Name lesson on CNBC’s The Profit — A domain

Firm upgrades from .net to .com following The Profit host Marcus Lemonis invests in business.

Over the holidays, CNBC’s The Profit featured a store in Santa Claus, Indiana called Santa’s Toys.

On The Profit, host Marcus Lemonis invests in a business and works one-on-one with its owners to help it improve.

In this episode, Lemonis invests $75,000 in the business but lets the owner keep 100% of the store. He’s more interested in the nascent e-commerce business, of which he negotiates for 50%.

There’s a big problem with Santa’s Toys web presence, though. It’s on SantasToys.net instead of .com.

Around the 5 minute mark of the episode, Lemonis asks the owners why they went with .net instead of .com. They stated the .com domain was more expensive each year.

Actually, the problem was that the .com was registered well ahead of the owners got SantasToys.com.

Lemonis doesn’t like .net and blames some of the site’s lackluster success on the choice of domain. “Maybe since nobody knows .net,” he states.

He buys SantasToys.com as part of the site relaunch.

It’s an interesting episode that you can check out here.

(Hat tip: Bill Sweetman at Name Ninja)