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I was never very proactive in trying to make the site profitable. It was never meant for profit, but to host my open source project. I get next to nothing from google ads right now, and have the leftovers of an unsuccessful partnership program (ie, they still get to do their advertising but I haven't asked for money in over a year). The value is in 1) someone who wanted to take over the site and do the legwork to advertise successfully or 2) a competitor who wants the name. At this point, I'm satisfied with the work I've done and for the right price, either would be fine with me (though I'd obviously prefer the first option and see the project continue). I'd guess the second option is more likely.
I'm just wondering if anyone has any tips for me. I'm not a salesman and definitely don't want to be cold calling my competition or any other potential buyers -- a service would be necessary.
Yeah, I know you would require a non-disclosure agreement, but it does not mean they won't use the information... It only means they will make sure you don't realize they are using the information... ;-)
Best bet might be to look at some larger business broker sites, like BizBuySell or Sitepoint, etc.
Be aware that most buyers are going to value your site based on past revenues. If your site does not make much, you probably won't be seeing the type of offers you think the site is worth.
If this is the case, I would work on building up the site revenues before trying to sell it. It is kind of a catch 22. If the site was making good money, why would you sell it? Well buyers think the same way... if it is not making good money, why buy it?
Good luck !
Website buyers and investors rarely pay for "potential". They figure that if you weren't able to make money from the website and that you're abandonining the project, that they are going to have trouble with it as well, irregardless of what "official" reasons for selling you state.