Lock in the .com to Save on a Rebrand

Elliot Silver
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23

There are several startups currently interested in one of my domain names, and I am in discussions to sell it. None of these startups seem to have the capital available to make the purchase, but I am very confident one is going to be able to come to terms with my company in the next couple of months. My bet is that the deal I strike will likely be some sort of creative financing option, although I would be very happy to sell it outright.

While all of these startups understand the value of owning the brand match .com domain name, I don’t think any of them are looking at the biggest picture. I want to share this with you (without mentioning the specific domain name) because I think it is a good talking point on your own negotiations.

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Ruby.com Acquired by Ruby Receptionists (CallRuby.com)

Elliot Silver
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1

Yesterday morning, I published an article about the apparent sale of the Gold.com domain name. The domain name appears to have been sold by a subsidiary of a major jewelry retail chain for an undisclosed amount of money. In response to my tweet about that sale, Josh Schoen mentioned that the Ruby.com domain name had also been sold, and that appears to be the case.

Earlier this year, Ruby.com was registered to the same entity as Gold.com. The domain name was registered publicly at CSC, and Archive.org shows Ruby.com was also used as a forwarder to the Kay Jewelers website. According to current Whois records, Ruby.com is now registered to a company called Ruby Receptionists. Using the Whois History tool at DomainTools, it looks like the domain name changed hands in late September of 2019 for an undisclosed amount.

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CashShield Acquires Shield.com and Rebrands as SHIELD

Elliot Silver
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5

Last year, a domain name listed in John Daly’s NameConnect newsletter caught my attention. Shield.com was listed for sale with an asking price of $600,000. The domain name was beyond what I would spend for it as an investment, but I thought it would be a good deal for a prospective buyer. I am not sure if the domain name was sold by a broker or not, but it looks like a company that has raised $25.5 million in funding recently rebranded as Shield.com.

According to a press release from the company that was published in early December, CashShield has rebranded as Shield, and it is using the Shield.com domain name. I learned about the rebrand via Mark Upgrade’s post on Twitter this morning:

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ROOM CEO Brian Chen Discusses Room.com Domain Name

Elliot Silver
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1

Adam Strong from Evergreen sent me a link to a video interview Jason Calacanis did with ROOM CEO Brian Chen, as part of his This Week In Startups series. In the interview, Jason asked Brian about the company’s brand match domain name (skip to 2:42 if that is the only aspect of the interview that interests you). The two discuss the value of the domain name and Brian discussed why his company felt the need to acquire this brand match .com domain name.

Here’s the interview:

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Digits.com History is Interesting

Elliot Silver
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1

I saw an article on TechCrunch that caught my attention. A startup called Digits announced that it raised a $10.5 million Series A round of funding. A quick check of the domain name showed that it is using the high value, brand match Digits.com domain name for its business.

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Schneider Electric Shifts to SE.com

Elliot Silver
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3

In May of 2017, I published an article to share that Schneider Electric acquired SE.com, a high value 2 letter .com domain name. At that time, it was only speculated that the company had acquired the domain name based on some insight George Kirikos was able to glean from the Whois record. The acquisition of SE.com has been confirmed, according to an email Schneider Electric sent to its customers on October 22:

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