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Viralocity

Buying or selling a website, domain or online business, done carefully.

Websites, domains, online stores and SaaS products change hands every day, and the details decide whether a deal goes well. We help sellers price and present what they've built, help buyers check what they're getting, and move every piece across after the sale.

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A deal room listing for Pourly, a coffee subscription store. Its domain, storefront, subscriber list, supplier agreements and social accounts changed hands after traffic, revenue, code and ownership were verified, and the transfer to Northwind Coffee Ltd. is complete.

A good fit if

  • You want to buy an existing website or online business instead of starting from zero
  • You're selling a site, store, domain or SaaS product and want it priced and presented properly
  • You've found something to buy and want it checked before you commit

Businesses we work with

  • RunMotion Coach
  • RunEasi
  • Apex Myotherapy
  • Competition Concrete
  • Timeless Carpentry
  • Nexus for Growth
See the work from Viralocity

One deal, seen from both sides.

Pourly, a sample coffee subscription store, sells to Northwind Coffee. Follow the seller, then the buyer, then the close, in the screens you'd work in with us.

pourly.catoNorthwind Coffee Ltd.

Sample deal. Every figure is illustrative.

Selling, step 1 of 9

Valuation

We rebuild the last twelve months of numbers, add back one-off costs, and price the business on what it earns and how risky those earnings are. You know your number before a buyer does.

Our part. We build the worksheet and explain every line.

Valuation worksheetPourly, last twelve months
Pourly profit and loss, last twelve months
Subscriptions251,300
One-time orders160,700
Revenue412,000
Coffee and packaging−198,000
Shipping and fulfilment−61,000
Advertising−38,000
Software and apps−9,600
Everything else−12,400
Net profit93,000
Add back a one-off redesign+6,000
Seller's discretionary earnings$99,000

What moves the multiple

  • Raises it: 61% of revenue is recurring
  • Raises it: Five years of trading history
  • Raises it: 58% of visits come from search
  • Lowers it: Two suppliers, both in one province
  • Lowers it: The founder still works 14 hours a week
  • Lowers it: Most new subscribers come from Instagram

2.8x to 3.4x earnings

$277,200 to $336,600

Selling, step 2 of 9

Listing and data room

Buyers first see a teaser that doesn't name the business. Serious ones sign an NDA to see more, and the most sensitive files open only after a letter of intent.

Our part. We write the teaser and set up the data room.

What buyers see first

Listing 2025-114

  • Coffee subscription store, Canada
  • Trading since 2019
  • 61% of revenue recurring
  • Earnings of $90,000 to $110,000 a year

Name shared after an NDA

Data room

8 files, opened in stages

Financials

  • Monthly profit and loss, 2021 to 2025After NDA
  • Payment processor statements, 24 monthsAfter NDA
  • Business tax filingsAfter letter of intent

Traffic

  • Analytics, read-only accessAfter NDA
  • Search performance exportAfter NDA

Operations

  • Supplier agreementsAfter letter of intent
  • Fulfilment and support proceduresAfter letter of intent
  • Theme and app listAfter NDA

Selling, step 3 of 9

Buyers and offers

Buyers are vetted for proof of funds, then offers are laid side by side: cash at close, holdbacks, earn-outs and conditions. The highest number isn't always the best deal.

Our part. We vet buyers and compare offers in writing.

Offers for Pourly41 enquiries, 9 signed NDAs, 3 offers
  • Northwind Coffee Ltd.Coffee roaster, BC$318,00090% at closing10% held for 60 days. Proof of funds verified.Accepted
  • Buyer BHolding company, US$335,00070% at closing30% earn-out over 12 months, tied to subscriber numbers.Countered
  • Buyer CIndividual$290,000100% at closingWants 60 days of exclusivity. No proof of funds yet.Declined

Letter of intent signed with Northwind Coffee Ltd.: 30 days of exclusivity to finish due diligence. Most cash at closing and proven funds beat the higher headline offer.

Buying, step 4 of 9

Brief and search

Before anyone looks at listings, we write down what you want to own, what you can spend and your deal breakers. It keeps the search honest and saves weeks on poor fits.

Our part. We write the brief and run the search.

Acquisition brief: Northwind CoffeeAgreed before the search starts
Looking for
An online store or subscription business
Category
Coffee, tea or café supplies
Earnings
$60,000 to $120,000 a year
Track record
Three years or more
Traffic
Mostly search and returning customers
Must transfer
Supplier terms and the subscriber list
Funding
Cash plus a pre-approved bank loan
Deal breakers
Relies on paid ads, or contracts that can't be assigned

Where we looked

  • Marketplaces22
  • Brokers9
  • Owners approached directly6

37 reviewed, 4 shortlisted

Buying, step 5 of 9

Shortlist

Marketplaces, brokers and owners who haven't listed yet, cut down to a few assets worth your time, with a plain reason beside every name.

