The 3 Types of Domain Names and Common Domain Extensions

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JoeUddeme

JoeUddeme

The 3 Types of Domain Names and Common Domain Extensions

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A domain name is an address you type into your web browser whenever you want to visit a website and is the most important property for every online business. While ‘domain name’ is an all encompassing term, a domain is actually made up of multiple parts.

What are Domains?

A domain name is a human-readable address that directs you to a particular website available on the internet. It’s akin to the address for your official residence or workplace. When someone wants to visit you, they come to your address. Similarly, when someone wants to visit a website, they type in the domain address in their web browser.

Any domain name has four main components;

  1. Domain name: The name of the domain itself.
  2. Top-Level domain (TLD): The suffix that appears after the domain name, e.g., .COM and .NET.
  3. Subdomain: A domain that is part of another primary domain. It is also known as a third-level domain.
  4. Protocol: The system that specifies how information from the domain is transferred to your web browser. It is either HTTP (insecure) or HTTPS (secure).

Take https://www.nameexperts.com/, for example.

  • NameExperts is the domain name
  • .COM is the top-level domain
  • WWW is the subdomain
  • HTTPS is the protocol

The 3 Types of Domain Names

There are three main types of domains, including:

1. Top-Level Domains

A top-level domain (TLD) is the final section of a domain name. It is the last segment of text appearing after the dot symbol. For example, in Google.com, .COM is the top-level domain.

Ever since the world wide web’s inception, .COM has been the most common top-level domain. It was originally used to designate commercial businesses but has become the de-facto TLD for most websites.

Another popular TLD is .NET. It was initially meant for internet service providers and networks but is now available to anyone who wants it. Because NET signifies network and technology, this is an ideal option for technology companies.

Yet another well-known TLD is .ORG, which was originally used to designate not-for-profit organizations. Till today, most people associate this TLD with non-profit organizations and social causes rather than commercial businesses.

There are two main types of top level domains;

Generic TLD

A generic top-level domain refers to domain name endings with three or more characters, the type that you’d most likely recognize. .COM, .NET, .ORG, .INFO, and other common domain endings fall under this category.

Before 2011, there were barely two-dozen domain extensions classified as generic. That year, the Internet Corporation for Assigned Names and Numbers (ICANN) expanded the number of generic domain extensions from 22 to over 1,200, opening up more opportunities for individuals and businesses to acquire domain names.

Country-Code TLD

As the name implies, these are domain extensions associated with specific countries. ICANN assigns country domain endings to each formally recognized nation and sovereign state, and these nations collect a royalty on every sale of their assigned TLD. For example, Tuvalu, a small island nation, earns 1/12th of its annual income from its .TV domain extension.

Other popular examples of country domain endings include

  • .US for the United States of America
  • .AU for Australia
  • .DE for Germany
  • .CA for Canada
  • .CC for Cocos Islands
  • .AE for the United Arab Emirates (UAE), etc.

2. Second-Level Domains

A second-level domain is directly below a top-level domain in the domain hierarchy. It is the part of the domain name that comes right before the top-level domain. For example, in NameExperts.com, NameExperts is the second-level domain.

The second-level domain is usually a combination of words describing the business or service of the domain name owner. In the above example, NameExperts describes the business of a professional domain name broker that helps customers to acquire valuable domains.

A second-level domain can include letters, numbers, and hyphens. Symbols are not allowed.

3. Third-Level Domains

The third-level domain, or subdomain, is the part of the URL that comes before the second-level domain. The most common subdomain is www., which refers to the world wide web. Third-level domains are not mandatory, so you can have a fully functional domain name without the www part.

Some website owners create third-level domains to represent a different section of their website. Examples include:

  • Shop.mywebsite.com refers to the e-commerce section of a website.
  • Blog.mywebsite.com referring to a blog attached to the website.
  • Support.mywebsite.com leading to the customer support section of a website.

Understanding Domain TLDs

A domain name is the most important property for anyone who conducts business online. Hence, it’s crucial to understand what they are and the different types of domain name extensions to use for a website. The information above should help you figure out how to structure your domain, but if you need help, we’re experts at domain selection and helping you buy the perfect domain.

