How To Buy Online Businesses Profitably And Safely, Ensuring They Will Work For You &amp; Make You Money

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Introduction: Learn How to Buy an Online Business

Vova: Hi there! In this article, we're going to learn about how to buy an online business.

We’ll explore how you can do it in a way that’s both profitable and safe.

The goal is to help you find a business that will work for you, something you can manage well and, hopefully, grow into a reliable source of income.

If you're aiming to achieve specific goals through owning an online business, this is the right place to start.

Meet My Guest Expert: Shlomo Joins the Q&A

Vova: Today, I’ll be having a Q&A session with Shlomo.

Shlomo specializes in helping people buy online businesses.

He’s been in this field for quite a while, and I’ll be asking him some key questions so we can explore this topic together.

As for me, I’ve been in the online business world for years—selling on Amazon, creating content, and blogging.

I love being part of this space and sharing what I’ve learned along the way.

Shlomo, welcome! Can you introduce yourself to everyone?

Then we can jump into the questions and have a good conversation!

Shlomo: Sounds great, Vova.

Thanks a lot for inviting me to join this discussion!

Shlomo’s Background and Experience in Online Investing

Shlomo: Let me introduce myself.

I’ve been an entrepreneur for almost 20 years now.

Over the last four to five years, I’ve focused more on online investing.

This means buying businesses with the goal of generating profit.

You might have come across the term "flipping websites" before.

It’s a phrase many people use, and it basically describes what I do.

This has turned into a successful and rewarding venture for me, as well as for others who are involved in this space.

You can see how popular this sector has become if you look around online.

Overall, my experience from the past two decades as an entrepreneur has all led me to this point.

I’ve taken everything I’ve learned over the years and put it toward buying and managing online businesses.

That’s how I found myself fully immersed in this industry.

Vova: Alright, man.

Shlomo’s Contact Information and Resource Links

Vova: Let me first include your contact details below for anyone who wants to reach out to you.

-: Shlomo Contact Details :-

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https://shlomofreund.gumroad.com/l/ypnql

It’s great to hear that you’ve been active in this field for quite some time.

I’m really looking forward to asking you some questions about your experience and learning more about how this all works.

Let’s dive in and see where this goes!

Shlomo: Sounds good!

Let’s go with the flow.

Why Invest in SaaS and Content Websites

Vova: Alright, first question.

What led you to focus on investing in SaaS (Software as a Service) businesses and content websites specifically?

There are so many types of online businesses out there, so why these two?

Is this the main area you work in?

I’d love to hear more about what drew you to these particular types of sites.

Shlomo: To explain this, let’s compare two investment approaches.

One is traditional investments, which people have been doing for many years.

The other is investing in SaaS businesses or content websites.

These types of online businesses can often be more profitable, though they come with their own risks.

I’m not saying they’re completely risk-free, but that’s true for almost everything in life and business.

Risk is a part of any investment.

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When it comes to SaaS and content websites specifically, they stand out compared to other types of online businesses.

For instance, let’s say you’re a freelancer.

In that case, you’re trading your time directly for money.

You might work on projects for clients, and the income you make is based on the hours you work.

On the other hand, when you buy assets like SaaS businesses or content websites, you’re stepping into something with the potential to earn significant returns.

These types of businesses often offer cash flow returns of around 25% to 30% annually.

This means that you can buy them and generate regular income.

Beyond that, you can reinvest some of the earnings back into the business to help it grow.

Another benefit is that the value of these businesses often increases over time.

So not only do you get income, but the asset itself may become more valuable as you build it up.

This is a big difference compared to working by the hour, where your income is directly tied to how much time you put in.

With SaaS and content websites, you’re gaining more control over your time and building something that can work for you in the long run.

Vova: Yeah, man.

I’ve got a collection of content websites, and they include things like YouTube channels too.

For me, the return on investment has been really strong.

The content we create gives us a great return compared to the money we earn from it.

Personally, I focus mainly on affiliate marketing.

All my websites and even my YouTube channel revolve around affiliate marketing.

It’s been a pretty rewarding experience.

I can see why you find this field interesting and worthwhile.

Shlomo: I need to add something here.

You didn’t ask about this specifically, but when I talk about SaaS businesses and content websites, it’s important to think beyond just those categories.

If you zoom out and look at the bigger picture, this concept applies to any kind of digital asset.

For example, there’s a whole market for YouTube channels.

People can buy them, improve them, or link them to their existing businesses.

You could even sell them later if you want.

It’s part of a broader range of opportunities in the digital space.

Vova: Pretty cool. All right, man.

Where to Start?

Vova: So how did you get started with buying and investing in online businesses, especially in SaaS and content sites?

What led you to this path?

Shlomo: How did I get started?

