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Originally published at Internet.com
Domain names are only worth what someone is willing to pay for them. So before you blow all your capital on the "must-have-one-of-a-kind-domain-that-will-propel-your-business-into-the-stratosphere," realize that there is very likely to be a lower-cost alternative.
Unless you are purchasing an existing well-known dot-com business that didn't necessarily fail but just ran out of money, a high priced domain name is just a superfluous expenditure. Any fledgling e-business can find much better uses for its start-up money.
There is much more involved with developing a successful e-business than a great domain name. Think about it ... amazon didn't quite mean the same thing a few years ago and eBay doesn't exist in an English dictionary. A large portion of e-companies have made up names anyway and if you possess the determination and marketing skills to promote your e-commerce site into success, the domain name will be irrelevant.
If you insist on buying a name from a broker, be sure that you don't pay more than a reasonable market rate. Also, when you calculate the return on your investment for the high priced URL, include an analysis of how much advertising and promotion those same dollars could have bought.
Read this before you strike any domain deals:
You Paid What for That URL?!
Author: Robyn Greenspan
Read article at Internet.com site