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The Best Places to Buy and Sell Domain Names

1. Sedo Sedo is a dedicated domain marketplace (similar to GoDaddy) with millions of users. It has been around for over two decades, making it a trusted marketplace for buying and selling domains. Any domain name owner can sign up for free and list their domain for sale on the website, and prospective buyers can easily contact them through the platform to buy domains. On Sedo, sellers can set a fixed price for their domain, put it up for auction, or indicate that they’re entertaining offers with an unspecified price range. When buyers come to the site, they can search for any keyword and check if anyone has listed a related domain name on the market. Sedo Search Sample: The first three results are bikes.org, bikes.co, and bikes.biz, which are premium domain names and Sedo also includes other domain names that are closely related to your search phrase to sell domains. The first two domains in this example have a Make Offer buttons next to them, while the last has a Buy It Now button for your popular domain. This indicates that the domain sellers of the first two domains put them up for auction, while the third domain’s owner set a fixed price for their marketing strategy. As a buyer, you’re free to search for any specific URL and find related domains listed on Sedo to find the perfect domain. Purchasing from the domain marketplace requires added registration and jumping through a few other hoops, but it’s worth it as Sedo has such a large selection of premium domains available for acquisition. 2. NamePros NamePros is an online community for domain name owners to interact and discuss events related to their industry. In the forum’s early days, users commonly posted they had domain names available for sale and wanted to connect with potential buyers. Observing this, the owner of the forum launched an official domain marketplace section for buying and selling domain names. On NamePros, any registered user can list the domain names they have available in a forum post. To make the domains easy for prospective buyers to find, NamePros has formal categories that users can attach to their posts to find the perfect domain. How much is it worth? Namepros can also share pertinent details of recently sold domains that are similar in nature to your domain search. Because it is a forum, NamePros only helps buyers and owners find each other and it’s up to them to negotiate and decide how they’ll handle payments for the domain. This is unlike Sedo, which facilitates payments and domain transfers for its users among other services. When using NamePros to buy a domain you should be more careful about your purchase. Set specific terms with the seller before proceeding on any deal and use a trusted online escrow service (e.g. Escrow.com) to ensure that the payment goes through only after the seller has transferred the domain name to your preferred registrar. You can find a large variety of domain names for sale on NamePros, making it one of the best domain marketplaces in the World. 3. Flippa Flippa is a marketplace competing with Godaddy for buying and selling online properties, including websites and domain names. The platform has facilitated millions of dollars in domain name sales since its inception in 2009 and has built a reputation as one of the most trusted domain name marketplaces to find the perfect domain name. The most expensive domain name deal arranged on Flippa was StockPhoto.com, which sold for $250,000. Any domain name owner can sign up on Flippa and list their domains, but it requires a payment; $29 for a base listing and $99 for an enhanced listing. Sellers often pick the second option because it makes their domains more visible to potential buyers looking for the perfect domain name. As a buyer, you can create a free account on Flippa and find domain names matching your taste. You can then search for a specific keyword and find related domain names listed by domain owners to buy domain names based on cost, features and budget. Easy to use: To demonstrate, we searched for “cars” and got the results displayed in the image below: The first three results were OldCarsForSale.com, acars.com, and fastsportscars.com, listed for $5,000, $100, and $1 respectively. OldCarsForSale.com is a premium domain worth its higher price. It’ll be a very good domain for anyone who wants to sell used cars online with a specific destination. Fastsportscars.com seems like a good generic domain name, but it can easily be mistaken for fastsportcars.com, giving it a disadvantage. It’s likely why it’s listed for an very low price and shows that you can find a good deal on a domain name, for personal use. When you’re ready to make an offer or buy a domain on Flippa, the platform handles the entire process for you. They have been around for over a decade and built a reputation on the Internet as one of the most trusted domain name marketplaces to find the perfect domain name on the net. 4. Namecheap Namecheap is one of the most widely-used domain registrars, serving over 2 million customers and giving Godaddy a run for its money! It also has a premium domain marketplace as well as business resource and forums support for its customers. Popular Domain names Internet marketplace where domain name owners can connect and manage potential buyers. Only domain names registered on Namecheap can be listed for sale on this marketplace and owners can list their domain names at a fixed amount or put them in auctions. If a seller lists their domain at a fixed price, you can purchase it immediately just like you would purchase a new domain on Namecheap. Auctions: If the seller puts their domain up for auction, you’ll have to participate in a timed bidding process for all auctions. If you are selling your domain, Namecheap collects a 10% commission on each sale. You must have a Namecheap account to buy domains from its marketplace and after buying any domain it is automatically transferred to your control. The convenient sale process makes Namecheap one of the easiest domain marketplaces to use over other domain marketplaces. 5. Atom.com (formerly Brand Bucket) Quality Assurance: Each premium domain is carefully reviewed by branding experts to ensure it meets high standards of originality, pronunciation, and memorability when selling domain names. Business Identity Professional Logo Designs: Top designs for your org and branding strategy. Visual Identity Package: Every premium domain listing includes a professionally designed logo for your org, providing a cohesive domain brand package for your business resources and companies identity. User-Friendly Search and Navigation Advanced Filtering: Search domains by industry, point, style, length, and other attributes to find the perfect match.   Where can I sell my domain name fast? If interested, you can quickly sell your domain name on any of these marketplaces. A large platform such as SEDO, GoDaddy, Afternic or Namecheap offer great options for buying domains quickly and a fast transfer process. Where can I sell my domain name fast? If interested, you can quickly sell your domain name on any of these marketplaces. A large platform such as SEDO, GoDaddy, Afternic or Namecheap offer great options for buying domains quickly and a fast transfer process. How fast do domain names sell? Domain names take anywhere from hours to days, months, or years depending on the demand for them. The amount the domain is listed for also plays a role in how quickly it will sell. If the price is too high relative to its value, there may be no interest from buyers, especially for a premium domain. If a domain is listed on the wrong marketplace, it may not sell. Use a large marketplace like Godaddy for your companies success. Where do I buy expired domain names for sale? Many domain registrars host auctions for expiring domain names, including GoDaddy, Namecheap, and Network Solutions to buy domains. There are also websites specializing in auctioning expired domains, such as ExpiredDomains and DropCatch market services for other domain name sales on non-active domains. How can I build or develop my domain? Select a registrar, select and pay a hosting company to host the domain and a web builder interface to develop the site. WordPress or Wix are great platforms for easy sales development tools on the Internet. Godaddy has a turnkey solution for your companies development to make it worry free.
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Understanding the Domain Name Scam