Well, after spending many years in internet marketing, I became aware of the market for buying online businesses a long time ago.

Back then, it felt very uncertain and unclear.

You didn’t always know what to focus on, and platforms like Flippa were, honestly, quite chaotic.

They seemed like the Wild West at that time.

To be fair, Flippa is still less structured compared to other platforms, but let’s set that aside for now.

At one point, I decided to take my knowledge from marketing and investing and apply it to this area.

I thought, “Why not give it a shot?” My goal was to find an asset that could give me a solid return, around 25–30% per year.

So I began researching.

It took me about four or five months to figure out what to buy.

During that time, I reviewed hundreds of listings and deals, carefully analyzing each one.

After about six months, I finally purchased my first digital asset.

This wasn’t something I built from the ground up — it was already an established business.

It had traffic, a steady cash flow, and clear potential for growth.

I had a plan for how I could develop it further, and that was key.

But it wasn’t easy.

The process required a lot of time and effort.

So, even when I finally made the decision to buy, I was nervous.

That fear, by the way, never completely goes away.

It’s something every investor deals with.

I approached it the same way you approach any business decision.

You do your due diligence, weigh the risks, and decide when it feels right to move forward.

Of course, there’s always a chance something might not work out as planned.

My mindset is that even if I make a mistake, I’ll learn from it.

That way, I’ll approach the next acquisition with more experience and a better understanding.

Each deal, whether it’s successful or not, teaches you something valuable.

That’s the approach I take every time I look at a business opportunity.

If something went wrong before, I apply those lessons to the next deal.

There’s no way to completely eliminate doubt, but the goal is to reduce it as much as possible.

In my opinion, the rewards of investing in digital assets make the risks worth taking.

Vova: I see what you mean.

It actually brings me to the next question I had in mind.

How to Evaluate Potential Investment Opportunities

Vova: You’ve already touched on some of this, but I’d like to dive deeper.

What are the key factors you consider when you’re evaluating a potential investment in a SaaS or content website?

What are the main things you look at?

Maybe you can share a few specific points.

Shlomo: Sure.

First, I’d say this — it might not directly relate to the business side, but I’ve realized it’s more about passion.

Choosing a niche or industry that you genuinely enjoy can make a big difference.

If you’re passionate about the subject, you’ll be more involved in managing and growing the business.

You’ll be more attentive to its needs and more likely to sustain its success over time.

Now, that doesn’t mean you can’t buy a business outside your area of interest.

Some digital assets — like content websites or SaaS platforms — might still make sense to buy even if you’re not particularly excited about the niche.

But if you do find something that aligns with your interests, it will likely feel easier and more rewarding to maintain.

When it comes to the actual evaluation, I start by looking at the acquisition cost to ensure it fits my budget.

That’s always a practical first step.

After that, I look at trends — specifically, the trends in traffic and revenue.

Stability is key here.

You want a business that isn’t experiencing sudden drops in traffic or earnings.

With all the Google updates happening in recent years, many websites have taken hits.

If a website or SaaS product has remained stable despite these changes, that’s a positive sign.

Even better is when you find something that’s on an upward trend.

If the traffic and revenue are growing, that shows potential for future success.

In fact, I recently released a video where I explored some marketplaces and analyzed these trends.

Out of dozens of listings, only a few were actually showing clear upward growth.

This is an important step because it helps you filter through options quickly.

Of course, identifying trends is just the beginning.

Once you find a promising opportunity, the next step is conducting thorough due diligence.

You need to verify that the business is what it claims to be.

Are the traffic and revenue numbers accurate?

Are the claims about the business supported by evidence?

These are crucial questions to answer before making any purchase.

Another important factor to consider is the growth plan for the business.

It’s no longer enough to buy a website and assume you can just add more content and backlinks.

While that might have worked in the past, you now need to bring more to the table.

There needs to be a unique approach or an additional angle to grow the business further.

If you already have another business that’s related to the one you’re buying, that can be a huge advantage.

You can integrate the two businesses and create opportunities to support each other.

This promotes a combined effect where the value of both businesses grows beyond what they could achieve separately.

It’s like saying 1 plus 1 equals 3 in this context.

Having a clear plan for how you’ll grow the asset is essential.

When you’re looking at a potential investment, think beyond the basics and consider how you can take it to the next level.

This kind of planning will set you up for success.

Vova: That’s interesting.

It sounds like there’s a lot of planning involved.

How to Take Your Business Beyond the Basics

Vova: Even if you buy a business that’s already profitable and growing, that’s not the end of the story.

Sure, having a solid asset is great, but what happens next?

How do you build on it?

How do you take it beyond the basics, like just adding content or buying backlinks?

For example, you could focus on creating a community or a group around the business.

That can really add value.

