Website for sale

Sold by Auction

$159,000 USD

Ended 100 days ago

Prepper Site with 116,505 uniques/mo making $8,003/mo

Top Tier Prepping and Survival Site with huge following and industry credibility.

At a glance ?

Touch a value for a description

Site Type
Wordpress 4.7
Site Age
4 years
Net Profit
$6,562 p/mo

Traffic ?

Page Views
Unique Visits

Financials ?

Gross Revenue
Net Profit
AdSense Revenue

Traffic ?

Uniques Page Views
May 17 92,418 193,040
Apr 17 108,252 224,326
Mar 17 122,521 279,634
Feb 17 118,742 269,395
Jan 17 143,645 306,787
Dec 16 136,716 287,725
Nov 16 131,496 294,186
Oct 16 155,887 360,999
Sep 16 143,664 318,807
Aug 16 156,418 335,957
Jul 16 177,550 373,157
Jun 16 156,758 321,459

Traffic Health ?

Pages / Session
Avg. Session Duration
Bounce Rate

Top Channels ?

Page Views % of Total
Direct 64,384 33%
Organic Search 59,866 31%
Referral 39,201 20%
Email 26,004 13%
Social 3,442 1.8%

Top Countries ?

Page Views
United States 158,663
Canada 7,475
United Kingdom 3,490
Australia 3,388
Germany 1,536

Financials ?

Monetization Methods

  • This website earns revenue with Google AdSense
  • This website also earns revenue with Affiliate Income, Advertising Sales, and 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
Jun 16 $4,982 $256 $4,726
Jul 16 $6,768 $261 $6,507
Aug 16 $9,014 $256 $8,758
Sep 16 $7,244 $256 $6,988
Oct 16 $7,320 $256 $7,064
Nov 16 $12,581 $256 $12,325
Dec 16 $10,611 $256 $10,355
Jan 17 $11,903 $285 $11,618
Feb 17 $9,857 $286 $9,571
Mar 17 $7,053 $286 $6,767
Apr 17 $7,101 $286 $6,815
May 17 $6,390 $286 $6,104

Seller's Notes was established in 2013 as a way to share preparedness and survival tips and suggestions. Google Ads were used almost from the beginning as well as sales of individual ads. When opened up in our state, the links were monetized with an Amazon affiliates account. Amazon and Google provide the highest and most consistent revenue on average but we have a lot of diversity with other providers and sales of downloadable material.

The site is built entirely on WordPress and virtually all of the content is unique. I personally wrote over 500 of the 1,198 (and counting) articles. We gave up on Facebook and Twitter, but those could still be leveraged for additional traffic sources. Site is highly ranked in Google for various terms (prepper, preppers, preppers list, ) Revenue spikes in the last quarter and slowly drops each year toward the summer but picks back up.

Sale comes with the domain transfer, website backup and DB files. Newsletter Subscriber List.  Buyer is free to change all Amazon links and Google Ad codes to their own. Sales will be handled via escrow.

Selling due to other interests that have popped up and lack of time to devote daily to the blog at this point in my life. It's a great source of income.

How is your business monetized?


Please describe your business model in 1 to 5 sentences

This is a Prepping Blog built off articles created by myself and others. I sell Advertising blocks, use Google Ads and Amazon affiliate links for revenue.

Are you the original owner of the business?


Which platform does the website use?


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

GoDaddy - Doesn't have to change hosting companies, but it will need to move to a different account.

Why are you selling the business?I have other interests that I am interested in pursuing.

Can the website’s revenue be accurately tracked back to the website, i.e. do payment descriptions/details include the website’s name or reference to the website’s products?

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

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

No, the revenue is not kept separate.

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

No, I do not have tax returns available at this time.

Are you willing to provide live revenue verification?

Yes, upon request from serious buyers.

What are the main expenses of the business? Please list any recurring expenses that account for more than 1% of overall revenue

Main expenses are: 

  • Hosting 
  • Newsletter Services 
  • Contests - I run a contest to bring in additional articles. This is not a mandatory expense

Are you including any social media accounts in the sale?


Are there any email lists included in the sale?


Where are email lists held and how many subscribers does each list have?

MailChimp - 18K + Subscribers

Is there any intellectual property included in the sale (patents, trademarks, etc.)?


Are you including other assets in the sale that you think we should know about?


Are you selling the assets of the business (asset sale) or the company (stock sale)?

I am selling all of the assets of my business, asset sale.

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


Why do you think the site's top traffic sources are the the ones you chose above?

Because I know where my traffic comes from everyday using both Google and Jetpack for WordPress.

