Current price

$1,000 USD

15 days left
$
Share:

2-year-old niche eCommerce site making $4,300/mo on 6,800 monthly pageviews

Huge social presence, sells custom frames & wedding hangers that can be personalized for any occasion

At a glance ?

Touch a value for a description

Site Type
eCommerce
Platform
Site Age
2 years

Traffic ?

Page Views
6,863
Unique Visits
2,618

Financials ?

Gross Revenue
$4,325
Net Profit
$1,058

Traffic ?

Uniques Page Views
May 17 3,119 7,443
Apr 17 3,220 7,776
Mar 17 1,517 5,371
Feb 17 840 2,612
Jan 17 2,049 6,057
Dec 16 1,928 5,619
Nov 16 2,539 8,264
Oct 16 2,124 8,093
Sep 16 2,551 10,942
Aug 16 1,910 8,550
Jul 16 46 270
Jun 16 0 0

Traffic Health ?

Pages / Session
2.30
Avg. Session Duration
00:01:21
Bounce Rate
61.11%

Top Channels ?

Page Views % of Total
Social 5,521 74%
Organic Search 958 13%
Direct 954 13%
Referral 10 0.13%

Top Countries ?

Page Views
United Kingdom 6,913
United States 97
Canada 86
Ireland 63
Australia 26

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
Jun 16 $1,089 $210 $879
Jul 16 $1,557 $233 $1,324
Aug 16 $2,194 $1,555 $639
Sep 16 $2,123 $1,908 $215
Oct 16 $2,513 $2,251 $262
Nov 16 $3,609 $2,556 $1,053
Dec 16 $2,722 $2,207 $515
Jan 17 $1,421 $1,089 $332
Feb 17 $449 $290 $159
Mar 17 $1,163 $1,260 -$97
Apr 17 $3,437 $2,573 $864
May 17 $8,376 $5,968 $2,408

Seller's Notes

How is your business monetized?

eCommerce

Please describe your business model in 1 to 5 sentences

We sell frames and wedding hangers that can be personalised for any occasion. Customers visit our websites hayleighsframes.com or personalisedboxframes.com (the sale includes both domain names) where they will see 30+ original frame designs that they can choose from.

Most of the designs have an element that can be personalised (for example; a heart where a name can be added, a quote with names underneath, wedding dates, etc). All frames come with a backing paper that will be placed in the back of the frame, for further personalisation. We've recently also added personalised wedding hangers to our product offering which have been selling really well!

Once the order is placed, the design is created and sent to our manufacturer who is responsible for production (ie printing/ cutting and affixing the design to the frames, or engraving the hangers) and for shipping the final product directly to customers.

NOTE: There is a HUGE opportunity here. If you do the production yourself, in-house, your gross margin will increase substantially, by approx. 15%.  This is not complicated work.  You just need a printer capable of printing vinyl stickers.

Are you the original owner of the business?

No

When did you buy the business, and how has it changed since you took over?

We purchased the business in July of 2016 and have grown the business substantially, as follows:

  • Updated the design of the site to improve functionality & aesthetic
  • Grew Facebook & Instagram audiences
  • Set up email marketing and accumulated over 2.8k subscribers
  • Negotiated 6 listings on GettingPersonal.co.uk that now brings in 10-20 orders a month with no effort on our end.
  • Expanded the business to include drop-shipping
  • Added new products - personalized engraved hangers
  • Set up Etsy store

Which platform does the website use?

BigCommerce

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

The site is hosted on BigCommerce. This will not need to be changed, though there is potential upside to changing to Shopify.

Why are you selling the business?

This business has helped us earn some extra cash during our time travelling. It has given us a lot and has helped us in fulfilling a life-long dream! We are very sad to be selling, but it has helped us do exactly what we wanted and it’s time to say goodbye – we are almost done our travels and will be returning home shortly.

Hopefully Hayleigh’s Frames will be purchased by someone who can show it as much love as we have and it can make you enough money to live your dreams as well! It is set up to do just that!

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

All sales made on our website can be accurately tracked back. There is additional revenue from our Etsy store as well as GettingPersonal that are not tracked through the website.  Documentation can be provided to support these sales too.