Or maybe you have another business that aligns with the one you’ve just bought.

You could connect them in a way that benefits both.

It reminds me of Neil Patel — do you know him?

I think he and his team bought UberSuggest, and they didn’t just leave it as a standalone tool.

They integrated it into their broader business, connecting it with their other platforms and making everything work together.

That’s the kind of deeper thinking I’m talking about.

By the way, I’m reading a really good book right now — The 33 Strategies of War by Robert Greene.

I’d definitely recommend his books.

They’re all about thinking strategically and seeing the bigger picture.

That’s what we need to do, no?

It’s not just about focusing on the website you bought.

It’s about asking, “What’s the bigger plan?

How do I grow this in a way that goes beyond the basics?”

After all, things are always changing.

Shlomo: You’re absolutely right, and strategy doesn’t have to be overly complicated.

In fact, one of the simplest yet most effective strategies today is just being authentic.

I know it sounds like a cliché, but it really works.

Let me give you an example.

I know people who are earning significant money — $50,000 to $100,000 per month — from something like a travel blog.

Now, they’re not relying entirely on AI or shortcuts.

Sure, they might use AI tools to help with small tasks, but the core of their success is real-life experiences.

They take their own photos, write about their actual journeys, and create content that reflects their personal stories.

Google recognizes this authenticity, and it helps their blog perform well.

This goes back to what I mentioned earlier about passion.

When you truly care about the niche you’re working in, it shows.

For this person I'm talking about, travel is her passion, and she's built something amazing out of it.

She’s a mom with kids, juggling a lot, but she enjoys every bit oft.

That said, even if you’re not deeply involved in the niche on a daily basis, it’s still possible to succeed if you have a clear and well-thought-out plan for growth.

Having that larger vision is crucial — it helps guide your decisions and keeps you focused on what you want to achieve.

Vova: Thank you for sharing that. This brings me to my next question.

What are the Most Common Business Valuation Mistakes

Vova: When people are evaluating a website deal, what are some common mistakes they make?

We’ve talked about what to look for when evaluating a business, but what are some errors people often make?

Have you made any of these mistakes yourself?

Shlomo: One common mistake is overvaluing what you're buying.

This happens when you get too eager and end up paying more than what the business is actually worth.

For example, I remember speaking with someone who admitted that they overpaid by 15%.

When they bought the business, they weren’t thinking clearly.

Their mindset at the time was to make a deal happen quickly.

They’d looked at so many websites, but some of the deals slipped away because they didn’t act fast enough.

This made them feel like they had to jump on the next opportunity immediately, even without taking the time to evaluate everything properly.

They rushed into buying the business just to get the deal done.

The business they purchased was listed on a site like Empire Flippers.

Click to Discover: Is It Hard To Sell A Business With Empire Flippers? Amazon FBA Seller Honest Review & Experience

Every Monday, they would release a list of new websites for sale, and they’d go through them, looking for options within their budget.

They’d go through all the websites on the list, evaluate them one by one, and eventually choose one.

Then, once they found the right one, they would make their decision quickly.

They’d unlock the documents, check everything they could, and then make the purchase.

This happened very fast, often within just a few hours of the business being listed.

Looking back, if they had more experience, they would’ve seen that they paid more than they should have.

With more time to think about it, they could have paid less.

They learned from that mistake, and now they’re much more cautious before making any deals.

They no longer rush into decisions.

However, even though it’s important to take your time, you also need to act quickly sometimes.

Deals can move fast, and if you're not careful, someone else might grab the opportunity before you.

So, it’s about finding the right balance between moving fast enough to secure a good deal and not rushing into something just because you're eager.

It's something you have to learn through experience.

Vova: You’re right.

You might find a great deal, and sometimes, you need to act quickly.

But it’s important not to rush too much.

Shlomo: I have another website story that shows the opposite.

This website was actually undervalued.

It had the same traffic as the first one, but the price was much lower—about ten times lower.

Vova: That’s crazy!

Shlomo: Yes, it was.

I could tell there was real potential there.

So, I didn’t waste time.

I reached out to the seller and made sure to get the website listing removed as quickly as possible.

This gave me a chance to start negotiating with them before others had a chance to see it.

It was still a bidding process, but I was able to secure that website because I recognized the value it had.

This taught me another important lesson: balance is key.

You need to keep looking for those hidden gems.

Keep searching, and you will find good opportunities.

Over time, you’ll get better at spotting them.

I’m still learning and improving, and I believe next year will be even better than this one.

Vova: Are there any other mistakes that you notice people making when they’re looking at a deal, maybe technical mistakes or things they might miss?

Shlomo: Yes, when you are buying a website, there are a few important things you should always check.

First, you want to make sure you get access to their Google Analytics or Google Analytics 4.

