Domain Name Portfolio Strategy

Sarah Moore discusses buying domain names related to her packaging business (egg cartons) to expand into new market segments and capture more specific customer searches.

Key Points:

• Current Business Focus:

  • Main business is egg cartons but 40% of revenue comes from non-egg related packaging
  • Specializes in "protection and separation" packaging solutions
  • Serves diverse customers (crickets, bath bombs, cupcakes, small parts)

• Domain Strategy:

  • Buying domain variations related to specific use cases
  • Examples include:
    • Machine shop trays
    • Bath bomb cartons
    • Other packaging-related domains

• Strategic Considerations:

  • Challenging to pivot branding without compromising existing revenue
  • Domain portfolio builds foundation for potential market expansion
  • Maintains current egg carton focus while preparing for broader market positioning

• Business Evolution:

  • Moving beyond just egg industry into specialty packaging
  • Using domains to capture specific market segments
  • Careful approach to rebranding while maintaining core business