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

Yes, I have in the past but not currently.

Have you done any Search Engine Optimization?

Yes, I have done substantial SEO.

Please provide a brief overview of the SEO you have performed on this site

I have been using Yoast plugin since the beginning to set keywords, description and monitor all articles for proper SEO.

Do you or have you ever purchased traffic?

No, I have never purchased traffic.

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

No, to my knowledge my site has never received any search engine penalties.

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

No, I have not.

Have you experimented with any other sales / marketing initiatives?


Do you have employees or contracts with freelancers?No
How is the content of your website produced? Provide a step-by-step breakdown

I wrote over 500 of the articles myself, a small percentage were reposted with permission and full attribution from other sources. Some were donated and many were entered via a writing contest I have been running. I retain full rights to all of the contest articles.

Task 1 Managing Operations
Who Owner
Hours per week 7
How may people perform this task? 1
Does the owner need specific skillsets in order to successfully operate the site? You need to know how to run a blog or else how to pay someone to do this for you.

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


What makes your website better than its competition? is a daily survival blog devoted to a wide variety of preparedness, survival, self-reliance and personal defense topics for readers who want to protect themselves and their family from seen and unseen disasters in our future. I started in January of 2013, with the goal of helping people become more prepared for life’s curve-balls. It is my belief that anyone can take steps to be more prepared for natural or man-made disasters regardless of your age or physical ability. With that in mind, I want to do anything I can to motivate people, share lessons I learned and continue to learn along the way, provide a platform for others to speak out about preparedness topics and to share their own personal experiences. 

  • Since starting we have published over 1040 articles which have been viewed more than 12.1 million times. We have had visitors from over 180 countries and are fortunate to be featured on such industry favorites as SHTF Plan, Survival Blog, The Daily Sheeple, Survival Life,  DC Clothesline, Prepper Website,  Ready Nutrition, Activist Post and so many more! 
  • We don't just regurgitate headlines and make predictions based upon conspiracies, we help everyone take logical steps to be more prepared with well-written articles and common sense.

Which ad networks does the website utilize?


Are all ad networks transferable to the new owner?


Please explain which networks are not transferable and why

Adsense is mapped to my personal account - if there is an easy way to transfer I'd be happy to do that. Optionally, changing the Adsense code would only take minutes and I would be happy to do that.

Does your website utilize direct advertising?


Please list all affiliates generating more than 1% of total revenue 

Participant in the Amazon Services LLC Associates Program

Are all affiliate relationships transferable to the new owner?


Does the business store physical inventory?


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, in order to ensure that the buyer is able to fully take over the business and its operations?


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

The prepper market continues to grow as more and more people feel a sense of foreboding about the future.

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

No, there are no geographic limitations.

Site Info

Site Established ? January 2013
Built With ? WordPress
Google Analytics Detected ? Yes
Alexa Rank ? 192,797
More info: BuiltWith

Domain Info

Domain Registered ? 23 January 2013
Registrar ? GODADDY.COM
More info: Wayback Machine and Whois

Site Uniqueness

Content Unique ? Yes
Design Unique ? No
More info: Plagspotter and Copyscape


MikeThinkable ( new )
Thu, 18 May 2017 07:43:46 AEST

The video links appear to not work? (walk thrus)

patHenry ( | $159K )
Thu, 18 May 2017 08:54:08 AEST

@MikeThinkable The video links are private and I am happy to share them with interested bidders or conduct a private walk-through via Skype.

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kwillsky ( | $1.78K )
Thu, 18 May 2017 11:04:22 AEST

@MikeThinkable The video links are private and I am happy to share them with interested bidders or conduct a private walk-through via Skype.

I would like to see the video walk through.

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BuySellDude ( | $182K )
Thu, 18 May 2017 11:04:59 AEST

A Facebook page?? :-)

patHenry ( | $159K )
Thu, 18 May 2017 11:57:23 AEST

@NancyJoe19 Are you asking if I have one? There is no Facebook page anymore. I had one but they didn't like me using a pen name so I had to let it go. If you want to purchase the site, you are always able to set up FB and use them of course.

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BuySellDude ( | $182K )
Thu, 18 May 2017 13:55:30 AEST

@patHenry thanks for your response. The traffic is all organic?

patHenry ( | $159K )
Thu, 18 May 2017 22:35:10 AEST

@NancyJoe19 The traffic is not 100% "organic" - as in from searches only, but you can see the breakdown from Google Analytics above. I don't use any means to drive traffic to the site outside of our daily email newsletter that is sent to our subscriber base. It's a pretty good mix of Organic from SEO and referrals from other sites who have linked to our articles over the years.