Our part. We review every candidate and say why.

Shortlist for Northwind Coffee4 of 37 reviewed
  • PourlySubscription store, since 2019Recurring revenue, mostly organic traffic, roasters close to home.Strong fit
  • brewnotes.caContent site, since 2016Good search traffic, but earns from ads and wouldn't sell your coffee.Worth a look
  • roastery.caDomain onlyA strong name for a future brand, with no business attached.Worth a look
  • ShiftboardSaaS, since 2021Café scheduling software. A different business, outside the brief.Pass

Buying, step 6 of 9

Due diligence

Every claim in the listing is checked against its source: analytics, processor statements, code, backlinks, accounts and supplier contracts. Anything that doesn't match is flagged before you commit.

Our part. We run the checks and write up every flag.

Due diligence: Pourly10 checks: 7 verified, 2 flagged, 1 to fix before closing

Traffic

  • Verified: Analytics read directly, 24 months
  • Verified: Traffic sources match the listing
  • Flagged: A March 2024 spike came from a giveaway. Removed from the baseline.

Revenue

  • Verified: Processor statements match the profit and loss
  • Flagged: Subscriber churn of 6.1% a month. Priced into the offer.

Code and search

  • Verified: Standard theme and six apps, nothing custom to maintain
  • Verified: Backlinks reviewed, no paid link schemes

Accounts and suppliers

  • Verified: Registrar, store and social accounts owned by the seller
  • Verified: Both roasters agree to assign their contracts
  • To fix: One open chargeback. Settle before closing.

Tax and legal review by Northwind Coffee's own accountant and lawyer.

Closing, step 7 of 9

Agreement

The letter of intent becomes an asset purchase agreement listing exactly what changes hands, how the money moves and how long the seller helps afterwards.

Our part. Each side's own lawyer drafts and reviews it. We make sure the asset list is complete.

Asset purchase agreement: key termsDraft 3, from the letter of intent
Assets
Pourly, an online business
Price
$318,000
Payment
$286,200 through escrow at closing, $31,800 held for 60 days
Included
pourly.ca, the store and its code, subscriber list, supplier agreements, social accounts and stock at cost
Seller support
30 days, up to 10 hours a week
Non-compete
No competing coffee subscription for two years
Legal
Drafted and reviewed by each side's own lawyer
Signed for the buyerSigned for the seller

Closing, step 8 of 9

Escrow

Neither side has to trust the other. A licensed escrow service holds the buyer's funds while the assets move, the buyer inspects, and only then is the seller paid.

Our part. We schedule the transfer around escrow. We never hold funds.

Escrow: PourlyHeld by a licensed escrow service
  1. Agreement signedBoth parties
  2. Buyer funds escrow$286,200 held by the escrow service
  3. Seller transfers the assetsDomain, store, code and accounts
  4. Buyer inspectsDay 4 of 5Five days to check everything works
  5. Funds released to the sellerOnce the buyer signs off
Held in escrow
$286,200
Holdback, released after 60 days
$31,800
Neither side touches the money until the buyer signs off.

Closing, step 9 of 9

Transfer and handover

Every piece moves into the buyer's name and is checked working. Then the seller stays on for the agreed handover period, so nothing lives only in their head.

Our part. We move the technical pieces and tick off the list.

Transfer checklist: pourly.ca8 of 8 moved and checked
  • DomainPushed to Northwind Coffee's registrar
  • StoreOwnership transferred, staff logins reset
  • Theme and codeRepository and files handed over
  • Email and DNSRecords moved, mail tested
  • PaymentsNew processor connected, subscriptions migrated
  • SubscribersList imported, change-of-owner email sent
  • Social and ad accountsOwnership moved, passwords changed
  • SuppliersIntroductions made, contracts assigned
Handover period with the sellerDay 12 of 30

Weekly calls on suppliers, roasting schedules and the subscriber questions that come up.

Both sides of the deal.

Valuation
A price built from twelve months of real numbers, with one-off costs added back and the multiple explained, so you can test every line.
Preparing to sell
Clean books, written procedures, contracts that can be assigned and a confidential data room, so buyers pay for what's really there.
Finding buyers or assets
Sellers get vetted buyers under NDA. Buyers get a written brief and a shortlist from marketplaces, brokers and owners who haven't listed yet.
Due diligence
Traffic, revenue, code, backlinks, accounts and supplier contracts checked against their source, with every flag in writing.
Offers and closing
Offers compared on cash at closing, holdbacks and conditions, then closed through a licensed escrow service. Legal and tax advice comes from your own professionals or our trusted partners.
Transfer and handover
Domain, store, code, email, payments, subscribers and suppliers moved into the new owner's name and checked working.

