Whatever the initial investment was, this domain name is a big asset to mindfulness company.
I took a ten-minute timeout this afternoon to meditate using the Calm app on my iPhone.
I’ve used a few meditation apps, but I recently subscribed to Calm given the traction it’s getting and the quality of the app.
The company also has a great domain name: Calm.com.
Even though Calm is primarily consumed as a phone app, you can bet the domain name is paying dividends. There are two reasons I think this domain is important.
First, Calm.com gives the app credibility. There are lots of meditation apps out there and quality varies. Having this great domain name shows that the company is serious. You need not worry about paying for an annual subscription; it’s not some copycat app.
Second, it’s great for advertising. The company is doing lots of audio advertising lately on podcasts. It can refer people to the Calm.com domain rather than tell them to just download the app. The company gives each podcast a special URL in the format calm.com/name to offer customers a 25% discount. (I bet it gets about the same revenue from its site with a 25% discount than it gets when someone pays full price through Apple’s app store.)
I’m not sure how much the company paid for Calm.com. An old video suggests it was at least high five figures, but it’s certainly worth much more than that. It might have been a lot to pay at the time when the company was small. Now it has
raised over $25 million in outside capital and has a value of around $250 million raised over $100 million and has a billion dollar valuation.