So in October he joined Health Month, an online game that allows him to compete against 16,000 other users in striving toward his goals — which include cycling 80 miles a week and going on a weekly date with his wife. When he made progress, he earned life points and raised his ranking. When he failed, he lost points but could ask other players to take pity and “heal” him by giving him virtual “fruit.” The game prepared him for his first triathlon. “My wife has been after me for years to eat more fruit and vegetables and bring my lunch to work, and it was, ‘Next week, I’ll do it next week,’” says Pusateri, an avid video game player and father of two. “Just because it was on this dumb website I actually did it.”


Lifehacker – Sept 20th, 2010: Health Month is a game to help you meet your health goals

I exercise four days a week but want to make it six, so I’ve let Health Month know that. I’ve also told Health Month how hard I think this will be, how necessary it is for my health, and how much I enjoy exercise in general. It uses these factors to determine how many points I get for achieving this goal on a weekly basis. This is pretty much the same process for every rule you make, and just answering these questions is kind of enlightening to see how you consider your health and choices in your life.


Wired – Sept 7th, 2010: Health Month is a self-improvement RPG

If you succeed, you get life points, and if you fail, you lose them. But there’s an interesting social twist: If you follow your rules, then you’ll be granted fruit, which can be used to heal other peoples’ life points. Having several friends desperately trying to convince to you heal their points can be amusing.


The Metafilter community loves Health Month


How is Health Month different from the competition?

  1. We are designed to work with any existing health improvement plan, service, or device. We let the results of any given person or service speak for themselves.
  2. We are already integrated with FitBit, Withings, Twitter, and Facebook because we want to go to where the user is, not force them to come into a new walled garden.
  3. We believe that health improvement motivation has to come from the user.  The tools that we've created are designed to give each player the autonomy, information, and motivation to design their own path to a better self.  Most sites rely on one or a couple specific paths toward health that they think unlock some "secret".  We have given users the ability to design their own secrets, based on what they see working and not working amongst their friends, family, and other site members.


Why you should bid today

  1. It makes money!
  2. The user community is vibrant and highly engaged. Check out the Game Wall for proof.
  3. It basically runs itself.  We've been somewhat negligent of the site for the last year (which is why we're decided to sell it now) and yet it continues to run smoothly on its own.
  4. Additional resources of development and support can be dedicated entirely to making the site better, bigger, and more useful rather than having to start from scratch with a blank slate.
  5. It's cheap!  We're not looking to make a killing with this.... just to find the right new owners that can give it the attention it deserves.


What web framework/host/etc is it built on?

Ruby on Rails 3, hosted on Heroku.  Uses Sendgrid for email, a Postgres database.


I have questions. Who do I ask?

I, Buster Benson (original developer of the site and CEO of Habit Labs), am available for any questions that you might have.  You can email me at [email protected], or call or text me at 206-355-9718.  I'll be very prompt with questions, since this is one of my top priorities for the next month.  You can find me @busterbenson on Twitter, or in general.

In the meantime, if you want to test the site out... have a free game on me!

Additional Revenue Details

Revenue is made by asking people to pay $5 for any month that they'd like to have more than 3 habits to work on.

No attempts have yet been made to turn this into a subscription service, though I suspect that would increase revenue significantly.

Fixed costs:

  • Heroku: between $150-$450/month depending on site traffic and how much you pay attention to optimizing dynos (which I haven't done).
  • Paypal fees are ~10% of revenue. I'd suggest moving to Braintree, Amazon FPS, or Stripe to get a better deal.

I'm available to answer any questions about ideas on how to lower expenses or increase revenue.  Lots of untapped potential here due to the lack of dedicated resources to experiment and implement different pricing and hosting experiments.

