BBC: Domain Name Originally Bought for $11 Million

There’s an audio interview with accompanying article currently on BBC News with David Roche, the President of Worldwide. According to Mr. Roche, the domain name was originally acquired for around $11 million in 2001.

From the article:

“Speaking to Today business presenter Simon Jack, the entrepreneur explained how the company took control of the market using the internet.

In 2001 the company purchased the name for around $11m and at the time this was thought to be “a crazy sum of money”.

Now we look back we look back and think, what a bargain,” he added.

When you listen to the audio interview, it seems like Mr. Roche couldn’t recall the exact price, but the $11 million region is the approximate price that he remembered.

Of course, was acquired many years ago for $1.1 billion.  Clearly, the $11 million acquisition was a good decision for the company.  I often use the story to potential buyers of my domain names as evidence for how an exact match domain name (EMD) can also be used by a company as a standalone brand.

Should this domain name sale be added to various top ten domain sales charts, including the one maintained by, it would rank as the second largest domain sale of all time. The highest value sale remains at $13 million.

This figure was an interesting tidbit from an interesting interview.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


    • Elliot, sure you should recalculate it. Each good domainer is an investor and each good investor has to calculate inflation. How do you plan your retirement without inflation? Don’t be silly. If you want to compare nominal values, then don’t say just value, because real value depends on year and inflation very much!

  1. Agree with Jay 100%

    You should have recorded rate tables and then adjusted rate sales tables. This could all be done with some programming, very simple. I think DN Journal hard code/records things so that would be a pain in the ass. However if it was in some db, then its super simple.

    However most domainers dont factor in opportunity cost, time value of money, inflation ect…

  2. This is a great end user case study.

    David Roche really needs to be interviewed to get his ideas as to how much domain contributed to the overall company success. My basic question would be – if the company went through the past 10 years without domain; with everything else being equal marketing-wise, how much less would the sales be.

    I would guess it would be at least 10% less, but perhaps as much at 50% less. It would be very interesting to get his overall ideas.

  3. I own

    As it contains 5 of the hottest domaining niches all in one:

    1) i (iPhone!)
    2) 3D (3D TVs and printing?!)
    3) Hotels
    4) Face (Facebook!)
    5) Quotes (Insurance, loans!)

    I am asking for just $5m. Please share with your Twitter followers.



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