If the seller tells you, “Give me an offer, and I will give you access,” just walk away.

It is completely normal to ask for these details before making an offer.

Next, you should ask for a Profit and Loss (P&L) sheet.

This document will show you how much the website has made and how much it has lost.

It should show the profits and losses broken down by month.

This will help you understand the financial health of the website.

Once you have this information, you can start asking more specific questions about the deal.

The third thing you need is access to the Google Search Console (GSC).

This tool lets you see the performance of the website’s keywords and how it ranks on Google.

Not asking for these three things is a big mistake.

Some people skip asking for one or two of them, but these are critical.

Personally, I don’t even consider a deal unless I have all three.

With these three pieces of information, you can look deeper into the website’s link profile, which is very important.

You can also see the traffic trends.

Was there a time when the traffic dropped?

If so, what caused it?

On the other hand, if traffic went up, you want to know what the previous or current owner did to make that happen.

These insights will help you figure out what steps you can take to keep the website successful and what risks you might face when buying the business.

Vova: Thanks for sharing all the great insights.

We’ve already talked about some of the mistakes people make when buying websites, and also about what to look for.

You’ve also shared your experience with buying undervalued or overvalued sites.

Where to Find Online Business Deals

Vova: Now, I want to ask: where do you find these websites?

From your experience, what are the best places or platforms to look for deals for SaaS or content websites?

We mentioned Flippa and Empire Flippers earlier, but what other places do you recommend?

Worth a Read: $500,238 Empire Flippers Experience & Review - Selling An Amazon FBA Business

Do we just Google it, or do we join groups?

Shlomo: There are three main ways to buy websites these days.

The first one is through online platforms, and I will talk more about those in a bit.

The second is through private Facebook groups, and the third is private deals, which are deals you hear about over time.

Once people know you are looking for businesses, they may start reaching out to you, or even people in your network might let you know about opportunities.

These kinds of deals are great because they are off the market, and you don't have to compete with everyone.

But of course, deals found on platforms or in Facebook groups can also be good — it's just a different kind of competition.

There are more and more marketplaces, each with its own features.

These platforms and brokers come with different budgets and ways they verify the information on the websites they list.

Some are more thorough, and some are less so.

For example, I mentioned Flippa earlier.

Flippa tends to have fewer checks on the data, but they are improving.

It’s just not there yet.

On the other hand, Empire Flippers does a much better job at verifying the information on the sites they list.

However, the businesses on Empire Flippers tend to be more expensive.

You are paying a higher price, but you’re getting a more secure purchase.

So, you're paying a premium for that extra safety.

One thing to keep in mind is that Empire Flippers and Flippa are stronger when it comes to content websites and other digital assets, but they aren’t as good when it comes to SaaS businesses.

For SaaS, I recommend checking out sites like Acquire.com and MicroAcquire.io.

These sites focus more on SaaS and have a lot of good deals.

There are many other platforms out there as well.

I actually have a list of about 25 different marketplaces and Facebook groups where you can find deals like these.

The platform you choose depends on what you're looking for.

If you're just starting out and have the budget, I would recommend Empire Flippers.

Yes, you’ll be paying more, but you’ll be safer in your purchase.

If you’re on a smaller budget and just starting with a deal that costs a few thousand dollars, then Flippa might be a better place to start.

With Flippa, you’ll have to put in a bit more work, but since you’re not risking as much money, it might be worth it.

Another good thing about Flippa is that you can find better deals, or what I like to call “gems” or undervalued assets.

For example, I mentioned a deal I found on Flippa earlier.

The reason I like Flippa is that it often has websites that were built with passion by people who are now ready to move on.

These are the types of websites you might find there or in private groups.

On the other hand, Empire Flippers tends to attract more professional investors.

These are the people who have been building and running their websites for a long time.

They are usually more experienced and looking to sell for a higher price.

So, depending on your goals, you might want to go for either of these platforms.

Vova: That's pretty cool, man.

So, about the list of websites you mentioned earlier — where can we get access to that?

Is it part of your email list?

Shlomo: Actually, it's not part of my email list.

I have a free product on Gumroad where I share the list of all the marketplaces.

Click here to access it:

The list gets updated from time to time, so for now, it's the most up-to-date version.

Vova: Awesome!

Let me also share other links where people can reach out to you.

I’m sure they would love to personally get consulting from you, especially if they are looking to buy a business.

You’ve got a lot of experience and can help guide them in the right direction.

Shlomo: Yeah, definitely!

People can reach out to me through my YouTube channel, LinkedIn, or my newsletter.

I’m happy to help anyone who’s looking to buy a business and wants some guidance.

