James Iles

Inside Interview: An Exclusive Look at a $76,000 .INFO Acquisition

By James Iles, Feb 9, 2016
  1. Just under a year ago, Swedish entrepreneur Jonas Bonde acquired the $76,000 domain name in one of the largest .INFO domain name sales of all time. As the name suggests, Jonas and his team are building a data website for cars. It looks to be a big project, but Jonas is no stranger to online business.

    During the early days of the Internet in the year 2000, Jonas created Prisjakt, a Swedish price comparison website that built further presences in countries such as Ireland, New Zealand, and the UK under the name PriceSpy. The company was bought out in 2006, but Jonas stayed on as CEO until 2013 when he left to develop his car brand, initially called Wroom.

    In this interview, Jonas gives us some information on why he spent $76,000 to buy the domain name, and what has happened since he bought it.

    NP: Can you give us a brief description of the company behind

    Jonas: We are a start-up with 6 persons; we have a passion to structure data. Our mission is to make a really good car site. At the start, most data (adverts/car statistics) are Swedish based even if the site is available in English. After the beta-period (we call it "crash test version"), more countries will be added.

    NP: Why did you acquire the domain name

    Jonas: In the start, we bought the domain name, but after discovering a Swedish car dealer site called "vroom" we felt that a new domain name was a must. After a few months of hunting, we found out that was for sale.

    As we want to be an info site about cars, the name was a perfect match.

    NP: How did you determine that was worth $76,000 to you?

    Jonas: It was a bit pricey but we liked the name so we purchased it. I think the Google search results would look good with [] links.

    NP: Did you use any tools, services or data to determine that $76,000 was an acceptable price to pay for

    Jonas: No, we just checked the bank account.

    NP: Would you have considered paying more than you did for the domain name?

    Jonas: A bit more, but not too much more.

    NP: What was the attraction of acquiring a .INFO domain name ( over a .COM, such as

    Jonas: Actually, we tried to acquire, but the owner didn't answer us when we tried to contact him. Generally speaking, I think it's better to use .COM domains, but sometimes you can't get a good .COM domain name.

    NP: It has been almost one year since you acquired the domain (according to our research). How well has your brand developed in that time?

    Jonas: Not so much yet, since we only launched the "crash test version" two months ago, and we are doing bug hunting. Brand building isn't a priority yet, but we hope to start working on brand recognition in the next year after we have implemented an advanced search function (e.g., search for cars doing 0-60 mph under 5s and cost less than 50.000), and a good car and car dealer review function.

    NP: With the recent release of the .CARS new gTLD, would you ever consider switching to another domain name, such as

    Jonas: No, we like :)

    NP: As the founder of two successful websites, Prisjakt and, do you have any advice for startups regarding domain acquisitions? Is the right domain key to online success in your opinion?

    Jonas: The domain name can be a good booster, so a good domain name in combination with a great service is a winner. Don't be afraid to use a great domain name with a uncommon TLD!


    Thanks to Jonas for taking the time to participate in our Inside Interviews series.

    Inside Interviews is a blog series profiling the buyers of high-value domain names. Find out their motives, negotiation tactics, and their opinions on popular domaining topics only on the NamePros Blog.
    The views expressed on this page by users and staff are their own, not those of NamePros.
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  4. James Iles

    About The Author — James Iles

    James is a domain name industry writer. Contact james (at) For all inquiries relating to NamePros stories and interviews, please email: [email protected] For James' own blog, visit

    This is James Iles's 147th blog post on NamePros. View all blog posts

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  5. Comments (23)

  6. Mahogany

    Mahogany Top Contributor VIP ★★★★★★★★★★

    Likes Received:
    I remember this sale... Glad it was developed... The site needs some work but looks promising. All the best to the owners.
  7. Keith DeBoer

    Keith DeBoer PRO VIP ICA Member

    Likes Received:
    Thanks James. Vrooooom!
  8. Haris

    Haris Best Domainer Of The End-Times VIP

    Likes Received:
    Nice acquisition. But currently the search results in Google don't show '' on page 1. Not sure what to determine from that.

