TwinStuff.com

Website for sale

Current price Reserve met

$12,250 USD

4 days left
$
Share:

19 y/o AdSense / Amazon / Ezoic Based Site with 40kuniques/mo making $401/mo.

Mommy Authority website well aged site with strong backlinks & great organic rankings. Ahrefs rank of 1,211,892! DR50! 33,000 Index Pages

At a glance ?

Touch a value for a description

Site Type
Content
Platform
Site Age
19 years

Traffic ?

Page Views
57,672
Unique Visits
41,724

Financials ?

Gross Revenue
$401
Net Profit
$381
AdSense Revenue
$5

Traffic ?

Uniques Page Views
Mar 17 41,091 55,753
Feb 17 38,197 52,373
Jan 17 45,885 64,891
Dec 16 38,873 54,698
Nov 16 37,341 54,161
Oct 16 42,478 62,180
Sep 16 38,668 55,574
Aug 16 37,869 55,149
Jul 16 34,919 51,030
Jun 16 29,866 44,350
May 16 30,808 44,399
Apr 16 30,478 47,428

Traffic Health ?

Pages / Session
1.20
Avg. Session Duration
00:00:34
Bounce Rate
91.12%

Top Channels ?

Page Views % of Total
Organic Search 48,794 88%
Direct 4,470 8.0%
Referral 2,154 3.9%
Social 335 0.60%

Top Countries ?

Page Views
United States 34,340
United Kingdom 5,260
Canada 3,172
India 3,166
Australia 2,087

Financials ?

Monetization Methods

  • This website earns revenue with Google AdSense
  • This website also earns revenue with Affiliate Income and Advertising 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
Apr 16 $45 $20 $25
May 16 $107 $20 $87
Jun 16 $158 $20 $138
Jul 16 $164 $20 $144
Aug 16 $174 $20 $154
Sep 16 $245 $20 $225
Oct 16 $265 $20 $245
Nov 16 $390 $20 $370
Dec 16 $377 $20 $357
Jan 17 $381 $20 $361
Feb 17 $415 $20 $395
Mar 17 $407 $20 $387

Seller's Notes

Site Overview

Twinstuff.com is an aged site on twin pregnancy and advice for twin moms.  

It is the first website on twins on the internet and has quite a bit of high quality backlinks such as news sites, publications and even reddit subreddit.

Very rare opportunity to own an established authority website geared towards moms niche for twins. 

The twins and multiple market is going anywhere anytime and will increase over time due to various new methods of pregnancies such as ivf.

I expect owning a digital property like this over time will be huge as online marketplaces get more expensive for brands.  Niche communities will provide great advertising opportunity for baby brands who have hit saturationin the broad market.  ie thebump, huggies, britax

Site runs on WordPress and Xenforo(license included).  

Forum Stats:

Stats are after going through an extensive pruning process.  We removed 80% of non performing threads as well as all members with 0 contributions.

85,000 threads

1.3 million post

12,000 members 

Stats:

  • Ahrefs Rank 1203158
  • UR - 46
  •  DR - 50

Top Organic Keywords

  • Twins born at 34 weeks
  • Twin baby carrier
  • Twin Playpen
  • Twin Carrier

Revenue

Google Sheets P & L

https://docs.google.com/spreadsheets/d/1DyYDLaKT5fX0k03ohsapMrx4rWnZ2YOPP3P6Qn1u-Z8/edit?usp=sharing

From 4/1/16 - 3/31/17, the site generated:

  • $150.32 in Adsense
  • $1081.2in Amazon
  • $1903.97 in Ezoic

Revenue is quite low for the amount of traffic this website gets and its really simple I haven’t focused on revenue at all and mainly focused on infrastructure. 

The next phase was growing content which correlates with revenue.  As you can see now the infrastructure investment is paying off even without actively adding any content. 

Reason for Selling

Website has been neglected do to available time and resources.  I just acquired a website with a youtube channel so im selling this website to focus resources and energy into that


SELLER INTERVIEW 

How is your business monetized?

Advertising / Affiliate

Please describe your business model in 1 to 5 sentences

Twinstuff  has content twin pregnancy and overall mommy advice. Revenue is generated from affiliate and advertising.

Are you the original owner of the business?

No

Which platform does the website use?

WordPress and Xenforo

Where is the site hosted and will this need to change after purchase?

Site will need to be moved to the new buyers host. I would recommend knownhost.

Why are you selling the business?

Ill be focusing on a new website I recently acquired that has a youtube channel. 

Can the website’s revenue be accurately tracked back to the website?

Yes, revenue can be accurately tracked back to the business.