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BuySellDude ( | $182K )
Fri, 19 May 2017 02:21:57 AEST

Google Analytics is above in the listing?

itsd ( new )
Fri, 19 May 2017 02:39:30 AEST

You have your Adsense shared on 4 different sites. How much is the making without the other 3 like


patHenry ( | $159K )
Fri, 19 May 2017 04:55:08 AEST

@itsd I only have my tags on one other site that I own and control ( The Prepper Journal is the only income producing Adsense so all the Adsense revenue you see is for the Prepper Journal. There is only one other site with Adsense tags and it doesn't make more than $1 per month on average.

The other sites listed in that link may have copied one of my articles and sucked up the code with it - kinda out of my control - but there is no income of any significant amount derived from any of the tags except the ones I have on the Prepper Journal.

patHenry ( | $159K )
Fri, 19 May 2017 04:56:22 AEST

@NancyJoe19 Yes, the Traffic figures are based upon Flippa Verified Google Analytics for the Prepper Journal.

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kelceylehrich ( new )
Fri, 19 May 2017 23:05:32 AEST

You're willing to sign a non-compete but have other holdings in the survival / prepper niche - are those included in the sale then?

patHenry ( | $159K )
Sat, 20 May 2017 01:02:53 AEST

@kelceylehrich I have one other site yes, but it wouldn't/does not compete at all for traffic the Prepper Journal receives. The other site I own is not a blog. The only content it has is a rating of sites. Happy to add that to the non-compete though if it would help a buyer feel more comfortable.

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kelceylehrich ( new )
Sat, 20 May 2017 01:30:34 AEST

@patHenry I'm assuming it has some SEO benefit for this business? Does it generate any revenue? Is there any reason not to include it with this business?

patHenry ( | $159K )
Sat, 20 May 2017 01:38:45 AEST

@kelceylehrich The other site ( generates zero revenue. Costs more to host it than it brings in and I have the stats on the number of referrals we have received from it. However, if I can throw that in to sweeten the pot, then I would be agreeable to that.

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kelceylehrich ( new )
Sat, 20 May 2017 01:40:36 AEST

sounds good. Are you going to post a BIN price or wait the full term of the auction?

patHenry ( | $159K )
Sat, 20 May 2017 02:57:45 AEST

@kelceylehrich Right now there is no BIN Price and I'd like to see what happens with the auction.

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kelceylehrich ( new )
Sat, 20 May 2017 02:59:58 AEST

Got it, would you do a remote video walk through of GA along with the various financial dashboards?

patHenry ( | $159K )
Sat, 20 May 2017 03:08:49 AEST

@kelceylehrich Happy to. Send me a private message with your Email and some date/time availability and I can send out a Skype invite.

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axelerator ( | $1.36K )
Mon, 22 May 2017 09:12:46 AEST

Hi. What is the "banner ads" revenue in revenue breakdown screenshot exactly means? You sell direct ads? You outreach advertisers or they write to you? As this seems to be a big chunk of revenue, can you go more detailed here please? Thank you!

patHenry ( | $159K )
Mon, 22 May 2017 23:16:36 AEST

@axelerator Yes, I sell ads direct to buyers from my site I don't reach out to anyone, they contact me, select a spot and get a quote. Most terms are for 3 months.

marantz ( new )
Thu, 25 May 2017 06:48:25 AEST

I see a drop in the profits in the last few months. I know that a lot of prepper sites lost a lot of traffic as many preppers are happier now with Trump in power than they would have been with Clinton. Is this why you’re selling and/or why the traffic numbers are declining?

Also, I know the amazon affiliate rate cuts have been changing numbers for a lot of content sites. Have you had much of a drop in the couple weeks since those changes came out?


patHenry ( | $159K )
Thu, 25 May 2017 08:33:04 AEST

@marantz I am not selling because of any decrease in traffic or revenue. Even with both of those factors, the site is still paying me a very decent salary considering an investment of at max two hours a day - 6 days a week. Last year was my highest (revenue wise) so far so I am not selling just because of a dip.

Now, that doesn't mean that traffic has not declined slightly or that revenue has decreased. To your two points, there are a lot of things going on. Yes, you are right that with the election of DT, many people who were worried about the potential of Hillary or even BO have been appeased, but an election cycle or politics in general can swing the other way pretty quickly. GW was in the office and we had 9/11, then the stock market collapse. Disasters don't respect any political party.

We have always seen a reduction in traffic during the summer months and while this is earlier than usual, it could be related. I have also not been as diligent with amazon affiliate links as I have been in the past. A more intentional strategy his could change and the revenue would go back up I would presume.