Protecting Against Domain Name Scams   It’s essential to understand the different types of domain name scams to protect yourself and your online identity. Domain name holders must be vigilant about renewing their domain names to retain exclusive rights and maintain their online identity. These domain name scams can be difficult to spot, but there are ways to identify them, such as recognizing phishing emails. The domain name renewal scam typically involves urgent phone calls or emails pressuring you to renew your domain names immediately and pay or risk losing your domain. The domain name renewal scam tries to trick people using phishing scams and deceptive tactics when registering names. Awareness and reporting are crucial to protect yourself. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Watch out for fraudulent domain renewal notices that may look official but are not. Domain registrations often come with options for renewal or transfer, so explore these to avoid falling for scams. Always verify the authenticity of the email or letter by contacting your registrar company directly. Be aware of deceptive practices by companies that send official-looking letters from a domain registry, urging you to transfer your registrations under false pretenses.   Protecting Yourself from Domain Scams   Use a secure payment method to pay for domain name renewal. Recognizing legitimate renewal notices is essential to avoid unnecessary fees and potential loss of domain ownership for the customer. Verify the authenticity of the email or letter by contacting your domain registrar company directly. Scammers often exploit the relationship with your existing registrar by suggesting that a transfer is merely a renewal process. Monitor your domain name registration and renewal dates to avoid missing important deadlines. Scammers use various methods, including urgent phone calls and deceptive emails, to execute a renewal scam. Use domain locking to prevent illegal transfers. Domain hijacking is another threat that can be mitigated by this measure. Registration scams typically manifest through fake renewal notices, creating confusion and unwarranted financial pressure. Keep your contact information private by using a domain name privacy service. Scammers may trick owners through fake offers, exploiting confusion around domain registration and renewal. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Fraudulent phishing scams often target website owners, using tactics to deceive them into believing they owe money or need to make changes to their domain or hosting services.   Understanding Domain Name Renewal Scam   A Domain name renewal scam is a type of intellectual property scam or confidence scam that target the owner. These scams can result in financial loss for businesses and individuals. The financial loss can be substantial, affecting both small businesses and large corporations. Domain name scams can take many forms, including domain slamming, false offers to buy or sell domains, and fake trademark protection. It’s essential to understand the different types of domain name scams to protect yourself and your online identity. Domain Registry of America is an example of a fake trademark protection service. They contact the website owner claiming to have a trademark right or warning someone else owns the rights to your name. Check your expiration date and make sure your domain information is protected so you don’t lose control of your asset. Register and renew for extended periods. Domain name scams often involve unscrupulous domain name registrars attempting to generate revenue by tricking businesses into buying, selling, listing, or converting a domain name. These scams can be difficult to spot, but there are ways to identify scam tactics. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Always verify the authenticity of the email or letter by contacting your registrar company directly. Be able to recognize scammer tactics by paying attention to blog post and article updates. Customers should also consider adding two-factor authentication for all registered accounts.   What is a Domain Name Scam?   A domain name scam is a type of intellectual property scam or confidence scam that targets domain name owners. These scams involve unscrupulous individuals or companies attempting to trick domain owners into buying, selling, listing, or converting domains. The consequences can be severe, leading to financial loss for businesses and individuals, and even the loss of control over a domain name. Scammers often use deceptive tactics to make their offers or demands appear legitimate, preying on the lack of awareness among domain stakeholders.   Definition of domain name scams A domain name scam is a fraudulent scheme where scammers deceive individuals or businesses into paying for fake registration services, overpriced renewals, or by impersonating legitimate registrars. It often involves phishing, domain hijacking, or misleading offers to trick victims into making unauthorized payments or losing control of their domain   Importance of awareness and prevention Awareness is the first line of defense against domain name scams. The website owner must be vigilant and proactive in protecting their assets. This means being cautious of unsolicited offers, verifying the authenticity of emails and letters, and keeping domain registration information up to date. By understanding the risks and taking preventative measures, website owners can safeguard themselves from getting scammed. Regularly monitoring domain status and using secure payment methods for renewals are also crucial steps in prevention.   