Additional Traffic Details

Google analytics from a peak month: Jan 1st 2012 - Jan 31st 2012

Visits: 760,253

Unique Visitors: 177,089

Returning Visitor: 77.31%

Pageviews: 4,064,654

Pages/Visit: 5.35

Avg. Visit Duration:00:05:52

Bounce Rate: 30.25%

% New Visits: 22.62%


Google analytics traffic details from a slow month: April 17th to May 17th, 2012:

Visits: 33,448

Unique Visitors: 9,404

Returning Visitor: 78.22%

Pageviews: 166,351

Pages/Visit: 4.97

Avg. Visit Duration:00:05:25

Bounce Rate: 31.72%

% New Visits: 21.70%



Site Info

Site Established ? August 2010
Built With ?
Google Analytics Detected ? Yes
More info: BuiltWith

Domain Info

Domain Registered ? 11 January 2003
Registrar ? ENOM
More info: Wayback Machine and Whois

Site Uniqueness

Content Unique ? Yes
Design Unique ? Yes
More info: Plagspotter and Copyscape

SEO Presence

Pages In Google ? 4,880
MajesticSEO Inbound Links ? 16,697
SEOmoz mozRank ? 5.0
Alexa Rank ? 254,831
More info: SEOmoz and SEMRush


Px48x48 attachment 1314827088.45844e5eab506fe999.70038676
dayne1234 ( | $81.8K )
Fri, 01 Jun 2012 03:01:10 AEST

What are your main sources of traffic and also, why are you selling it? Why not develop or market it further on your own?

splashwill ( new )
Sat, 02 Jun 2012 19:52:28 AEST

Other than postgres and RoR 3, what are the apps system requirements please?

Px48x48 avatar 1315911569.27844e6f379143f5c3.63105029
fena3000 ( | $2.59K )
Mon, 04 Jun 2012 03:39:31 AEST

Hi, could you send me the reserve price, please? Thank you in advance!

Px48x48 avatar 1441414172.947255ea3c1ce73e96.45169348
borgos ( | $162K )
Mon, 04 Jun 2012 18:52:23 AEST

What was the approximate revenue for May 2012?

gslapper ( suspended )
Tue, 05 Jun 2012 13:30:30 AEST

Is the site mobile compatible? I could not sign up on my iPad.

Gurpartap ( new )
Thu, 07 Jun 2012 06:01:40 AEST

This is a gem out of the haystack on flippa! Good luck with the sale!

Px48x48 avatar 1337368839.37684fb6a1075c00c7.17665301
busterbenson ( new )
Fri, 08 Jun 2012 03:54:24 AEST

@northsun10 - Yeah, I've been replying privately to most questions, since my public response about the reserve price got deleted with a bunch of the other answers.
@gslapper - It should be viewable and useable in Safari on the iPad and on mobile phones, but it hasn't been optimized.
@borgos - About $1500.
@splashwill - It's a Rails app on Heroku, with postgres. All of the dependencies are in the form of gems, bundled with the app, and addons that the Heroku service provides (biggest one is Sendgrid for email)
@dayne1234 - I'm selling it to streamline my business so that it can focus on its primary product, Budge.
Keep sending more questions!

foobarnull ( new )
Fri, 08 Jun 2012 12:43:14 AEST

1) What are your main sources of traffic?

2) Can you provide more details on the tech stack? Are you guys using Haml/Saas? Do you follow TDD/BDD?

3) Can I see a code sample via PM?

southof ( | $453 )
Tue, 12 Jun 2012 06:18:55 AEST

A high in January and a low in April/May indicates a Google Panda and/or Penguin ban. Is the majority of the traffic lost from Google?

tranquille ( new )
Wed, 13 Jun 2012 20:17:35 AEST

@southof - good question
the traffic stats show extreme inconsistency.

Are those seasonal fluctuations or maybe current bans by Google as @southof is mentioning?

Px48x48 paul2
CityTiger ( | $67.7K )
Wed, 13 Jun 2012 20:22:53 AEST

Only the seller can answer your question for sure but knowing the weight loss industry pretty well I would say there is a good chance it is mostly seasonal as January is a massive peak time with new years resolutions, etc.

Px48x48 avatar 1337368839.37684fb6a1075c00c7.17665301
busterbenson ( new )
Thu, 14 Jun 2012 06:16:11 AEST

@southof - Yeah, as @tranquille and @CityTiger mentioned, there is a huge seasonality spike around the new year with health-improvement sites like Health Month. We don't rely on Google for incoming traffic, and I've done almost nothing to help it perform well in search engines (another big area for improvement).

The Seller
Px140x140 avatar 1337368839.37684fb6a1075c00c7.17665301 busterbenson Buster Benson


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