Is the website’s revenue kept separate from other business and personal accounts?

Yes, completely separate.

If necessary, do you have tax returns available to support your revenue claims?

Tax returns are not separate but Adsense & Amazon affiliate income is able to be verified

Are you willing to provide live revenue verification?

Yes, upon request from serious buyers and/or Flippa marketplace integrity.

What are the main expenses of the business? 

Hosting and domain registration are the only expenses.

Please list all domain names you are including in the sale

Twinstuff.com

Are you including any social media accounts in the sale?

Facebook account (http://www.facebook.com/twinstuff) ~ 6k
Twitter account (https://twitter.com/twinstuff) ~ 1k

Are there any email lists included in the sale?

No

What are the primary traffic sources of the site? (Choose the top 2)

Organic - Ranks top 20 in Google for ~2391 keywords.

Do you use, or have you experimented with, social media marketing?

No, I have not.  There is a ton of opportunity with facebook and social media that is currently being missed out on.   Social media is one of my weakest areas of marketing thus the neglect. Mommy sites are primarily driven by social media so by being able to leverage social traffic I see huge growth opportunities on social.  For example twinsmagazine has 300k facebook fans on their page. 

Have you done any Search Engine Optimization?

Yes, most of the improvements in the last year was optimizing the technical parts of SEO thus why the site has grown without adding much unique content.

Has the site ever received any search engine penalties (manual or algorithmic)?

No,.

Do you use, or have you experimented with direct / display advertising?

No, I have not.

Do you have employees or contracts with freelancers?

No, however I outsource context to third party provider.  I outsourced 8 articles for a total of $200 in march of last year.  On average each article is abtou $25.00.  

How is the content of your website produced? Provide a step-by-step breakdown

I have keywords which I provide to the third party provider.  They produce the content than I add it to the website.

Does the owner need specific skillsets in order to successfully operate the site?

At this time the site is completely passive however there is room for substantial revenue growth by adding additional content.  I put in a total of about 20 hours since 2016 which is why revenue under optimized.

Please identify and briefly describe your main competitors (1-3 is fine)

Twiniversity

Twin Pregnancy and Beyond

What makes your website better than its competition?

Twinstuff is the first website on the internet dedicated to twins. We’ve been around the longest and have the largest forum.

Which ad networks does the website utilize?

1. AdSense / Ezoic (Google Certified Publishing Partner)

Learn more about ezoic here
Its essentially like using adsense combined with the display exchange networks for higher cpm’s
https://www.ezoic.com/google-adsense-partner/

Ezoic requires applicational approval but I have talked to Ezoic discussing a potential sale and they have assured me they will help the next owner setup an account.  Typically revenue is about 30-40% higher than adsense due to the integration with display network.

2. Amazon

Are you willing to sign a 3-year non-compete contract in the industry that the website operates in?

Yes, I am.

Will you provide 1-3 months of post-sale support & training?

Yes

What are the primary growth opportunities for the business going forward?

1. No content has been added since 3/2016 so there is a lot of potential in creating more content.

Twinstuff has some much authority that it usually ranks automatically just by creating content.
Here is an example of 2 of the 8 articles that were outsourced

Article 1: http://www.evernote.com/shard/s54/sh/6d2d4e16-bd12-4f1e-b691-460241b5a934/abb818dd936541143008bb7bdd8f9c19

Article 2: http://www.evernote.com/shard/s54/sh/7fb46978-fd32-47ac-aa3d-1775c97ab688/d2ddf24f35fc8d6a0b04dd232e43c06c

Still a bunch of room for higher value products that are more popular such as double strollers, cribs, and so on. 

I can only imagine how much the revenue would increase by pushing 40 to 50 pieces of content.  This is something I totally dropped the ball on but have been constrained by having too many projects tying up  capital and resources. 

The revenue growth has been a personal constraint rather than technical constraint.

2. Social media is a huge opportunity.  Social media is my weakpoint since im more of a technical seo marketer who likes to code.  Totally leaving social on the table and for most mom site it accounts for at least 40 to 60% of the potential traffic.

Add the above we are talking a easy 3x to 5x revenue growth

3. Reach out to manufacturers and brands.  A few have reached out to me but due to time restraints I’ve ignore their request.  This would be equivalent to 100-300 in additional revenue for just the smaller players.  Reaching out to brands should net 500-1000.

I will provide a list of emails as well as potential customers for direct sponsorship ads.  Some are previous advertisers that I never followed up with as well as others interested.  This is sad but an area where I’ve totally left money on the table.