Additionally, we have been on an almost steady rise since the beginning so a small leveling or even a decrease doesn't concern me that much. The over all trend is up. We have thousands of articles, and a majority of traffic comes from organic searches. My top 10 of all time weren't even posted this year I don't believe.

I am selling simply because I have other projects I want to pursue and would rather not have this side job being a distraction. I threw myself into this pretty hard for a long time and now I would like to do the same with something else. I have a day job, so this is side income for me. Still, I'd rather focus primarily on something new. However, if the time is not right for some other owner I will keep it and continue to bring in job replacing income every month. I'll just have to figure out something different with my new project.

marantz ( new )
Wed, 31 May 2017 09:03:36 AEST

I appreciate the detailed info. Is the ecommerce site part of this sale as well or is that a name conflict?

patHenry ( | $159K )
Wed, 31 May 2017 09:23:51 AEST

@marantz No it is not. I am not affiliated with whoever owns that domain and can only assume they are trying to capitalize on the name.

patHenry ( | $159K )
Thu, 01 Jun 2017 03:58:03 AEST

@NancyJoe19 I think I neglected to mention the social media presence I do have. The Prepper Journal has a Tumbler page, a Twitter page, Pinterest, Flipboard and we are on Apple News. The site is already configured for mobile responsiveness and AMP.

patHenry ( | $159K )
Fri, 02 Jun 2017 03:08:19 AEST

@marantz Actually, the broker for just contacted me to see if I wanted to purchase it.

[email protected] ( | $80 )
Fri, 02 Jun 2017 03:19:12 AEST

patHenry - who is the broker?

patHenry ( | $159K )
Fri, 02 Jun 2017 03:34:53 AEST

@[email protected] I don't know. It was a gmail address

Andy Phillipps
Domain Name Broker

Tonyfish6379 ( | $1.61K )
Sat, 03 Jun 2017 19:09:54 AEST

Considering the sale price - would you be willing to privately discuss the ad breakdown - NDA of course.
Rates vs. time and what your retention numbers are like for advertisers?
Thanks in advance

patHenry ( | $159K )
Sat, 03 Jun 2017 22:12:43 AEST

@Tonyfish6379 of course! Just send me a private message with your contact email and we can set up a time to walk through any information you want to see. I have done this for several bidders already.

darkcobalt ( | $4K )
Mon, 05 Jun 2017 02:20:01 AEST

Since May is over could you update the May revenue numbers please?

patHenry ( | $159K )
Mon, 05 Jun 2017 04:20:40 AEST

@darkcobalt I can't update the financials once the listing is live, but here is what May looked like:

Amazon - $2005
Google Adsense - $1218
Yahoo - $348 - $288
Banner Ads - $716
Archive Download - $89
Email blasts - $1722

Total - $6390

MelanieV ( | $235K )
Mon, 05 Jun 2017 06:13:53 AEST

@patHenry what does he want for the domain?

patHenry ( | $159K )
Mon, 05 Jun 2017 06:14:59 AEST

@MelanieV he never responded to me.

re_inforce ( new )
Thu, 08 Jun 2017 11:40:39 AEST

@patHenry Do you mind to clarify something like where do you get those images for the articles in your website? I went through some articles in the website, but didn't see any photo credit.. It would be best if we can know this part in more details otherwise i worry later someone will come to the website and claim the copyright infringement for the images... Thank you.

patHenry ( | $159K )
Thu, 08 Jun 2017 12:15:02 AEST

@re_inforce there is credit given on a lot of the images in the site. Most fall under fair use and I have been contacted one time by an owner. They asked me to provide a link to their site which I did.

marantz ( new )
Thu, 08 Jun 2017 12:42:11 AEST

@MelanieV I dug into this too. The domain name broker is a facade, but I found the real guy. He said he is developing the site but would sell it for a $10k if an offer came in now. If you want me to connect you, send me your email and I will pass it on.

re_inforce ( new )
Thu, 08 Jun 2017 12:45:46 AEST

@patHenry Hi, may i know how about those images in the news article? I just randomly pick one, such as this one:

I saw the some of the images in the article above are from Daily Mail. Do you means you contacted Daily Mail UK to ask for permission for using the image in your website? If not, but just cited "Image courtesy of Daily Mail", i dont think it is consider legit to use image in the website.

