example of some assimilation and handover plans|
Zsolt Kerekes - publisher - August 24, 2018
|There are many ways that a website can be sold
and assimilated. I've drafted this note to indicate some of the granularity
- domain only sale - this is the simplest (and lowest cost).
rights to website content would be involved. After an agreed verification
process and announcement and invoice and payment the website registration
details would be updated and transferred to the new owner who could arrange to
redirect all hits to the site to their own new home page.
little or no explanation. Handover services could be as simple as ensuring that
a redirect of the original web host is set up to the new site to ensure
continuity during the first 24 hours or few days that the name server details
are permeated through the web.
- domain sale with an agreement which includes time limited rights to
content (this type of agreement could include a time limit on the content
to reduce the cost - such as 1 to 5 years - and a no compete agreement) along
with assisted assimilation and handover services. This will cost more than the
domain only option. But it has the advantage for the buyer of a lower cost than
the unlimited rights to content option (below) and may be useful for buyers who
see a value in the content for tactical web marketing reasons for several years
- but who expect that their own original content will dominate the site as the
acquired content ages in reader value. Why the time limit? - Just in case I want
to write a memoir of my time in publishing and want to reuse some of the content
in later years.
Publishers who already
have experience in acquiring complex web sites will have their own ideas of how
they can best assimilate and upcycle readers and content.
- domain sale with an agreement which includes content - unlimited
rights - this is the most expensive option.
below are included to help potential buyers who don't already have their own
transformation plans to get a realistic idea of how much work might be involved
and how easy it might be to leverage the benefits of acqurining
StorageSearch.com using a minimal set of handover services which could be agreed
as part of the acquisition price.
At the start of this evaluation
process it's worth asking the question...
how complicated are the
web assets of StorageSearch.com?
For better or worse - when I set
up StorageSearch.com in 1998 - my plan was to make it as simple as possible. At
that time I already had 2 years experience with running a high visibility ad
funded site for 2 years beforehand (the SPARC Product Directory). The only web
technology I changed from the 1996 design model was the inclusion of support for
banner ads (which was later backwards integrated into the SPARC site).
is no underlying software in the site. No java, no scripts. Everything is plain
simple html. And with the exception of banner ads all the web pages are html
(almost version 1.0).
The banner ads (which were in the original
design in 1998 supported by a 3rd party SPARC hosted Unix platform) have -
since 2009 - been implemented entirely as html refresh redirects. (More about
banner ads and their uses for editorial messages later.)
StorageSearch.com look like at the web hosting level?
is all in a single directory which consists of 5,400 files (approx).
for a tactical assimilation of the site
- html - 3,270 - original articles and content
- JPEG - 1,020 - images
- GIF - 1,040 - images
- PDF - 114 - 3rd party historic datasheets / papers
Services which I can
provide as part of an agreed sales package with content might include:-
- announcing news of the sales agreement - on the site and via linkedin and
- listing the top 50 or 100 html files (similar to
this list) and
dividing this into 3 subsets:-
- locations which may be obvious candidates for entire replacement by the
buyer or redirection:- such as the home page, news page etc
- locations which could benefit from having a significant manual input prior
to handoever - with a note suggesting links to similar pages on the new owner's
- locations which simply need a temporary light touch or which can be left
- identifying articles (outside the top 100 files) which have a strategic
affinity with the acquirer - and then agreeing a list of changes like those
temporary rights to content -
what does that mean?
- Re banner ads on the site... As I explained in my 2000 article -
- one of the uses of banner ad technology is to promote articles and news on
your own site. For over 20 years I've used the same technology to deliver
customers ads and editorial messages.
As part of the sales handover
services I can suggest and set up draft editorial messages to populate the ad
streams on the site - so that new readers (even on unchanged web changes) can
see a message from the new owner.
On the one hand the sale of StorageSearch.com
could include permanent and exclusive rights to all the articles I've written
and all the web pages on the site and all the images which are currently owned
by the publisher and which were created for this site (in particular the
mouse images, logo
Wouldn't it be great if we could agree about a price for that?
the other hand - I don't want my valuation of the content to be a deal blocker -
if for example my idea of what the legacy content is worth is out of line with
what a buyer might expect.
So that's why I'm floating the idea of a
temporary license for the content - which might be set at an agreed period of
years and which might include some shared non competing use of some of the
mouse images (some of which appear in some children's stories I've written -
more details on request).
A temporary license would enable the buyer
to tactically use all the content on the web site for as long as it might remain
useful from an SEO and reader integration point of view - while being priced
closer to a domain only sale. This is just a suggestion for exploring where the
real value lies.
That's it for now.
I expect to narrow down the
shortlist of those I'm talking to about the sale of the site by early October.
November / early December all the obligations to legacy advertisers will have
ended and it will be feasible to complete the sale.
Any questions? -
|PS - there are some other websites owned by the
As part of the handover process - the archived SPARC
Product Directory will be updated with a note about the sale and with some
redirects if tactically appropriate. (The SPARC site will be switched off
sometime in 2019.)
MarketingViews.com - used to be a FAQs resource for
my advertisers. As we have announced the end of our web ad business model -
MarketingViews.com will be offered for sale as a domain only option without any
rights to the mouse images.
GoblinSearch.com - is a fictional story
site. This is where I'll be spending much of my retirement - completing old
stories and writing new ones. GoblinSearch.com is not being offered for sale.