Domain Registry and Scams   Domain renewal scams: fake notices and invoices Domain scams are a common tactic used by the scammer to trick the owner into paying for unnecessary services or transferring their site to a different registrar. These scams typically involve sending fake notices or invoices that claim the domain name is due for renewal. Often involving inflated prices, notices often appear to be from the a registry or a legitimate company, but they are actually from fraudsters posing as an internet registry Swindlers use various tactics to make these notices or invoices appear legitimate. They may include the domain owner’s contact information and registration details, creating a sense of urgency by claiming that the domain names will expire or be lost if the renewal fee is not paid immediately. They may ask for you to renew your domain and pay an exorbitant fee.This pressure can lead the holder to act hastily without verifying the authenticity of the notice or link. They may also try an inflated price on the renewal scam for your website or use a scare tactic and tell you your name is about to expire if you don’t pay a fee To avoid domain scams, website owners should be cautious of unsolicited notices or invoices. Always verify the authenticity of the sender by contacting the current registrar directly or checking the domain name holders registration information online. Be wary of notices or invoices that create a sense of urgency or demand payment for unnecessary services. By staying vigilant and taking these precautions, domain parties can protect themselves from scams and maintain control over their domain names.   Protecting Yourself from Domain Scams   To protect yourself from domain scams, it’s crucial to be vigilant and take proactive steps. Here are some tips to help you avoid falling victim to domain scams: Keep your domain registration information valid, up to date and secure so it never expires. Simply renewing ahead of time. Set a calendar reminder to be a step ahead Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Verify the authenticity of the email or letter by contacting your domain registrar or reseller directly. Use secure payment methods when you register and renew your site or domain name. Avoid Mail that contains your physical mail address. Address customer concerns by contacting customer support. Monitor your domain name registration and renewal dates to avoid missing important deadlines. Consider adding auto-renew as a double check for registering your asset before it expires. Use domain locking to prevent unauthorized transfers of your registered assets. Keep some money in the registrar account in case you have an issue with your credit card when you pay. Keep your contact information private by using a domain name privacy or proxy mail service. By following these tips, you can reduce the risk of falling victim to domain scams and protect your online website identity for your domains.   Reporting Domain Scams to Your Domain Registrar   If you suspect that you have been a victim of a domain scam, it’s essential to report it to the relevant authorities. Here are some steps you can take: Report the scam to the Federal Trade Commission (FTC) using the link provided. Share the information about the scam on social media to warn others. Use the social media links provided to share the post. Report the scam to your domain registrar company such as Network Solutions. Contact the Internet Corporation for Assigned Names and Numbers (ICANN) Complaint department and let them know about the letter or email. File a complaint with the Better Business Bureau (BBB) if the scammer is a business. By reporting domain scams, you can help prevent others from falling victim to the same scam and bring the fraudsters to justice. Protecting Against Domain Name Scams   It’s essential to understand the different types of domain name scams to protect yourself and your online identity. Domain name holders must be vigilant about renewing their domain names to retain exclusive rights and maintain their online identity.   These domain name scams can be difficult to spot, but there are ways to identify them, such as recognizing phishing emails. The domain name renewal scam typically involves urgent phone calls or emails pressuring you to renew your domain names immediately and pay or risk losing your domain. The domain name renewal scam tries to trick people using phishing scams and deceptive tactics when registering names.   Awareness and reporting are crucial to protect yourself. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Watch out for fraudulent domain renewal notices that may look official but are not.   Domain registrations often come with options for renewal or transfer, so explore these to avoid falling for scams. Always verify the authenticity of the email or letter by contacting your registrar company directly.   Be aware of deceptive practices by companies that send official-looking letters from a domain registry, urging you to transfer your registrations under false pretenses.   Protecting Yourself from Domain Scams   Use a secure payment method to pay for domain name renewal. Recognizing legitimate renewal notices is essential to avoid unnecessary fees and potential loss of domain ownership for the customer.   Verify the authenticity of the email or letter by contacting your domain registrar company directly. Scammers often exploit the relationship with your existing registrar by suggesting that a transfer is merely a renewal process.   Monitor your domain name registration and renewal dates to avoid missing important deadlines. Scammers use various methods, including urgent phone calls and deceptive emails, to execute a renewal scam. Use domain locking to prevent illegal transfers.   Domain hijacking is another threat that can be mitigated by this measure. Registration scams typically manifest through fake renewal notices, creating confusion and unwarranted financial pressure. Keep your contact information private by using a domain name privacy service.   Scammers may trick owners through fake offers, exploiting confusion around domain registration and renewal. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration.   Fraudulent phishing scams often target website owners, using tactics to deceive them into believing they owe money or need to make changes to their domain or hosting services.   Understanding Domain Name Renewal Scam   A Domain name renewal scam is a type of intellectual property scam or confidence scam that target the owner. These scams can result in financial loss for businesses and individuals. The financial loss can be substantial, affecting both small businesses and large corporations.   Domain name scams can take many forms, including domain slamming, false offers to buy or sell domains, and fake trademark protection. It’s essential to understand the different types of domain name scams to protect yourself and your online identity.   