Sorry for asking too much, but i am more concern on this copyright part as this issue might jeopardize the ads income... Adsense might block those account with copyright infringement problem in their website if someone report to them... Thank you

patHenry ( | $159K )
Thu, 08 Jun 2017 21:31:48 AEST

@re_inforce I understand. Maybe this site isnt a good fit for you. Adsense has never blocked our site, Google has never given us any alerts.

re_inforce ( new )
Fri, 09 Jun 2017 00:49:16 AEST

@patHenry Hi, thank you for your reply. Please dont get me wrong, i am still interested on your website. And I just want to get all things clear before placing any bid.. The price now is aldy $120k... have to understand more details before placing the bid.. lol. :)

So, do you mind to clarify for me the question in my last comment? For example, the Dail Mail UK picture you have use in your website article.. Do you actually contacted them for using the pic in your website? Or just copy the picture to your website and cited "Image courtesy of Daily Mail" only? Thank you. :)
Have a good day. :)

patHenry ( | $159K )
Fri, 09 Jun 2017 01:48:53 AEST

@re_inforce To be perfectly honest, I can't remember. That article was posted over 4 years ago. For what it's worth, most images come from Pixabay which is royalty free and changing images out on the site wouldn't take that long if it is something that concerns a potential buyer.

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arcanegrowth ( | $242K )
Fri, 09 Jun 2017 03:08:28 AEST

Have you ever experimented with different ad networks, and can you share which ones didn't work? Or were you basically happy with the first few you tried and didn't do much optimization and testing of different revenue sources?

patHenry ( | $159K )
Fri, 09 Jun 2017 04:02:30 AEST

@arcanegrowth Yes, I have tried a lot of different monetization methods and ad networks. There have been many who just don't deliver as highly as others. Google and Yahoo pay higher than just about anyone else followed by Taboola. The bottom tier (Outbrain, Content.Ad, Adblade) all pay similarly and they can bump you up or down when they want to keep you. I have had mixed results with all of them.

Disqus has recently moved to putting ads in the comment widget and their rates are horrible, so I removed them. NewsMax is another provider and their rates are in the toilet.

I have also tried other affiliate types of providers but they never paid anything close to what I could make selling ads myself.

maksimfa ( | $313 )
Sun, 11 Jun 2017 13:13:08 AEST

Congrats on the success so far and on the eventual sale.
A few questions please.

1. With writing about once a day, where do you look for topic ideas? Or do you recycle topics? or articles from the past?

2. You have close to a 50% drop y/y in terms of page views and unique visitors. What do you attribute that to?
Has your time commitment to the site dropped? Possibly driving away some traffic with a lot of monetization?
3. If purchasing the site, can we get you to stay on during transition period and for you to keep writing.


patHenry ( | $159K )
Sun, 11 Jun 2017 21:53:04 AEST


1. I have written over 500 articles personally but new ideas are always floating out there. I visit other sites, listen to podcasts, read the news etc. Many themes within this niche can be revisited continually because they are timeless. Every person has a story to share, a perspective to give and new readers are constantly coming to the site so there is no limit to what you can write on.

2. I don't know what you mean by 50% drop because we haven't had anything like that. Here are the raw stats on visits from WordPress:

2013 - 2,233,785
2014 - 2,855,134
2015 - 3,860,218
2016 - 3,962,215
2017 so far - 1,545,082 and we haven't finished this month yet, which is typically our low point in the year. Stats show steady growth.

3. I am willing to discuss all scenarios.


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kelster ( | $150 )
Mon, 12 Jun 2017 09:13:40 AEST

Hi Pat Henry, could you please add me to GA. Email is [email protected]

maksimfa ( | $313 )
Mon, 12 Jun 2017 09:31:11 AEST

@patHenry Thanks for your response.

I am talking about the verified Google Analytics numbers posted right here.

May 17 92,418 Uniques 193,040 page views
Jun 16 156,758 Uniques 321,459 page views

The numbers from wordpress, I am assuming server generated, do not distinguish between real humans and bot traffic.

I really do wish and hope the numbers are those that you put.

Can you add me to google analytics, if you are okay with it. Have no issues with NDA.

patHenry ( | $159K )
Mon, 12 Jun 2017 10:21:10 AEST

@maksimfa Happy to give you that access, just need an email and I will set it up. You can send me a message privately.

patHenry ( | $159K )
Mon, 12 Jun 2017 10:22:22 AEST

@kelster Access sent.

maksimfa ( | $313 )
Mon, 12 Jun 2017 11:19:13 AEST

Just wanted to publicly thank patHenry, the seller for his transparency during the due diligence process in regards to this sale.

patHenry ( | $159K )
Tue, 13 Jun 2017 08:19:38 AEST

@maksimfa Thank you again!

The Seller
Sellerdefaultavatar patHenry
1 transaction totalling $159,000
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