GoDaddy amends IPO filing

GoDaddy updates S-1, but it doesn’t include final 2014 financials.

GoDaddy filed an amended S-1 statement with the Securities & Exchange Commission today.

I’ll save you a couple hours of combing over the new document for changes…there aren’t many, unless you’re fascinated by GoDaddy’s corporate and shareholder structure and its investors’ plans to minimize taxes.

Using Intelligize’s Smart Compare feature, I compared the current S-1 to the previous one filed November 17. Essentially, the majority of changes are related to tax distributions and Tax Receivable Agreements (TRAs).

The filing doesn’t include full year results for 2014, which I expect to be filed within the next few weeks. I’ll write about the updated results when they become available.

GoDaddy is expected to go public in the first half of this year.

Web design company sues GoDaddy over “It’s Go Time” slogan

Company says it was using the slogan first.

A small web development company is suing GoDaddy over its “It’s Go Time” slogan, arguing that it started using the moniker well before GoDaddy adopted it.

Plaintiff The Easy Life, LLC runs GoWeb1. The company says it is actually a reseller of GoDaddy’s domain name services. It alleges that it has had the same account manager at GoDaddy and has been emailing newsletters to that account manager — including the It’s Go Time slogan – since at least October 2011.

GoDaddy applied for a trademark on “It’s Go Time” in 2013 on an intent-to-use basis, and started using the slogan shortly thereafter.

The plaintiff has filed multiple oppositions to GoDaddy’s trademark application.

GoWeb1’s website prominently displays “It’s Go Time” in a couple places, as you can see in the image. However, it may have ramped up this use after GoDaddy filed its trademark application. Archive.org is down at the time I’m writing this, but a Screenshot.com image from late 2012 doesn’t show the slogan on its home page. It shows up in the next screenshot at the end of 2013. The GoWeb1.com “It’s Go Time” slogan has a forward slanting font similar to the one GoDaddy is using.

The lawsuit (pdf) doesn’t have exhibits showing how the company has using “It’s Go Time” for its marketing.

The Easy Life argues that GoDaddy’s use of the term can “damage Plaintiff’s impeccable reputation”:

On information and belief, Defendant’s annual revenues exceed over one billion dollars. Defendant, with its vast resources, is well positioned to exploit and trade on the goodwill which Plaintiff has developed in the IT’S GO TIME mark, as well as damage Plaintiff’s impeccable reputation. Relevant consumers will come upon Defendant’s Services offered in connection with the IT’S GO TIME mark and will likely believe that such services are associated or affiliated with, or endorsed or sponsored by Plaintiff, which they are not. Indeed, viewership estimates of the 2015 Super Bowl during which Defendant broadcast an advertisement exceed 100 million viewers.

GoDaddy wants to patent domain suggestions based on geography, business type

Patents reflect techniques for better targeting domain name search results.

GoDaddy has filed three patents for targeted domain name search results based on the user’s location or business type.

Two of the patent applications were filed in August 2013, and the third (continuation) patent (embedded below) was filed in September 2014. All three applications were published by the U.S. Patent and Trademark Office today.

The patents explain methods of determining the location, language and business type of a user, and then targeting both top level domain names and second level domains to that person.

For example, GoDaddy might determine the most popular TLDs based on the type of company (for-profit, non-profit etc) and location, then show search results keyed to this popularity: Click to continue reading…

Watch GoDaddy’s replacement Super Bowl commercial

GoDaddy Super Bowl ad doesn’t show a puppy dog…it shows a small business owner.

GoDaddy’s Super Bowl commercial is puppy dog-less, making it seem that the initial Buddy commercial was not intended to be a PR stunt.

The real commercial is a great nod to GoDaddy’s customer, the hard working small business owner. He’s not watching the game at a party, the narrator says, because he’s working.

The commercial makes a subtle nod to its aborted “Journey Home” commercial, or at least the ones it attempted to spoof, by mentioning how he is missing out on puppy ads.

It’s a good commercial. People won’t be talking about it at the water cooler tomorrow, but it’s spot on.

GoDaddy to change controversial Super Bowl Commercial

GoDaddy won’t run controversial “Journey Home” commercial.

GoDaddy’s 2015 Super Bowl commercial, which it just released this morning, won’t air on Sunday after all.

GoDaddy CEO Blake Irving tweeted this afternoon:

godaddy-sb

The ad was criticized by many animal lovers.

In many ways, the commercial was classic GoDaddy. It was sure to spark outrage, which got people talking about the company…much like its previous GoDaddy commercials.

I wondered this morning if the plan was to get this commercial out there and then pull it in favor of another. They’d get extra publicity by making the change.

But I’m not so sure about that. Puppygate is more like Elephantgate than GoDaddys typical Super Bowl ads of past. There was little upside to GoDaddy founder Bob Parsons shooting an elephant. There’s probably little upside to joking about selling puppies, too.

I also don’t think it’s Blake Irving’s style.