Rick Latona: “We’ve been working on a secret project”


Haven’t heard much from Rick Latona or anyone from his company recently, but it looks like that was quite intentional. This morning I received an email announcing that his company is brokering OE.com. According to Rick, the purchase price is $225,000 but offers will be considered.

More importantly is that he revealed that his company is currently (and has been) operating in stealth mode for the last few months, hence the radio silence on Latonas.com. In today’s email, Rick explained his public absence in this way:

Now let’s talk about what my company has been working on. Oh wait, I can’t do that. Our domain business is actually in stealth mode right now. We’ve been working on a secret project that is quietly taking off. 2011 is going to be a banner year for my company. I wish I could tell you all about it but I can’t. I will say only one thing. If you operate a parking company and we haven’t talked about business in the past 2 week, please contact me.

What I can tell you is that auctioning domains, tradeshows, etc are the least of our priorities. You won’t be hearing much from us for some time but we will still be bringing occasional premium domains to the market like oe.com.”

I’ve also been wondering what Rick’s been up to, and I figured he was re-grouping and working on something big. He previously hinted at something, and I have a guess about what it is, but I will keep it private.

I am glad to hear Rick’s business is adapting and maturing, and I think that his news will be interesting to domain investors once it’s released.


  1. Why is it the latest trend to be “in stealth mode”? All of a sudden countless startups are doing it and now we have domainers working “In Stealth Mode”. I wonder where Rick Latona got that idea from? LOL.

    I wish him the best with what he’s working on. Can’t wait to see what he has planned. 😉

    There are great advantages to operating In Stealth Mode for as long as you can.


  2. The secrecy stuff is just marketing to try and build interest, whether this will really be much remains to be seen.

    “What I can tell you is that auctioning domains, tradeshows, etc are the least of our priorities. ”

    You can say that again given some of the results last year.

  3. Snoopy,

    Rick persistance, hard work, … should finish to pay.

    If all was so easy we will be all rich.

    PS: His secret project is real and I could be a blast.

    • @ Chad

      IMO, it’s “news” because Rick blogged or emailed just about every day last year and basically disappeared off the map during the last 3 months. People were speculating that one of the most visible people in this business left the industry quietly, but clearly that isn’t the case.

      BTW, I generally leave the “real news” to Ron and Andrew… this is more of a blog than a news source.

  4. Francois
    His secret project is real and I could be a ‘blast.

    Mercy, so you will be helping him ‘blast his way out of
    the Big House then Francois!

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