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 and/or Flippa marketplace integrity.

What are the main expenses of the business? 

  • Cost of Goods Sold (Labour, Materials, Shipping)
  • Advertising
  • Subscriptions (Photoshop, Mailchimp, Quickbooks, Big Commerce)

Please list all domain names you are including in the sale

  • Hayleighsframes.com
  • PersonalisedBoxFrames.com

Are you including any social media accounts in the sale?

Yes

Which accounts will you be including?

Are there any email lists included in the sale?

Yes

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

  • MailChimp ~2,800 subscribers

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

No

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

Yes

Please describe the additional assets mentioned above

1. Existing inventory - will vary depending on time of sale ($400-$800)

2. Etsy Store

3. GettingPersonal.co.uk store listings. Getting Personal is a leading online UK-based destination for personalised gifts. This platform brings in an average of 10-20 orders/month with no effort on our end.  They are also about to start selling our wedding hangers!

4. Working files for all designs

5. All product photography

6. Contract with our manufacturer that we work with (who is happy to continue the partnership with a new owner – he is fantastic to work with!)

7. Supplier list for reordering all inventory

What are the primary traffic sources of the site?

  • Social - Facebook plays a huge part in getting traffic to the site. We leverage our very large FB audience with daily posts to keep Hayleighsframes top of mind.
  • Direct - we rank very high for many keywords such as 'personalised box frames' resulting in a solid amount of direct traffic.Why do you think the site's top traffic.

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

Yes, I currently use social media marketing.

Have you done any Search Engine Optimization?

No, I have not done any SEO.

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 or have you ever purchased traffic?

No, I have never purchased traffic.

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

No, I have not.

Have you experimented with any other sales / marketing initiatives?

Yes

Please provide a brief description of these additional sales / marketing initiatives

Instagress for instagram marketing

Do you have employees or contracts with freelancers?

Yes

Detail the type of employment you provide and how many people you employ

1 freelancer to whom we contract out the manufacturing work - printing, cutting, and affixing the design onto the frame/ engraving the hangers and shipping out the final product to the customer.

Are the employment contracts transferable to the new owner?

Yes

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

We create the designs and also personalise them once a customer places an order. The designs are created in Photoshop, and believe there are free online tools that can be used as well.

Task 1 - Website Administrations
Description - Process all the orders, answer customer questions, ordering all the frames and other materials required
Who - Owner
Hours per week - 1
How may people perform this task? - 1

Task 2 - Product Design
Description - Design the new frames, as well as personalising the frames once ordered by customers
Who - Owner
Hours per week - 3
How may people perform this task?- 1

Task 3 - Marketing
Description - All communications including FB and Email campaigns
Who - Owner
Hours per week - 2
How may people perform this task? - 1

Task 4 - Manufacturing/ Production & Shipping
Description - Print and cut the design, affix it to the frame/ engrave the hangers, package the product, and ship the final product out to customer
Who - Outsourced to our manufacturer
Hours per week - 5
How may people perform this task? - 1

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

No. As of now, we do the design work, but this can be outsourced if the new owner either does not want to have that responsibility, or does not have the skill set. (Can also learn how to use Photoshop or a free alternative - you only need a very basic knowledge in order to personalise the designs.)

Do you and/or any employees or freelancers provide customer support?

Yes

How is customer support handled and what is the average volume?

I handle customer support. Average volume is about 10 inquiries per week, mostly via Facebook.

Please identify and briefly describe your main competitors 

There are no other companies directly making personalised box frames at the same scale as we are, however, there are a number of smaller players creating similar products - mainly on Etsy.com.

What makes your website better than its competition?

Our variety of quality designs has separated us apart from competitors. As well, our attention to customer service has been a big differentiator, as can be seen in our large number of repeat customers.

Does the business store physical inventory?

Yes

Approximately how much inventory does the business keep at any given time and is any current inventory included in the price?

Because we have outsourced the manufacturing, our manufacturing partner (who prints, cuts, affixes the designs to the frames/ engraves the hangers and ships out the final product) actually keeps the inventory on hand, and not us.