Preparation moves the price.

Buyers pay for earnings they can trust and a business that runs without its founder. Most of what lifts a valuation is done months before the listing goes up.

What buyers look at inPourly, before and after preparing to sell
What buyers look atBeforeReady to list
The founder's time30 hours a week, run from memory14 hours a week, with written procedures
The booksPersonal and business spending mixedMonthly profit and loss, matched to processor statements
SuppliersA handshake deal with one roasterTwo roasters on contracts that can be assigned
TrafficMost new subscribers from Instagram58% of visits from search, and a growing email list
RevenueMonth-to-month orders only61% recurring, with prepaid plans
AccountsRegistered to a personal emailOwned by the business, ready to transfer

Same earnings, a different price

Pourly earns $99,000 a year in both versions. The multiple moves with the risk.

  • Before preparation2.3x to 2.8x

    $228k to $277k

  • Ready to list2.8x to 3.4x

    $277k to $337k

About $54k more at the midpoint, from the same earnings. Illustrative figures for a sample business; real multiples depend on the asset and the market at the time.

Ways to start.

You buy or sell knowing exactly what's changing hands, and the move happens without surprises. Pick the closest start and we'll shape it around you.

  • Selling

    You want to sell a site, an online store, a domain or a SaaS product.

    • A valuation with every line shown
    • Preparation, a teaser and a confidential data room
    • Vetted buyers and offers compared in writing
    • A clean transfer to the new owner
    Ask about this: Selling

  • Buying

    You want to acquire a domain, website or online business.

    • A written brief and a shortlist
    • Due diligence with every flag in writing
    • Help shaping the offer and letter of intent
    • Transfer and handover into your accounts
    Ask about this: Buying

  • Due diligence only

    You've found a deal and want it checked before you commit.

    • Traffic, revenue and tech checked against the claims
    • Risks and red flags, in writing
    • A view on the asking price
    • A transfer checklist for closing

    Timeline One to three weeks

    Ask about this: Due diligence only

Handed over in your name

  • A valuation worksheet
  • A teaser and data room, or a brief and shortlist
  • A due diligence report
  • A completed transfer checklist
  • Everything moved into the new owner's accounts
Get a plan and quote

Not sure which fits? We'll recommend one.

How long it usually takes.

  1. Step 1: Preparation or search

    After a first call, sellers get the books and data room ready, and buyers get a brief and a shortlist. Often two to eight weeks.

  2. Step 2: Offers and letter of intent

    Offers compared, terms agreed and exclusivity set. Usually one to three weeks.

  3. Step 3: Due diligence

    Every claim checked against its source. Usually two to four weeks.

  4. Step 4: Escrow and transfer

    Funds held, assets moved, the buyer inspects, the seller is paid. Usually one to two weeks.

  5. Step 5: Handover period

    The seller helps the new owner settle in, often for thirty to ninety days.

What buyers and sellers ask.

Do you buy or sell assets on our behalf?

No. You stay the buyer or seller and make every decision. We value, prepare, search, check and move the technical pieces. We're not a broker-dealer, an escrow service or a law firm, so funds go through a licensed escrow service, and contracts and tax advice come from your own lawyer and accountant or professionals in our partner network.

How do you value a website or online business?

Usually as a multiple of what it earned over the last twelve months, after adding back one-off and owner costs. The multiple moves with risk, such as how much revenue is recurring, where the traffic comes from, how much the owner still does and whether supplier contracts can transfer. You see every line of the worksheet.

How do you keep a sale confidential?

Buyers first see a teaser that doesn't name the business. Serious buyers sign an NDA to see more, and the most sensitive files, like tax filings and supplier contracts, open only after a letter of intent.

How long does buying or selling take?

Typically two to four months from the first call to closing, and longer if a business needs preparing before it's listed. Due diligence and escrow are usually the longest stretches.

What actually transfers to the buyer?

Whatever the agreement lists. That's usually the domain, the site or store and its code, content, customer and subscriber lists, email, social and ad accounts, supplier agreements and any stock. Payment processor accounts usually can't transfer, so the buyer connects their own and subscriptions are migrated.

What if something is wrong after the sale?

That's what the agreement is for. Deals often hold back part of the price for a set period, and the seller makes written promises about the numbers. If one turns out to be untrue, your lawyer can act on it. Careful due diligence is how you avoid needing to.

Can you check a deal I've already found?

Yes. Due diligence on its own covers traffic, revenue, code, backlinks, accounts and contracts, with a written view on the asking price and a checklist for closing.

What kinds of assets can you help with?

Domains, websites, content sites, online stores, online businesses and SaaS or white-label software products.

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