Ever since I was a kid, my Mom bought sweet Vidalia onions for cooking. Because of my familiarity with this type of onion, I was a bidder in the NameJet auction for VidaliaOnions.com in 2014. Luckily for Peter Askew, I was the underbidder when Peter bought the domain name for $2,200. This sale now looks like a great bargain.
Shortly after acquiring the domain name, Peter set out to build a business on it. He partnered up with a local farm renown for its Vidalia onions, and the business is growing. In fact, VidaliaOnions.com is now taking orders for its Spring crop, with shipping scheduled to begin on May 1, 2017. As the domain name and branding suggests, the company specializes in the sale of vidalia onions.
I asked Peter about how VidaliaOnions.com went from domain auction win to fully operational business, and here’s what he told me:
“I acquired the domain, felt there was opportunity in farm-to-door delivery, and then partnered with a farm located in the Vidalia, GA region who’s been growing for almost 30 years (M&T Farms). They grow an exceptional Vidalia – their General Manager, Aries Haygood, even won Grower of the Year about a month back. It also helps that I’m located in Atlanta (abt 3hr drive away), so I can visit quite often to lend an extra hand in busy fulfillment periods.”
Peter told me he looks up to Warren Royal, who built a thriving bobblehead business after acquiring the Bobbleheads.com and Bobblehead.com domain names. “I’m a Warren Royal disciple,” he told me. “Buy a domain first, figure out the business second. Leverage the domain authority to compete against folks 50x my size.”
Just about everyone who buys a domain name has an idea of how that domain name will be used – either by them or by someone else. Building a business is a difficult task with a high fail rate. Owning an exact match domain name and building a business on it can help with branding and authority. It’s great to see a business growing on VidaliaOnions.com. I am going to buy a 5lb box to make one of my favorite simple cold appetizers (Vidalia onions, cherry tomatoes, black olives, basil, olive oil, salt, and pepper).