We typically ensure that they have about 50-100 frames on hand at any given time, and about 50-100 hangers. They are cheaper if you purchase in bulk. Same goes for packaging supplies. And we typically ensure that our manufacturer has enough packaging supplies (ie. boxes, tissue paper, ribbon, etc) for over 100 frames at any given time.  He does not charge us for storing the inventory.

Where is the business’s inventory kept?

Inventory is currently kept with our manufacturer. There is no charge to store the inventory.

Is it necessary for the business to keep its inventory in a particular country or a state, in order to retain the current profitability? Please explain

Inventory does not need to be kept in a particular country or a state in order to retain the current profitability. However, shipping costs may increase if final product gets shipped from outside the UK.

How are shipments into and out of the warehouse / storage units managed?

We order all materials to our manufacturer's address, who ships them out directly to the customer.

How many suppliers does the business use and for how long has the business used each of these suppliers?

We use one manufacturer who prints, cuts and affixes the designs onto the frames/ engraves the hangers, and ships out the final product to the customers. We switched suppliers in February and have been extremely happy with our new partner. Revenue has gone up substantially since we made the switch - much faster and very responsive, also brings in new ideas to help the business grow.

That said, as noted, this function can be brought in house to significantly increase profit margins.

As for other material supplies (shipping boxes, packaging materials, the frames, etc), there are about 8-10 suppliers.  We order directly off of their individual websites, having these products shipped to our manufacturer.

Does the business benefit from volume pricing arrangements with its suppliers?

Yes

Please explain which types of volume pricing the business benefits from

The actual frames and hangers as well as some of the packaging material benefit from volume pricing as a result of fixed shipping costs.  For example, we can order up to 100 frames for the same shipping price, which we always take advantage of.

Do you have written agreements in place with your suppliers?

Yes

Are these agreements transferable to the new owner? Please explain

We only have an agreement with our manufacturer, which will be transferable.  The other sites do not require agreements - they are publicly available.

How often and through which channels do you pay suppliers for purchased goods?

Our manufacturing supplier will invoice us once every week or two.  We pay him through Paypal transfer. The other suppliers we order off their websites, using credit card for payments.

What is the average lead time from the order date until customer receives the good?

7-10 days on average. 3-5 days for express, for which we charge extra.

Explain your payment terms with your supplier(s)?

For the manufacturer, he is able to invoice us every week or so, and payment is due within one to two days. All other suppliers we pay directly on their websites during processing the order for the supplies.

Have you changed suppliers in the past?

Yes

Please explain the circumstances for changing suppliers

As noted, we changed suppliers in February. Our old supplier was having trouble managing the volume of orders that were coming through, which is the reason for the switch. Our new supplier is amazing - really responsive and able to accommodate a larger volume of orders.

They also are able to do engraving (our old supplier did not have that capability), so we've been able to add new products to the site because of that. They also are always thinking of new ideas for products/ improvements.

Please provide a brief overview of each related site that you own below

HayleighsFrames.com redirects to PersonalisedBoxFrames.com. Both URLs are part of this purchase.

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?

Yes

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

  • New Products: Our supplier has laser engraving capabilities, and is open to testing out new products. The hangers were a new addition that have sold very well! We also had plans to add black frames and vinyl as options and to partner with Etsy stores and drop ship products that would appeal to our audience; we just never got around to it (except for one Etsy partnership).
  • Increase GettingPersonal.com listings: This was a huge win for us to get listed on their site. It ensures constant stream of revenue. We have seen the number of purchases increase from them month over month.  Getting more products on their site would be ideal as there is no effort at all required to get a sale once the product is listed.
  • Email marketing: We really haven’t been the best at email marketing.  It’s a big list (2,800 subscribers) that we really didn’t put enough effort into. Huge potential to generate more revenue via this channel.
  • Manufacturing in house: Our supplier is fantastic, but if making the frames and/or hangers excites you, then you will save considerably – over 15% margin straight back to your bottom line.
  • Outsourcing: Alternatively, you could completely outsource every aspect of this business if you wanted to be completely hands off, including processing, advertising, and designing the frames.
  • Fan base expansion: The majority of our fans are from the UK – there is a huge opportunity to increase the audience to one that is more global. We have already added more global shipping options for customers on the site, but have not put effort into actually acquiring those customers.
  • Loyalty: Much of the business is from repeat customers (~10%), as well as from referrals. Therefore, there is a huge opportunity to create a rewards-based program, which we intended to do but have not found the time to pursue. Note: There are apps that help with the implementation of such programs.
  • SEO optimization: You can put more effort into SEO which we haven’t really focused on too much to acquire more customers/ get a higher ranking on Google.
  • Processing Fees: Since we use Paypal and do not have a UK based bank account, Paypal charges us an extra 1% on all transactions (~4.5% total vs. 3.5%).  If you have a UK based account, you immediately will save 1%.

