Avi Schiffmann’s launch of Friend showcased the importance of premium, generic domains such as Friend.com.
The $1.8+ million dollar acquisition of the domain via Escrow.com also shows another important “friend” in brand launches: Payment plans.
Schiffmann’s AI gadget domain wasn’t funded in its entirety by investor money, no matter how large the $2.5 million dollar endowment seems; Friend.com is on a payment plan that will hopefully be retained and paid off through the success of the Friend product. The use of Escrow.com and its Domain Concierge can stretch a domain’s payments to 60 months (5 full years.)
But if you think Friend.com was too expensive for your budget, do consider its antonym, Enemy.com.
Once the home of entrepreneur Aaron Marino and his Enemy Eyewear project, the domain is listed for sale for just $90,000 dollars currently, or a little over 2x its acquisition cost by the Enemy.com founder.
Despite what some might believe about the negative overtones of the “enemy” keyword, it would make an excellent brand for edgy merchandise, including clothing, skateboards, bikes, and other urban gear.
The potential use of the word in tactical weapons and assorted gear should not be discounted either.
Here are some potential uses for the Enemy brand and assorted domain name, Enemy.com:
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- Fitness and Health Products: Position the brand as the ultimate opponent to personal obstacles and challenges. Products can include workout gear, supplements, fitness programs, and health trackers. Motivate consumers to overcome their “enemies” such as laziness, unhealthy habits and self-doubt.
- Cybersecurity Services: Emphasize protection and security against online threats. Offer antivirus software, VPNs, data encryption services and cyber threat monitoring. Position the brand as the defender against digital enemies like hackers and malware.
- Personal Development and Self-Help: Focus on helping individuals overcome personal barriers and negative thoughts. Services can include motivational books, online courses, workshops, and coaching sessions designed to help people defeat their inner enemies and achieve personal growth.
- Sportswear and Equipment: Appeal to athletes and sports enthusiasts by framing the brand as the ally in their battle against competitors. Products can range from high-performance sportswear to advanced equipment, all designed to help consumers gain an edge over their opponents.
- Gaming and Entertainment: Capitalize on the competitive nature of gaming and entertainment. Develop video games, gaming accessories, and eSports events, where the concept of battling and defeating enemies is central to the experience.
