All prices in USD
  • Avg. revenue /month
    $7,924
  • Avg. sessions /month2,957
  • Avg. profit /month
    $2,338

Business Story

Why this business was started

Active Goods is a spin-off from a small consumer product manufacturing company that was founded about 7 years ago. Originally, resale products were added to the manufacturers website to increase traffic and cash flow. As this business grew it was decided to separate Active Goods into a stand-alone company in 2019 to solely focus on the resale of these unique products. From a business and marketing perspective it made more sense to allow Active Goods to operate independently without customer brand confusion.

The reason of selling this business

The owners continue to own the original manufacturing business and also work full-time for other companies. Unfortunately, they are not in a position to leave their current roles to focus full-time on Active Goods. It was decided that the best opportunity for Active Goods to continue growing would be to sell the company to an owner who can focus on the business, or who has a similar e-commerce store and can integrate the business processes.

What's involved in running this business

The e-commerce store management includes: - adding and updating new products - product pricing, order processing - general site maintenance in Shopify - SEO and site performance.

Shipping and fulfillment includes: - arrange shipping from supplier as required (Courier or LTL) - ensure any import/export documentation is completed.

Social media and digital marketing experience includes: - managing social media channels - monthly blog writing, digital marketing (Google AdWords and Pay-per-click).

Customer communications includes: - provide product information and quotes as requested - warranty and return support

Supplier relationships includes: - ensure supplier procedures and processes are followed - source and on-board new suppliers.

This business was founded: about 7 years ago
Time to run this business: approximately 20 hours per week

Traffic and Performance

  • Avg. revenue /month
    $7,924
    Verified
  • Avg. sessions /month2,957Verified
  • Avg. profit /month
    $2,338
  • Profit Margin28%
  • Avg. sales /month28
Other details about profit: Currently, the average order is approximately $200. The highest margin items (40% to 50%) are custom order products with an average item price of approximately $600. In the future, it would be best to continue focusing on these higher margin custom order products that cannot be purchased on large competitor sites like Amazon. Also, some sales to corporations and institutions are direct purchases by PO and invoiced. There is an opportunity to grow higher volume corporate sales for the right salesperson.
Last 6 years revenue
  • $602,199
  • Revenue data comes directly from Shopify and cannot be edited by the seller
    Last 6 years traffic
  • 224,737Visits
  • Traffic data comes directly from Shopify and cannot be edited by the seller

    Expenses

    • Shopify plan
      $39
      /month
    • Domain
      $1,094
      /year
    • $25/m Yotpo App, $30/m Intuitive Shipping App, $20/m Webgility Quickbooks App, $45/m Ring Central Virtual Phone, $79/m Mailchimp, $13/m/person Microsoft 365
      $212
      /month
    • ~ $900/ month digital advertising and pay-per-click (PPC) advertising costs (includes $375 USD/month management fees). PPC budget is allocated based on marketing campaigns.
      $900
      /month
    • ~$500/m in social media and marketing contract support
      $500
      /month

    Sale Includes

    • Physical inventory

      Not Included
    • Logo and branding assets

      A full set-of digital logos and branding files (.eps, .jpg, .png, .svg) will be transferred electronically to the purchaser. These are currently saved on a SharePoint site and upon purchase the document folders will be shared. Additionally, we will provide the name and contact information for the logo and branding graphic designer.
    • Personal support after sale

      Training and Support: We will provide support to train and process transactions for up to one month after purchase date. This will include having a staff member process the first orders jointly with the purchaser using MS Office Teams. Training procedures are available for reference. Chargebacks & Pre-paid Custom Orders: To account for any pre-paid custom orders and potential chargebacks do to refund requests a 60 day adjustment period will be required to ensure that seller is able to complete Shopify transactions that occurred prior to the date of sale. At the end of the 60 day period any outstanding orders will be transferred to the buyer and an adjustment will be paid out to the seller for any unfilled orders or chargebacks do to refunded items.
    • Domain

    • Product photos

      Most product photos are already uploaded into Shopify. We will provide the new owner the instructions to access the digital images and product information directly from the manufactures and suppliers.
    • Social media

      Total followers2,445subscribers
    • Suppliers

      Please note that this store was started in 2015, but completely re-branded less than a year ago. The average profit is much higher than now than previous years. Upon purchase, all supplier information will be provided to owner and a letter of ownership change will be sent to the suppliers and manufacturer. Some suppliers may require new owner to complete a new application with detailed owner contact information and possible credit check.
    • Mailing List

      4,152subscribers

    Seller‘s Advice

    How to grow this business

    Active Goods has an established brand, social media & marketing presence and developed processes. Although the Shopify site has "existed" since 2015, it has been completely re-branded from Fitneff to Active Goods less than a year ago. This is why the "average" profit over the lifetime of the store is much lower than the recent year.

    The new brand and focus will allow the store to be perfectly positioned for growth for the next owner. Some growth opportunities include:

    • Continued focus on unique “active” products that cannot be purchased on Amazon as a “commodity.” Some of the unique custom order products sold on Active Goods have the high margins and are only available on-line through a limited number of dealers.

    • Continue to grow the marketing message about “integrating movement into everyday life”. With so many people working from their home now there is an opportunity to increase sales by targeting professionals looking for unique and quality products to combat sedentary lifestyle.

    • Continue to add new suppliers and manufactures with unique products that are looking for established e-commerce vendors to sell their products who are not Amazon.

    • Currently Active Goods sells only to Canadian customers. A US currency Shopify site has been set-up, but is currently "paused". The next step in growth would be to complete the set-up of this site and begin to sell directly to US customers.

    Skills to have

    • Familiarity with e-commerce stores

    • Social media and digital marketing experience

    • Familiarity with shipping and fulfilment processes

    • Familiarity with import/export processes

    Share

    RB
    Ron B.Current store owner
    President, Active Goods

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