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

Yes, there are some geographical limitations.

Please explain the geographic limitations below

Because the majority of our audience is located in the UK, shipping costs will be cheaper if the final product is being shipped out to customers from the UK. We have been operating the site from outside of the UK. It's just the manufacturing, and shipping of the product that would benefit from being located within the UK. That said, it is not a must. There is still profit to be earned even if the final products are being shipped out of another country. 

Site Info

Site Established ? April 2015
Built With ?
Google Analytics Detected ? Yes
More info: BuiltWith

Domain Info

Domain Registered ? 5 April 2015
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 ? 156
MajesticSEO Inbound Links ?
SEOmoz mozRank ?
Alexa Rank ? 13,821,310
More info: SEOmoz and SEMRush

Comments

Noavatar
susala ( | $6.02K )
Tue, 20 Jun 2017 13:24:08 AEST

Are all the frames the same size. Does not mention the size on your website.

Px48x48 avatar 98643935 b97a 43e1 aafe abc469a68c29
broshopco ( | $24.3K )
Tue, 20 Jun 2017 16:22:49 AEST

@susala yes they are all 23 x 23 cms. Could certainly introduce different size options

Px48x48 avatar 9c4965b7 d33f 4680 b160 de5e45672f7e
ksa7198 ( | $1.21K )
Tue, 20 Jun 2017 23:43:34 AEST

Can this business be run from USA?

Px48x48 avatar 98643935 b97a 43e1 aafe abc469a68c29
broshopco ( | $24.3K )
Wed, 21 Jun 2017 00:07:13 AEST

@ksa7198 yes it certainly can. We are from Canada, spent most of the year in Israel and traveling Europe, all while running the site.

Noavatar
kenmendiola91 ( new )
Wed, 21 Jun 2017 01:02:47 AEST

You spent $5,968 last May - can you provide an idea/breakdown on where that was spent?

Px48x48 avatar 98643935 b97a 43e1 aafe abc469a68c29
broshopco ( | $24.3K )
Wed, 21 Jun 2017 03:44:58 AEST

@kenmendiola91 Certainly! You can find all the detailed costs detailed in the attached spreadsheet "Profit & Loss Statements - 2015 to 2017" for all months. Regarding this past May:

Drop Ship Fulfilment (Labour) - $2,092
Shipping - $1,050
Materials Costs - $829
Total Cost of Goods Sold: $3,971

Advertising - $1,445
Subscriptions - $193
Bank/Paypal Fees - $359

Noavatar
Nobbys99 ( new )
Wed, 21 Jun 2017 03:52:58 AEST

Hello,
Do you include the Etsy account also? Any company included? Can you please email me the reserve?
[email protected]
thank you,

Px48x48 avatar 98643935 b97a 43e1 aafe abc469a68c29
broshopco ( | $24.3K )
Wed, 21 Jun 2017 04:11:42 AEST

@Nobbys99 Hi there, yes the Etsy account will be included. We are open to selling either as an asset or share based sale (Canadian company). The reserve I believe you can access at the top of the listing - we have made this available to those who request it.

The Seller
Px140x140 avatar 98643935 b97a 43e1 aafe abc469a68c29 broshopco
4 transactions totalling $24,300
Payment Methods ?
  • Flippa Escrow
  • PayPal
Community Watch

Does this listing violate the Flippa Terms and Conditions?

If so, anonymously report it here.