4. The forum could use some attention in organization / design.  We stil get signups almost everyday, primarily because twin specific information is hard to find.

Are there any geographical limitations to the potential buyer of the business?

No, there are no geographic limitations.

Transferring the website:

While im quite technical and can assist in transferring the site I would recommend offloading this to a web hosting provider.  It is currently hosted on cpanel which is a 30 minute job for a web hosting provider to migrate the website. 

I have additional questions I would like to ask
Just send me a flippa message, ill try my best to answer any questions not provided in this listing.  I will also provide phone calls and video conference calls to offer further details by request.

 

Site Info

Site Established ? January 1998
Built With ?
Google Analytics Detected ? No
More info: BuiltWith

Domain Info

Domain Registered ? 21 December 1998
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 ? 33,000
MajesticSEO Inbound Links ?
SEOmoz mozRank ?
Alexa Rank ? 2,066,788
More info: SEOmoz and SEMRush

Comments

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Tue, 04 Apr 2017 11:11:51 AEST

Im getting a few common questions of why the adsense revenue is low.

We are using ezoic which is a company that is a certified google adsense partner. Essentially its adsense + doubleclick exchagne which widens the revenue opportunity.

About Ezoic
We are technology company based in San Diego, California. We are backed by Balderton Capital (formerly Benchmark Europe), New Amsterdam Capital and Silicon Valley Bank. Until Nov 2013, we were in “stealth mode”, so we tended to shy away from publicity and press releases. We are quietly working away on solving some really interesting problems and we hope you like what we’ve built and will feedback your ideas to us on how it can be improved.

In 2014 and 2015, Ezoic was honored by Google twice. We were the first North American Google AdSense Partner. We were also an inaugural member of the new Google Certified Publishing Partner Program (there are only 12 of those companies in the USA) when the certified Adsense program was ‘sunset’ in December 2015.

They are also a seller here on flippa when they ran content websites before launching their startup.
https://flippa.com/users/387062/listings

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Wed, 05 Apr 2017 03:46:16 AEST

A few things i want to add that wasn't provided in the listings that i've received questions on.

I have about 3-5 email address of advertisers looking to advertise worth between $50-$150 in revenue monthly revenue. I've never followed up with them however they were really interested.

I did research on finding out where the top brands advertisers and the going rate and where to find higher end leads like this which ill pass onto the next owner. The going rate for a competitor in this space is in the mid xxxx range per year.

I have a list of high priority keywords / content silos i wanted to target next to expand traffic and revenue.

This will all be provided to the next owner.

Px48x48 avatar 95bdcd15 9289 4301 90c3 767f4e6e98cc
symphony ( | $16.8K )
Thu, 06 Apr 2017 07:53:05 AEST

Hi, you said there was no penalty while the massive traffic drop in Oct 2012 seems like it got a penalty and the website turned back on track since last 1.5 years (SEM data). Any thoughts on that? Thanks

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Thu, 06 Apr 2017 08:14:26 AEST

The website was offline for 2 months about 5 years ago when the 2nd owner purchased it from the original owner. They had the site from 2012 until 2015 when i acquired it.

There are cases when a site has bad seo semrush/ahref has a hard time understanding the rankings. In other words it wasnt ranking enough for the serp providers to come up with a model to guestimate the traffic.

Its not that the site has turned back on its the fact that the rankings have increased so much its able to guestimate traffic more accurately. When avg position goes from 40 up to 5 there is a big shift in serp stats.

Px48x48 avatar 95bdcd15 9289 4301 90c3 767f4e6e98cc
symphony ( | $16.8K )
Sat, 08 Apr 2017 11:50:24 AEST

Another question: Why the bounce rate is insanely high? Also, page per session is too low. These stats indicate poor quality of the website content. Any thoughts on that?

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sat, 08 Apr 2017 11:57:55 AEST

@symphony Forums have historically high bounce rates. You are also comparing incorrect data sets. Once you start having 30,000 pages your bounce rates is more significant skewed higher.

Design and user engagement could be way to futher optimize the site but i've been primarily focused on seo infrastrucure.

There are only about 20 articles on the blog section and a fully built out site would have hundreds which would balance the bounce rate as well.

Again i haven't invested in content and if i did the revenue would be 3x to 5x which would be a way higher price.

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sat, 08 Apr 2017 22:09:33 AEST

Interested Direct Advertisers

Email: 1
http://www.evernote.com/shard/s54/sh/45dc60e9-e638-4bd1-b041-720b819baf86/1d6cb6fc940a6b16bcbfd665cac005bb

Email 2:
http://www.evernote.com/shard/s54/sh/9c95c9b5-2a83-4042-82e5-ee5b7635ae8e/3b040f0fdc33bda3cb4824f1d0cd1e3e

There are about 5-8 leads with 2 very very hot leads, bare minimum its worth 150 per month value.

