Website Closers® presents a Globally Recognized, Award Winning Podcast and Brand that has become an authority in the Podcast universe. This Daily Podcast is the first-ever podcast focused on interviewing the world’s most successful and inspiring entrepreneurs. Launched in 2012, the founder has interviewed 3,500+ guests on a range of business topics. They have now amassed over 145 million listens, a stellar metric for anybody in the media ecosystem.
Those 3,500+ dynamic entrepreneurs and the resulting content has generated well over $100,000+ monthly net profit for 115 months and running. It has a zealous and vast audience, thousands of fantastic articles and courses, and a significant social media following on Instagram and Facebook.
The brokerage team at Website Closers has worked at length with current ownership to ensure that a strong plan is in place for both continuity and ongoing growth for the company. Since the owner has been the driving force behind the podcast for 11 years, it is important that this plan be well thought out and executed post-closing. Current ownership is highly flexible and understands the importance of the transition piece, so will work with a qualified buyer in whatever capacity is necessary to help ensure the success of the buyer after closing.
The business is in a category of its own. It has been the only daily podcast focused on interviewing the world’s most successful and inspiring business titans since its inception. Others have tried to copy the multimillion-dollar-a-year business model, but none have the name recognition, profitability, or the systems and processes that make this operation a well-oiled machine.
The industry has witnessed significant growth in recent years. Podcasts, which are audio recordings available for download or streaming, have become a popular form of entertainment and information sharing … as well as a great source of advertising income for producers. The vertical has seen explosive growth, with millions of podcasts available on various platforms, covering a range of topics from business and politics to true crime and entertainment.
Some key factors contributing to the market’s growth include the rise of smartphones, which make it easier for people to access podcasts on the go, the availability of high-quality audio equipment and editing software, and investment by major players. Companies like Spotify, Apple, and Amazon have made significant investments, acquiring production studios and exclusive content, leading to an increase in the quality and quantity of content.
With a team of only 5 needed to run operations at current levels, this business typically operates on a profit margin of 80% to 90%, netting between $100,000 and $250,000 monthly. Every month the company releases its ‘Income Report’ on the website, where every dollar earned and spent is declared. The report includes validation and a tax tip from the company’s CPA, a legal recommendation from its lawyer, and details on what is working and what is not in the world of entrepreneurship. This income report is a fan favorite and consistently the most visited page.
The owner works approximately 20 hours weekly, focusing on email communications and overseeing social media posts. Once a week, he records all seven podcast episodes.
Additional staff work in the following capacities:
- The head of operations oversees all communication with the team, sponsors, and legal and tax consultants.
- One VA creates all show notes, guest reminders, and social media content
- A second VA does all podcast editing, scheduling, and uploading
- The third VA completes a variety of small tasks to keep the business running smoothly, including customer service and management of community emails and monthly reports.
All 3 virtual assistants are contracted for 40 hours per week and would like to stay on post-acquisition if a buyer desires.
The company is entirely reliant on organic growth. Digital marketing efforts are minimal and comprised of daily posts across numerous social media platforms with snippets of the podcast and regular emails to the database of 18,000 subscribers to their main newsletter and 11,000 subscribers to a podcast-specific weekly newsletter. These lists are pruned regularly and achieve on average a 35 – 45%+ open rate.
The listener demographic is driven chiefly by US-based small business owners with six to ten employees. 58% are male, between 34 and 55, and earn $98,000 annually.
Sponsorships drive revenue, accounting for around two-thirds. Guest appearance fees make up 20%, while courses and affiliate income account for the remainder.
As successful as the business is, there are various methods to scale as identified by the existing owner. Considering all growth has been organic, paid advertising is low-hanging fruit.
Google ads and SEO for ‘business podcasts’ would likely boost awareness and listenership significantly. Promoting the show on other podcasts presents an excellent opportunity to collaborate and grow the brand.
Investing heavily in scaling YouTube, TikTok, Instagram, and LinkedIn is worth considering since many potential listeners discover content and new shows on those platforms.
The market is expected to continue its growth trajectory in the coming years, with more listeners and shows. Advertisers are taking notice of the industry’s potential, as podcasts provide a targeted way to reach engaged audiences. As a result, ad revenue is projected to reach $4.2 billion in the US alone by 2024.
As noted above, this podcast is the owner’s legacy, and he has every intention of staying with the company until a smooth handover is complete with whomever will become the new face and voice of the brand.