Domain Registry of America is an example of a fake trademark protection service. They contact the website owner claiming to have a trademark right or warning someone else owns the rights to your name.   Check your expiration date and make sure your domain information is protected so you don’t lose control of your asset. Register and renew for extended periods.   Domain name scams often involve unscrupulous domain name registrars attempting to generate revenue by tricking businesses into buying, selling, listing, or converting a domain name.   These scams can be difficult to spot, but there are ways to identify scam tactics. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Always verify the authenticity of the email or letter by contacting your registrar company directly.   Be able to recognize scammer tactics by paying attention to blog post and article updates. Customers should also consider adding two-factor authentication for all registered accounts.   What is a Domain Name Scam?   A domain name scam is a type of intellectual property scam or confidence scam that targets domain name owners. These scams involve unscrupulous individuals or companies attempting to trick domain owners into buying, selling, listing, or converting domains.   The consequences can be severe, leading to financial loss for businesses and individuals, and even the loss of control over a domain name. Scammers often use deceptive tactics to make their offers or demands appear legitimate, preying on the lack of awareness among domain stakeholders.   Definition of domain name scams   A domain name scam is a fraudulent scheme where scammers deceive individuals or businesses into paying for fake registration services, overpriced renewals, or by impersonating legitimate registrars. It often involves phishing, domain hijacking, or misleading offers to trick victims into making unauthorized payments or losing control of their domain   Importance of awareness and prevention   Awareness is the first line of defense against domain name scams. The website owner must be vigilant and proactive in protecting their assets. This means being cautious of unsolicited offers, verifying the authenticity of emails and letters, and keeping domain registration information up to date.   By understanding the risks and taking preventative measures, website owners can safeguard themselves from getting scammed. Regularly monitoring domain status and using secure payment methods for renewals are also crucial steps in prevention.   Domain Registry and Scams   Domain renewal scams: fake notices and invoices   Domain scams are a common tactic used by the scammer to trick the owner into paying for unnecessary services or transferring their site to a different registrar.   These scams typically involve sending fake notices or invoices that claim the domain name is due for renewal. Often involving inflated prices, notices often appear to be from the a registry or a legitimate company, but they are actually from fraudsters posing as an internet registry   Swindlers use various tactics to make these notices or invoices appear legitimate. They may include the domain owner’s contact information and registration details, creating a sense of urgency by claiming that the domain names will expire or be lost if the renewal fee is not paid immediately.   They may ask for you to renew your domain and pay an exorbitant fee.This pressure can lead the holder to act hastily without verifying the authenticity of the notice or link.   They may also try an inflated price on the renewal scam for your website or use a scare tactic and tell you your name is about to expire if you don’t pay a fee   To avoid domain scams, website owners should be cautious of unsolicited notices or invoices. Always verify the authenticity of the sender by contacting the current registrar directly or checking the domain name holders registration information online.   Be wary of notices or invoices that create a sense of urgency or demand payment for unnecessary services. By staying vigilant and taking these precautions, domain parties can protect themselves from scams and maintain control over their domain names.   Protecting Yourself from Domain Scams   To protect yourself from domain scams, it’s crucial to be vigilant and take proactive steps. Here are some tips to help you avoid falling victim to domain scams:   Keep your domain registration information valid, up to date and secure so it never expires. Simply renewing ahead of time. Set a calendar reminder to be a step ahead Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Verify the authenticity of the email or letter by contacting your domain registrar or reseller directly. Use secure payment methods when you register and renew your site or domain name. Avoid Mail that contains your physical mail address. Address customer concerns by contacting customer support. Monitor your domain name registration and renewal dates to avoid missing important deadlines. Consider adding auto-renew as a double check for registering your asset before it expires. Use domain locking to prevent unauthorized transfers of your registered assets. Keep some money in the registrar account in case you have an issue with your credit card when you pay. Keep your contact information private by using a domain name privacy or proxy mail service.   By following these tips, you can reduce the risk of falling victim to domain scams and protect your online website identity for your domains.   Reporting Domain Scams to Your Domain Registrar   If you suspect that you have been a victim of a domain scam, it’s essential to report it to the relevant authorities. Here are some steps you can take:   Report the scam to the Federal Trade Commission (FTC) using the link provided. Share the information about the scam on social media to warn others. Use the social media links provided to share the post. Report the scam to your domain registrar company such as Network Solutions. Contact the Internet Corporation for Assigned Names and Numbers (ICANN) Complaint department and let them know about the letter or email. File a complaint with the Better Business Bureau (BBB) if the scammer is a business.   By reporting domain scams, you can help prevent others from falling victim to the same scam and bring the fraudsters to justice.
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The Rebranding of Second Nature