I have about 10-15 emails saved that i did not follow up with and haven't even reached out to the companies i know who are paying 4 figures per month for advertising on similar sites.

The key to revenue growth is to build out the content and offer a sponsorship package to a brand

the list of baby brands is endless
http://www.babyearth.com/all_brands.html

In the state as is right now the website gets 480k visits a year.

Investment in content growth and social media allows you to be in prime position to leverage advertising with a baby brand.

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sat, 08 Apr 2017 22:50:47 AEST

Another area of revenue expansion is expanding into ecommerce which was original a section on the website.

you can see the store on waybackmachine
http://www.evernote.com/shard/s54/sh/7ede4841-53d2-4dba-bd3d-d9cae5435ea4/1d0a316ca1247ca4eab790c2db5a07be

http://www.twinstuff.com/stores/

The page above gets 800 visits a month

We are number 1 now for the keyword "Shopping for Twins"
http://www.evernote.com/shard/s54/sh/4602eae4-c0a8-4d94-a37f-448a9f1c9db2/f638dd7a5542d64384d7b1b399569934

http://www.evernote.com/shard/s54/sh/8493f24c-f236-4503-b659-f126b684e544/42def4c0a6b6bf239b6b3e26a0738c9b

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sun, 09 Apr 2017 22:03:26 AEST

I have a few smaller sites up for sale with no reserve as well

https://flippa.com/8209558-autorized-com
https://flippa.com/8202263-companyheadquarter-com

Px48x48 avatar e1ed1f09 fa18 4816 bf16 27ea10f49797
tristangemus ( | $4.39K )
Mon, 10 Apr 2017 11:31:11 AEST

Can you please add me to analytics? [email protected]

Thanks

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Mon, 10 Apr 2017 21:12:30 AEST

@tristangemus you've been added.

For all future request of analytics please send me a PM directly.

Px48x48 avatar 88776ae1 0086 48fa b9e8 f314ac209a54
investmentskkl ( | $31.5K )
Sat, 15 Apr 2017 02:23:22 AEST

Hello, could you detail the operations and management time for the forum? Forums don't take care of themselves, how much time is spent on signups and moderation?

Can you share your forum metrics like:
ave monthly new users over last 6 months
avg # replies per thread
# of active forum users in last 30 days

thanks, kurt

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sat, 15 Apr 2017 02:48:05 AEST

Hello, could you detail the operations and management time for the forum? Forums don't take care of themselves, how much time is spent on signups and moderation?

Forum has been on autopilot can definitely use some work to increase engagement.

I checked the forums like once a week for 10 minutes. Theres a pretty strict spam plugin in place where pretty much removes the amount of time it takes to deal with spam users.

Two long term members pretty much welcome and answer questions if any are posted

Can you share your forum metrics like:

ave monthly new users over last 6 months

20 per month

avg # replies per thread

n/a - if you can write a query to run on my database ill run it but have no idea how to get this figure.

The closest metric i have available via xenforo admin is 120 posts per month on average

# of active forum users in last 30 days

105 , average is 130 in the last 6 months

Px48x48 avatar 2a9cf6df 9d84 48a1 93d4 4fa958695061
kageoni ( | $15.3K )
Sun, 16 Apr 2017 06:16:09 AEST

@s2kinteg916 on you last comment, sorry maybe I'm missing something but looking at how active was the forum, I just went to the recent posts page (http://www.twinstuff.com/forums/find-new/11558/posts). My understanding from it is that there were 3 posts in the last 9 months. So i don't understand your figures above (130 in the last 6 months).
Could you please clarify?

Many thanks.
K.

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Sun, 16 Apr 2017 10:02:10 AEST

@kageoni I believe it only shows the most recent post since your last "cookie" visit which is where i think the confusion is.

I just attached a screenshot of what is shown to me in the xenforo admin panel

If you visit each forum category you can see more then 3 threads in the last 6 months. There are about 10-to 15 threads with 3 to 5 responses. We also have a few private forums that members post in.

The forum hasn't received much attention since i've acquired it . the primary focus has been the cms migration to wordpress , forum migration to xenforo and monetizing through amazon to prove out revenue / traffic can be scaled.

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Mon, 17 Apr 2017 00:04:28 AEST

NEW mid-month revenue screenshots have been uploaded. Two orders took advantage of the 12% amazon promotion. Landed a nice car seat commission which has a much better average order value of ~$300.