Website:

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Resources to Find and Run Niche Websites: https://shlomofreund.gumroad.com/l/ypnql

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Vova: Great! And here's another relevant article, on the topic of business selling.

Top Pick for You: How He Felt After Selling His Amazon Business For Over 1,000,000$

Buying vs. Building: The Advantage of Established Online Businesses

Vova: Now, the next question I have for you is about the process of buying an established online business.

How does that differ from starting a business from scratch?

I’m curious how the cost and effort compare.

Shlomo: That’s a good question.

Now that I’ve had experience buying several businesses, I can tell you that purchasing an online business saves a significant amount of time compared to starting one from scratch.

In my opinion, it saves anywhere between six to eighteen months of hard work.

When you buy an existing business, you’re getting something that is already functioning.

It likely has an established audience, consistent traffic, and a reliable cash flow.

Instead of building everything from the ground up, you can focus on improving and expanding what’s already there.

Starting from zero is much harder and more time-intensive than taking something that exists and making it better.

That’s the biggest difference.

Now, that doesn’t mean I’ve stopped creating new businesses or websites completely — far from it.

For example, just about a month and a half ago, I started working on a new project.

It’s a platform designed to help people find ATMs that don’t charge fees.

While traveling, I realized there wasn’t a single site that brought all this information together.

I saw this as a gap in the market and decided to fill it.

Since this is a completely new project, I started with a fresh domain, which means there’s no existing audience or rankings yet.

It’s a slow process, and I know it will take time before it gains traction.

But I felt it was worth pursuing because of the clear need I saw in the market.

Vova: I understand.

Personally, I’ve never bought a business.

All the businesses I’ve worked on are ones I’ve built from the ground up.

I’ve also never sold a business, so I’m still actively growing the ones I created.

For example, I’ve been working on my Amazon business for about seven years now, and I’ve been running my content network for around five years.

Here’s a small tip based on my experience: my content websites and YouTube channel are all under my personal name, which is tied to my personal brand.

While this approach has its advantages, it does create challenges when it comes to selling the business.

Technically, it might be possible to sell, but it would be much more complicated compared to a business that isn’t directly connected to a personal identity.

If you’re someone who can see yourself running your business for decades, or even for the rest of your life, then building it around your personal brand could work well.

That was a question I asked myself when I started — do I see myself doing this for 10, 20 years, or even longer?

At the time, my answer was yes, so I was okay with building everything under my name.

But if there’s a chance that you might want to sell the business in the future, it’s worth thinking carefully about how you structure it from the beginning.

For example, my Amazon FBA business is under my name, which makes it harder to sell.

However, if I had used a more general name, like FBAplan.com, it would have been much easier to sell since it isn’t tied to me personally.

So, my advice is this: if you’re starting a business and think you might want to sell it one day, consider choosing a name or brand that isn’t tied to you personally.

If building a personal brand is your goal, that’s fine too — there are plenty of benefits.

Just be aware that it could make selling the business more complicated down the road.

Shlomo: There are examples of people successfully selling their personal brands and transitioning them into something much bigger — brands that aren’t tied to a single individual anymore.

These aren’t completely anonymous brands, but they are no longer dependent on one person’s identity.

For example, there’s a guy named Olly Richards who sells language courses.

He’s built a very successful business worth about $1 million.

He’s a great person to learn from, and I recommend checking him out.

He started with a brand that was closely tied to his personal identity but later shifted to rebranding it.

Now, the business operates in a way that’s not entirely centered around him.

By making this change, he managed to set up systems and processes that run the business smoothly without his constant involvement.

These systems allow him to work very little — he reportedly spends only about four hours a month on the business.

His main focus is creating four or five YouTube videos each week, which is part of his established routine.

This rebranding has worked well for him, and his business continues to grow.

There are plenty of other examples where people have managed to do something similar.

So, if you’re thinking about the challenges of selling a personal brand or making it less reliant on yourself, don’t worry.

It’s definitely possible with the right approach.

Vova: That’s good to know — it’s encouraging to hear that it’s possible to make that kind of transition.

How to Determine a Fair Price Using Multipliers

Vova: All right, moving on to the next question.

How do you determine a fair price for an online business when you’re negotiating a deal?

For instance, let’s say you find a business you’re interested in and start discussing the terms.

How can you figure out what a reasonable price should be?

Shlomo: The price of an online business often depends on two key factors.

First, it’s about the multiplier of the profits, which is a standard way to value a business.

Second, it’s about the specific multiplier that the seller is asking for.

Once you conduct all the necessary checks and reviews — what’s called due diligence — you can come up with your own proposed multiplier.

To better explain, I’ll give you an example in a moment.

But before that, it’s also worth mentioning that the multiplier is influenced by current market trends.

Now, imagine there’s a website generating $11,000 per month in cash flow.

