Assessing worth.
WHAT TO ASSESS
Length Memorability Whether it is easy to spell and say The extension Commercial relevance Whether a specific buyer exists
THE SPECIFIC BUYER QUESTION
The most important.
Who, precisely, would want this? Name them.
If you cannot, it is speculation.
WHAT TO RESEARCH
Comparable completed sales Whether similar names are in use Whether the term has genuine commercial application
WHAT NOT TO RELY ON
Automated valuation tools Search volume alone Your own enthusiasm
THE SEARCH VOLUME POINT
High search volume does not mean anyone wants the domain.
WHAT TO CHECK
Trademark conflicts Previous use Whether the name is generic enough to have several potential buyers
THE SEVERAL BUYERS POINT
A name only one company would want is worth what they will pay, and nothing if they decline.
WHAT TO CALCULATE
Acquisition cost, plus renewals for the expected holding period.
Against a realistic sale price.
WHAT TO DECIDE
Your maximum, before negotiating.