    I hope new startups do the same so I can sell some of my ngTLD's fast :P
  9. Nattydomain

    Nattydomain Reuse Domains VIP ★★★★★★★★★★

    Likes Received:
    Best quote of this story....
    PROOF if the end user wants it bad enough they will pay for it. Love it
  10. Carlton

    Carlton Internet Real Estate VIP ★★★★★★★★★★

    Likes Received:
    Congrats to the owners of, and best wishes for their long-term success.
  11. Chris Hydrick

    Chris Hydrick Account Closed (Requested) VIP

    Likes Received:
    It'd be funny if the owner of was a NamePros member.

    It's like finding out you have last weeks winning lottery number, but you have no idea if it expired or not.
  12. mlmleads

    mlmleads Established Member ★★★★★★★★★★

    Likes Received:
    Nice write-up James!
  13. Michael Ehrhardt

    Michael Ehrhardt Top Contributor VIP Gold Account

    Likes Received:
  14. nvdomains

    nvdomains Established Member

    Likes Received:
    Nice Interview James. But, bad domain name purchase with that kind of sum.

    Good luck.
  15. Michael Ehrhardt

    Michael Ehrhardt Top Contributor VIP Gold Account

    Likes Received:
    4,206 2011 13000,- USD 2011 8000,- EUR 2011 2899,- USD 2010 14500,- USD 2010 5000,- USD
    aminosä 2010 2856,- EUR 2010 2501,- USD 2010 2000,- EUR 2009 8300,- USD 2009 6500,- EUR 2009 4531,- USD 2009 3500,- EUR 2009 2920,- EUR 2008 25350,- USD 2008 23530,- USD
  16. Michael Ehrhardt

    Michael Ehrhardt Top Contributor VIP Gold Account

    Likes Received:
    4,206 2011 8500,- EUR 2011 2900,- EUR 2010 6000,- EUR 2010 5000,- USD 2010 1495,- GBP 2009 13500,- USD 2009 3000,- USD 2009 3000,- USD 2009 2900,- USD 2008 10000,- USD 2008 6000,- USD 2008 4520,- USD 2008 3517,- USD 2008 2350,- USD 2008 2051,- EUR
  17. Domain Monk

    Domain Monk Mindful Domaining VIP

    Likes Received:
    I think one word .info did really well in 2013 and with this sale 2016 will have some boom on one word .info
  18. Guilliatt

    Guilliatt Established Member

    Likes Received:
    I think the gTLD's have certainly lifted the value of short, logical, .info's and rescued them from the perceived junk status of the recent past. As the owner of, I've got a reasonable bit of skin in the game. I'd question stating that the site is part of "two successful websites," though because right now that is only setting them up for a fall. The site is clearly in the early stages of development. When does it become a success? When it has clearly paid for itself in profits generated, plus the investment in time and materials they'll have to put into launching it and making it cash generative OR when someone else is prepared to buy it for considerably more! I wish them well though, I think it could yet prove to be a very astute investment.
  19. bytedo

    bytedo Established Member

    Likes Received:
    Not sure about that rain. They were willing, ready and able to buy the name. So that makes it good.
  20. Sam Roy

    Sam Roy Top Contributor VIP

    Likes Received:
    I have lodge (dot) info but I am not lucky yet to get any offer like!
  21. Domain Monk

    Domain Monk Mindful Domaining VIP

    Likes Received:
    End user ..sales is like a lottery ...still lodge . info can fetch you mid xxxx to high xxxx on reseller market like flippa or sedo ....may be even np
  22. Michael Ehrhardt

    Michael Ehrhardt Top Contributor VIP Gold Account

    Likes Received:
    its a good name
    dont wait for offer
    go out....
  23. WatchDogue

    WatchDogue Top Contributor VIP

    Likes Received:
    Nice insight into their name buying process!

    Wishing them every success with their endeavor, thanks for posting!
  24. sanket777

    sanket777 Established Member

    Likes Received:
    .infos are going to get more attention in next days. I have bought some meaningful !!! lets hope for the best !!
  25. DomainPluto

    DomainPluto Dashawn R.

    Likes Received:
    Wow, great sale for a .info. "Car" didn't hurt it
  26. A.zack

    A.zack Established Member

    Likes Received:
    Great interview , what did he mean by "crash test version" ?!!!
  27. Established Member

    Likes Received:
    I have the same concern when buying a domain. I'll sometimes even go as far as mocking up a Google search results page to see how the domain looks from the POV of searchers.
  28. WilsonM

    WilsonM Established Member

    Likes Received:
    Just checked the site. They seem to be doing a nice job so far although I have no idea about their revenue.

    Best of luck. Hope it works our for them.
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