If this website is sold at a 30x multiplier, its selling price would be $330,000.

However, these numbers can change based on market conditions.

For instance, in the current market, because of developments like AI and Google updates, many websites have lost value.

Today, the average multiplier is between 25x and 30x.

In the past, though, it was more common to see multipliers ranging from 30x to 45x.

There are always exceptions, with some businesses selling at much lower or much higher multipliers, but these ranges represent the typical middle ground.

To make a fair proposal, you need to evaluate all these factors carefully.

After that, you can present your offer to the seller.

Let me share an example from my own experience.

When I bought my first website, I didn’t negotiate much.

I simply agreed to the asking price after looking at the profit-and-loss statement.

During my review, I noticed that the hosting platform being used by the seller was more expensive than necessary.

On the same hosting platform, I found a more affordable option, which could save around $200 per month.

While it wasn’t a huge difference, it gave me confidence in my decision to proceed with the purchase.

Vova: Yeah, that’s not a big deal.

Shlomo: Back when I bought that website, I didn’t do much negotiation.

At the time, the deal was based on a multiplier of 37.

That was a few years ago.

If we look at the market today, things have changed.

The multipliers have dropped, so a similar website wouldn’t sell at a 37 multiplier anymore, even if everything about it stayed the same.

Now, let’s consider another scenario.

Over those three years, you might have increased the website’s revenue and profit.

For example, if the multiplier in today’s market is 32 instead of 37, but the monthly profit has grown from $1,000 to $1,500, the total value of the business could still rise.

That’s how these shifts work — it’s a balance between the multiplier and the profit.

Vova: That’s an interesting way to think about it.

So, if we say the market is a bit down right now.

How can someone figure out what the current multipliers are?

Should we be looking at websites that are up for sale?

Maybe join groups and talk to other people?

Of course, someone could hire a consultant like you who keeps track of these trends.

But can you share what you look at or pay attention to when determining where multipliers stand?

How do you stay informed about the market?

Shlomo: The main way I stay informed is through the communities I’m a part of.

These are groups where people like me, who are buying and selling businesses, share their experiences and talk about trends.

For example, if there’s a downtrend in multipliers, you’ll hear about it in these communities.

Being in touch with others who are active in the market helps you understand what’s happening.

If you’re not part of such groups, it’s still possible to figure things out.

Doing some research on Google can give you a good idea of the current trends and average multipliers.

It just takes a bit of effort.

You need to spend some time gathering information to figure out what a fair price is, instead of blindly assuming a multiplier like 40x is fine and moving forward without understanding the market.

Vova: Makes sense.

Shlomo: One more thing about multipliers — there are times when it makes sense to pay a higher multiplier.

Let’s say you’re buying a business for strategic reasons.

For example, you might already have a business that aligns perfectly with the one you’re buying, and adding it to your portfolio could be very beneficial.

In such cases, you might feel it’s worth paying more, even if the multiplier is higher than average.

It’s not the standard approach, but it can happen for specific reasons.

Vova: Got it.

That explains a lot about how pricing works.

Let’s move on.

How to Overcome Investment Challenges

Vova: What would you say is the biggest challenge you’ve faced when investing in an online business?

And how did you deal with it?

Shlomo: I’d say there are two major challenges.

First, you need to figure out what you’re truly good at when it comes to running this type of business.

Yes, it’s possible to handle everything by yourself, but that’s not always the best approach.

Personally, I discovered that I’m really good at finding the right deals and managing the operational side of things.

However, I also realized that there are people who are much better than me in certain areas.

Because of this, my strategy often involves bringing in a partner for these kinds of websites.

This can happen either during the deal or after I’ve acquired the site.

In some cases, I even choose to be a passive investor.

For example, I might provide the funds, take a 50% share in the website, and then let someone else handle the day-to-day work.

That’s another way to approach it, especially if you’re not looking to be hands-on with every aspect of the business.

The second challenge is traffic.

Traffic fluctuations can be tough to deal with, especially when Google updates its algorithms.

Over the past six months or so, there have been a lot of these updates, and unfortunately, some of my websites have been affected.

This is just part of running an online business.

When your traffic drops, you have to figure out what went wrong, make improvements, and get back on track.

It’s definitely a challenge, but it’s manageable if you’re willing to adapt and learn.

Another thing to keep in mind is that this type of business changes over time.

Just like any other business, you’ll need to adjust your strategies as the market and platforms evolve.

It’s not impossible to handle, but you should go in knowing that flexibility is important.

I also want to talk about the time investment.

When you look at website listings, you’ll often see claims like, “This business only requires one to two hours of work per week.”

That might be true eventually, but in the beginning, it’s going to take much more time.

During the buying process and the initial stages of ownership, you’ll likely spend a lot more hours on strategic planning and setting everything up.