How Second Nature successfully rebranded and skyrocketed their business You may have heard of Second Nature, an air filtration subscription business based in Raleigh, North Carolina. Second Nature sells high-quality home air filters on a subscription basis, letting people access clean air conveniently. However, the company didn’t start with its current name. It was previously known as FilterEasy, before rebranding in 2019. Rebranding from FilterEasy to Second Nature reflected the company’s decision to become an all-encompassing “home wellness” brand instead of limiting itself just to filters. It was a sound decision that made the company more attractive to customers and investors. FilterEasy was a referral from one of our trusted partners to help identify the owner and secure the SecondNature.com domain name. They were budget-conscious and looked for a way to secure the domain name without investing all the capital on day one. They were looking for a domain consultant that could help assign value to the asset, and also protect the anonymity of the FilterEasy team. Second Nature is an ideal case study of how proper rebranding can boost a company’s fortunes. It’s something you can draw a lot of lessons from. Starting Out FilterEasy began in 2012 as the brainchild of two students from the North Carolina State University (NCSU). Kevin Barry and Thad Tarkington sought to help people access residential air filters conveniently. Their idea was to sell home air filters on a recurring subscription basis so that customers could change them regularly. Often, homeowners buy air filters and forget to change them at the recommended time. An unchanged air filter usually clogs up, and debris passes through, causing adverse effects. Hence, subscriptions represented an excellent reminder for customers to change their filters. FilterEasy passed through a local startup accelerator program and launched out of beta in 2014. It began by offering air filters in over three dozen sizes. Barely a year after its launch, it had amassed 10,000+ subscribers and grossed $1 million in annual recurring revenue, representing major success.

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