On-Line Business Domain Name Case Study: Dazies vs. Dazies Restaurant

Many successful business owners understand their business operations extremely well with the exception of establishing a good on-line identity. Seasoned business owners probably established a business before the dot com boom or for that matter before the internet was commercially available. Good business owners have learned to rely on good employees and professionals to provide advise on how to guide their growth and implement new initiatives. This case study involves the name of a great Italian restaurant, Dazies, in Queens New York. Dazies has a beautiful website located on-line at DaziesRestaurant.com. The webmaster, Space-Baby.com has done a great job of continually updating the site and providing new looks and technology. When Dazies website went on-line back in April 2003 the on-line site name of Dazies.com was registered to a playhouse on Cap Cod called Dazies Playhouse. I suspect Space-Baby advised the owners to compromise and use DaziesRestaurant.com instead of the more appropriate Dazies.com. Dazies Playhouse registered the domain name Dazies.com in November 2002, just six months before DaziesRestaurant.com was registered. It appears that Dazies Playhouse has since gone out of business and the domain name Dazies.com has been registered and an information site about flowers, gardens & floral arrangements has been set up with a note that the site is for sale. The owner of the site is monetizing the site by using WhyPark.com to provide interesting content about flowers and gardens to generate traffic that will then click on the Google Adsense links. This is pretty smart because the Adsense revenue probably pays for the annual registration fee for the domain until a buyer makes a reasonable offer to purchase the domain, Dazies.com. Given that the name is very brandable and is only six alpha characters a buyer will emerge at some point. Here is where a good webmaster should advise a client to try to purchase Dazies.com at a reasonable price and still keep the name DaziesRestaurant.com. Other than the ten bucks to annually renew Dazies.com the cost is nothing because Dazies.com could simply be re-directed to DaziesRestaurant.com. When customers look for Dazies website they will find it whether they type Dazies.com or DaziesRestaurant.com. The trouble for Dazies is if another restaurant in another part of the country purchases the domain, Dazies.com, there will be confusion whenever someone were to search for a restaurant, by searching for "Dazies." The new Dazies will probably rank higher than DaziesRestaurant because Dazies.com is an exact match to the search term. Then there will be customers that type in Dazies.com and will simply see the new restaurant. The moral of the study is simply that webmasters should watch for expiring domain names that would better suit their clients. The cost is insignificant, but the outcome would be enormously valuable to the business owner client. Here is the link to the for sale link on Dazies.com.

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