Website Closers® presents a well-established online business that has 2 divisions – an eCommerce Brand and a membership-based training platform. The brand sells artisanal crystal products, including wands and pendants, singing bowls, chimes, jewelry, and sculptures, through its curated eCommerce platform.
The other division of the company is a subscription-based platform that offers comprehensive metaphysical training and education, culminating in certification through hands-on internship experiences.
The company has been analyzed by our lending partners and pre-qualified for an SBA Loan, which means that Qualified Buyers are able to acquire this company for as little as 10% down, with the balance of the SBA Loan amortized over 10 years.
It operates in a growing industry. Unlike many sectors facing diminishing returns with new technologies, the crystal market is expected to experience vast growth over the next ten years. The company is debtfree, having been bootstrapped since its inception, and without any contractual obligations, suppliers and contractors are dependent on it for their revenue.
Business Broker Takeaway
Our analysis of this business shows that the value propositions present are strong for a first-time buyer looking to get into the online space. We are excited about this business for three important reasons:
- Established in 2010, the eCommerce arm has undergone significant iterations over the past five years, marked by strategic investments in product diversification and revenue expansion. This concerted effort has yielded remarkable results, with a consistent 38% growth trajectory over the last four years, bolstered by an extensive catalog featuring over 300 meticulously crafted one-of-a-kind creations.
- The online training program boasts a diverse and dedicated customer base. It was designed to cater to individuals who are either curious about delving into metaphysics or are already deeply engaged in spiritual exploration, intuitive development, energy management, spa therapies, wellness practices, coaching, counseling, medical intuition, or alternative healing modalities. This dedicated subscription website illustrates a diversity in revenue generation and offers tremendous scale potential for a buyer.
- The company has a track record of longevity and a reputation as an industry leader built on integrity and excellent customer service. An established customer base and glowing reviews unmistakably demonstrate this effort. Furthermore, few organizations are direct competitors due to the unique specialty products and training programs.
Supply Chain
The brand relies on five primary suppliers to source the bulk of its inventory, with ten currently in its network. Three lapidary artisans create approximately 60% of the top-selling products. Two operate within the US, while the third is based in Asia. Several smaller suppliers contribute to the remainder of the inventory, ensuring a diverse range of offerings and no reliance on one particular provider.
The home-based business requires minimal operating space, with only 400 square feet divided between storage and office.
Customer Acquisition & Demographics
A multifaceted digital marketing approach complements considerable organic traffic. It comprises email funnels and a solid social media presence across Meta, YouTube, and Pinterest platforms, including paid advertising on Facebook. Video content creation is executed in-house, after which it is sent to an agency for ad placement. More recently, management has implemented Google Ads, which the agency also oversees.
Additional promotional efforts include affiliate marketing, influencer collaborations, and a rewards program.
The typical customer is a married, educated female in her 20s or 30s who earns an average salary between $69,000 and $82,000. She enjoys a daily ritual, and crystals facilitate her calm routine. She believes in social causes and, although not religious, is spiritual. She is an avid social media user and will look to it for advice on purchases.
Personnel & Transition
One of the owners dedicates around 30 hours weekly to the eCommerce store. She focuses on the customer interface, adding new products, website updates, administrative tasks, procurement, and employee and contractor management.
The other spends 5 hours managing the training and education institute and between another 10 and 12 in mentor sessions.
Three part-time employees handle the following tasks, respectively:
- Website and App Management, Content Creation, and Email Conception and Scheduling
- Social Media Presentations and Ad Creation
- Product Photography and Shipping
After two years of compliance preparation for the sale, the owners’ involvement has been minimized. Combined with its strategic market positioning and efficient sales technologies, the business can be transitioned seamlessly to a buyer with minimal interruption. The sellers are motivated to collaborate with new management post-acquisition to facilitate the establishment of necessary relationships for continued growth and profitability.