It might not turn into a full-time job, and that’s okay.

As an entrepreneur, you have control over your time, and you’re not working for someone else.

Over time, once everything is running smoothly, you can put the site into maintenance mode.

At that point, it might really only take a few hours a week to manage.

This frees you up to focus on another deal or simply enjoy your time.

That said, when you’re buying a business, it’s important to be realistic.

In the beginning, it’s not going to be just one or two hours a week.

Be prepared to invest more time upfront to get everything in place.

Vova: That brings me to the next question.

A Memorable Investment: The OwnQuotes.com Experience

Vova: We’ve touched on this topic a bit, but could you share one of your most memorable experiences in buying an online business?

What stood out about the deal, and what lessons did you take away from it?

You’ve mentioned a few examples already, but feel free to go back to them or share anything else you feel is relevant.

Shlomo: I think I’ll go back to the quotes platform.

It’s a website where users submit their own quotes.

It’s not about famous quotes from well-known people, but rather individuals sharing their original thoughts and ideas.

The site is called ownquotes.com, and I found it to be a fascinating opportunity.

What made this deal so memorable was that the website had the same type of traffic as another site I had purchased before, but the price was ten times lower.

When I discovered that, I was amazed.

It made me realize there are incredible deals out there if you take the time to look for them.

I had all these ideas for the site when I bought it, and I still have plans that I’m working on.

However, I also learned that not everything works exactly as you expect.

There have been challenges along the way, and we’re still figuring out the best way forward.

The website’s concept is unique, and there’s a lot you can do with it.

For example, you could use the quotes to build an email list or create print-on-demand products featuring the user-generated quotes.

Another possibility is turning the quotes into NFTs or selling them on platforms like Amazon.

You could even use it for affiliate marketing related to inspirational or writing-focused products.

The potential is huge, and that’s what made me push so hard to close this deal.

When I finally acquired the site, it felt great to see the opportunity become a reality.

But I also knew that I needed help to make the most of it.

As I mentioned before, I work better with partners who bring different strengths to the table.

For this project, I partnered with someone who is an SEO expert because I know that SEO isn’t my strongest area.

While my partner focuses on driving traffic and optimizing the site, I handle the operational side of things.

This setup has worked really well for us.

That said, the site wasn’t immune to challenges.

It was affected by a recent Google update, but I’m still very optimistic about its future.

One reason for my confidence is that the website was significantly undervalued when we bought it.

Another reason is the sheer volume of content already on the platform — there are over a quarter of a million quotes.

This gives us so much room to explore and develop different ideas.

There’s definitely a lot of work ahead, but I firmly believe in the site’s potential and what it can achieve in the long run.

Vova: That’s awesome, man.

The Best Piece of Advice for New Investors

Vova: I’ve got another question for you if that’s okay.

For those who are watching and thinking about starting their first investment in an online business, what advice would you give?

Let’s say they’re considering buying an online business to create another source of income or just to try something new and enter this space.

I think one appealing thing about this approach is that you’re buying something that’s already running — you don’t have to start from scratch.

That’s what makes it interesting for people like me.

Personally, I’ve been focused on building businesses for a while, and it’s been a rewarding experience.

But as time goes on, I’d like to explore being more of an investor.

So, what advice would you give to someone like me — or anyone else listening — who wants to make their first investment in an online business?

Shlomo: If someone is just starting out with buying websites, I’d suggest looking into businesses priced up to around $110,000.

These businesses aren’t massive, but they’re also not so small that they feel like a risky experiment.

They’re a good middle ground.

At this price range, you’re buying something that already has cash flow.

That’s a big advantage because it means the business is generating income from the start.

For example, with a website in this range, you could expect to earn about $300 a month.

While that might not seem like a huge amount at first, it’s enough to cover some initial costs, reinvest in growing the business, or even pay yourself a small amount.

The key is that you’re seeing some returns early on, which makes it a much more engaging and rewarding experience.

Starting with this kind of business gives you a chance to learn while earning.

You don’t have to start everything from scratch, and you can focus on improving or scaling something that’s already working.

It’s a great way to dip your toes into the world of online business investments without taking on too much risk right away.

Vova: Yes, that makes a lot of sense.

Shlomo: That price range I mentioned is a great place to begin.

You can start with a manageable investment and work on growing it over time.

While the first business you buy might not turn out to be your ideal choice, it’s an excellent way to get started.

It helps you understand how things work and gives you hands-on experience.

Once you’re more comfortable with the process, you can look into bigger opportunities later.

It’s also satisfying to see measurable results from the effort you put into a business.

For instance, if your website is generating $300 a month and, after some improvements, it starts making $350, you know you’ve made progress.