A great example of products that could be promoted for higher commissions that i never got around to.

I only targetted playpens and twin carriers which averages less than $100.

Double strollers, car seats, nursery furniture would fetch way higher commissions.

I will also upload end of month stats for April as the auction winds down.

Current Revenue: (April 1 - April 15)
Ezoic: $118
Amazon - Tracking Code 1 - mytwins02-20: $69.25
Amazon - Tracking Code 2 - tw7-20: $35.61
Total: $222.86

Adsense is nil($0.53) since its getting less overfill this month. Adsense is only shown if ezoic doesn't have any inventory which is only 1000 impressions for the month

Noavatar
User 08a5feb8 ( | $15.2K )
Thu, 20 Apr 2017 08:12:23 AEST

Does this come with the FB page and other social channels?

Noavatar
User 08a5feb8 ( | $15.2K )
Thu, 20 Apr 2017 08:14:35 AEST

@User 08a5feb8 sorry -- see it in details.

Noavatar
wemnael ( new )
Tue, 25 Apr 2017 05:39:32 AEST

Please tell me why revenue was so low at the begging of 2016?

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Tue, 25 Apr 2017 05:40:20 AEST

@wemnael no ads were placed on the site for the first 6 months until April.

Noavatar
nickhasche ( new )
Tue, 25 Apr 2017 22:22:43 AEST

Hi can you please provide the following:

- Unique visitors to amazon for those tracking ids year to date
- Year to date sessions for content with amazon affiliate links in it

Thanks

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Tue, 25 Apr 2017 22:37:51 AEST

@nickhasche excellent question ,honestly haven't looked into the numbers myself but it appears overall click totals/orders already has already outpaced last year. Kicking myself for only ordering 8 pieces of content rather than 80.

Here are the screenshots

2016
http://www.evernote.com/shard/s54/sh/de356dce-64f1-4225-b8e7-b1cba3932f83/91664e9a9ce7ca59d920fd55f46e5992

http://www.evernote.com/shard/s54/sh/de356dce-64f1-4225-b8e7-b1cba3932f83/91664e9a9ce7ca59d920fd55f46e5992

2017
http://www.evernote.com/shard/s54/sh/ac62bcac-c33a-4200-b17b-039934a5f122/cb66769d0d1218736f1f7f451228de5d

http://www.evernote.com/shard/s54/sh/ddf0b547-4c21-43c6-8166-8aa6040abffa/9cfaa5e9827982817466e87a459cb7ad

Click Totals / Sales of Both Ideas below

2016
Clicks: 3569
Orders: 257
Bounties: 12

2017 YTD - Current
Clicks: 5665
Orders: 295
Bounties: 4

Noavatar
nickhasche ( new )
Tue, 25 Apr 2017 22:43:48 AEST

@s2kinteg916 Hi, Im not talking about clicks. I meant 'unique visitors'. To get this info, within your affiliate account, go to download reports, choose this year as the time period and download the Tracking ID Summary. This will give you to Unique Visitors per tracking id

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Tue, 25 Apr 2017 22:59:56 AEST

@nickhasche Thanks for the instructions, I had no idea this report existed.

Tracking Summary CSV's have been attached and uploaded to the listing for both 2016 & 2017

Noavatar
nickhasche ( new )
Tue, 25 Apr 2017 23:37:12 AEST

@s2kinteg916 Great and do you have the organic sessions for the posts where these affiliate links exist?

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Tue, 25 Apr 2017 23:39:36 AEST

Please send me a pm rather than comment. In terms of organic sessions im not sure what your question is. I have google analytics and there are affiliate links on articles with content, you will need to figure out the data yourself.

Px48x48 avatar f514b10c f18a 47b3 9efe 719ba893f063
s2kinteg916 ( | $59.5K )
Wed, 26 Apr 2017 00:09:17 AEST

Announcement / Buy It Now Update:

Its very important to me to keep the quality of this listing to the highest quality. This speaks of my standard as a seller and how i want to do business.

With the auction winding down over the next 5 days, any new bidders without feedback will be rejected.

In order to bid on this auction you will need to provide substantial proof that you are a valid buyer. Please contact me via PM.

BIN:
There will not be a buy it now option, I have made the decision from the beginning to let the auction play out.

Please contact me via PM for any additional questions regarding this matter.

The Seller
Px140x140 avatar f514b10c f18a 47b3 9efe 719ba893f063 s2kinteg916 Thomas Tran
52 transactions totalling $59,452
Payment Methods ?
  • Flippa Escrow
  • Escrow.com
  • PayPal
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