Those small increases are clear indicators that something is working, and they’re easy to track.

If you don’t have the budget for a business in the $100,000 range, that’s okay.

There are still options.

The website I talked about earlier, the one I’m really excited about, cost me less than $10,000.

There are plenty of deals available at lower price points, so it’s worth exploring what’s out there.

Even at this level, you can find something with potential that fits your budget and goals.

Vova: Got it.

That makes sense.

Thanks for breaking it down.

For everyone reading this, I just want to remind you that Shlomo’s contact details are shared below.

Website:

Newsletter:

Resources to Find and Run Niche Websites: https://shlomofreund.gumroad.com/l/ypnql

YouTube channel:

LinkedIn:

Final Thoughts: Future of Digital Assets and Strategic Investment

Vova: Before we finish, is there anything else you’d like to share?

Maybe a final message for anyone listening or reading this, something they can take away from our conversation?

Shlomo: Sure. I think digital assets are an area that not enough people know about.

It’s an incredible industry with so much potential.

Think about traditional real estate investors.

They often aim for returns like 5%, 7%, or even as low as 2% cash flow.

Now, compare that to digital assets, where you can achieve cash flows of 25% or even 30%.

Of course, there are different risks involved, but the returns can be much higher.

What’s great about digital assets is their flexibility.

You’re not tied down.

You can buy, manage, and build a portfolio of websites or other digital properties.

I’d really encourage people to explore this space and see if it aligns with their interests and goals.

If you’re lucky enough to find a business that aligns with something you’re passionate about, that’s even better.

Owning a digital asset that you genuinely enjoy working on makes the experience so much more rewarding.

If this resonates with you, don’t hesitate — just take the leap and start exploring.

Vova: Thank you, Shlomo, for the great insights today.

I’ve never bought or sold a business myself, but after hearing what you shared, the idea of buying one seems really interesting.

From what you explained, it doesn’t sound too complicated, though I know it requires time and effort to get it right.

Even with a small investment, every dollar matters.

But I also want to say that digital assets have really changed my life.

As someone who builds them, I now have Amazon shops, a few blogs, and YouTube channels that all work while I sleep and make money.

That’s incredible!

If you told me this 10 years ago, I would have never believed it.

It’s amazing to think about how these businesses are working for me even when I’m not actively working on them.

And what's great is that this kind of setup is not going anywhere.

It's here to stay.

Shlomo: If you think about it, all these channels or digital assets you’ve built, they’re now worth 20, 30, even 40 times what they generate in cash flow.

You could sell them for a large amount of money and then use that to invest in your next opportunity.

Vova: Yeah, exactly.

That’s the beauty of it — you can sell them.

It’s a buy-to-sell strategy.

Shlomo: Exactly.

Vova: When you buy a business, it’s already set up and running.

All you have to do is keep it going, and then you can sell it for a profit later.

You don’t have to start from scratch.

That’s one of the main points I take away from this conversation.

Building a business from the ground up can be fun, but it’s also a lot of hard work.

It can be exhausting and sometimes frustrating, especially when you're waiting for the first views on your content, whether it's for a blog post on Google or a YouTube video.

But when you buy an existing business, you don’t have to wait for those first views to come in.

You pay for the asset, and it’s yours.

No need to build it all from nothing.

Shlomo: Exactly, it’s a lot more efficient.

Vova: Yeah, it’s much easier.

Thank you again, Shlomo.

I really appreciate it.

Shlomo: Thank you so much.

This was awesome.

I really enjoyed our conversation.

Vova: It’s a great way to start the day here in India.

Thank you again!

Shlomo: Cheers!

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Final Thoughts

To wrap up this conversation, I think we’ve covered a lot of valuable points about buying and selling digital assets.

It’s not as complicated as it may seem, and you don’t need to build a business from scratch if you don’t want to.

With a little investment, you can buy a business that’s already up and running, and with some effort, you can grow it or even sell it for a profit later.

I’ve personally experienced how digital assets can work for you even when you’re not actively working on them.

For me, having things like Amazon shops, blogs, and YouTube channels running in the background has been a game-changer.

Shlomo made a great point about how you can buy a business, let it grow, and then sell it for much more than you paid.

It's a simple way to keep building a portfolio of digital assets, and if you find something you really enjoy, you can keep it too.

So, if you’re considering jumping into the digital asset space, I recommend giving it a look and seeing if it’s something that excites you.

You don’t have to start from scratch, and it could be a great way to build something that works for you, even while you sleep.

If you’re interested in learning more, check out the links below to find resources and contact Shlomo for any help with buying or selling digital assets.

Website:

Newsletter:

Resources to Find and Run Niche Websites: https://shlomofreund.gumroad.com/l/ypnql

YouTube channel:

LinkedIn: