Overview

This is a two-year, fully automated online education business operating in the cacao & spirituality niche. The asset sells structured LearnWorlds courses (four premium programs) and has a repeatable funnel (Meta/Google ads + SEO + email) that produced strong unit economics in the latest 12-month window. Reported highlights include ~1,100+ paying students, excellent satisfaction scores (≈9/10), a very low refund rate (0.51%), and clear levers for fast growth (subscription, upsells, physical cacao/retreat add-ons).

There are two slightly different, but reconcilable, performance snapshots in the materials you provided:

• Seller / calendar 2024 figures: Revenue $122,881, Net Profit $60,343 (profit margin ≈49%).

• Rolling 12-month (Feb 2024 → Jan 2025) detailed month table: Revenue $113,100, Net Profit $55,822 (profit margin ≈49%).

Both point to the same core reality: high margin (~49%) and consistent cash generation for a light touch operation (5–10 hours/week).

Asking price of $89,964 equates to roughly 1.49× trailing profit (using $60k) and ~0.73× trailing revenue  a conservative multiple that implies attractive near-term cash-on-cash returns if performance holds.

Key insights 

Website performance & metrics

• Website speed: Not explicitly provided. Hosted course delivery via LearnWorlds; front-end site on the listing appears professionally designed. Action: confirm GTmetrix/PageSpeed/LearnWorlds delivery SLAs in due diligence.

• Product variation / SKUs: Product set is course-centric  four premium programs + certification and digital assets. SKU count is intentionally small (focused catalog). Opportunity to add subscription tiers, physical cacao SKUs, and live event/retreat offerings.

• AOV / ARPU: Using published numbers, Revenue / #students ≈ $112 per student (122,881 / 1,100). This is a reasonable per-student ARPU for digital education in this niche. If students buy multiple programs, AOV risesclarify average products per student.

• Repeat customer / retention: High engagement reported, but explicit repeat-purchase rates or subscription churn not provided. Referral and word-of-mouth described as strong. Action: obtain LTV, repeat purchase rate, and subscription churn if any pilot subscriptions exist.

• Website conversion rate (estimate): With ~177K unique visitors and $113k revenue (rolling 12 months), estimated conversion rate ≈ 0.5–0.7% (assumes ~ $110 AOV). This is an order-of-magnitude estimate  verification required with funnel/checkout order counts.

• Design & presentation: Professional branding and course structure with certification pathways. UX appears appropriate for high-price digital products.

• Brand positioning & sentiment: Strong niche brand positioning (ceremony, spirituality, cacao). Internal NPS/satisfaction high (9/10) but no Trustpilot reviews or external social proof listed  a gap for trust building in new markets.

• Marketing & efficiency: Mix of paid acquisition (Meta & Google), SEO (37K organic visitors), email automation (ActiveCampaign), and a 20% commission affiliate program. Funnel reportedly optimized  but CAC and ROAS are not supplied.

• CAC & scalability potential: Given a ~49% margin and the ad channels reported, there appears to be material scalability potential, particularly by (a) launching subscription/membership pricing, (b) expanding high-ticket coaching/retreat upsells, (c) scaling SEO and partnerships. However, without CAC / LTV, the true scalable spend level is unknown.

Financials 

Across the provided windows, the business demonstrates healthy profitability and cash generation for a young digital education business. The rolling 12-month P&L (Feb 2024 → Jan 2025) sums to Revenue $113,100; Net Profit $55,822(avg monthly revenue ≈ $9,425; avg monthly profit ≈ $4,651; margin ≈ 49%). Seller-reported calendar 2024 figures are slightly higher ($122,881 revenue; $60,343 profit). Both datasets confirm strong margins driven by low fixed costs (platform + marketing), low refunds (0.51%), and automated sales flows. The asking price $89,964 implies an attractive cash-on-cash yield (~62% using $55,822 profit or ~67% using $60,343), but premium upside depends on validating CAC, retention, and the sustainability of recent revenue months.

Marketing (paid & organic)

• Paid channels: Meta & Google ads were primary acquisition drivers. Need full ad account access to verify historical ROAS, day-by-day performance, creative libraries and whether spikes were one-off or repeatable.

• Organic channels: Strong SEO footprint (37k organic visitors reported; 177k unique overall traffic). Opportunity to accelerate organic through thought leadership (podcast, YouTube), content clusters, and partnerships with cacao communities and wellness influencers.

• Retention channels: ActiveCampaign sequences and Instagram engagement are in place. Email list size not supplied in the packet  this is a critical missing asset to value (email monetization is typically the highest ROI channel).

• Affiliates: 20% program active a good acquisition lever. Verify top affiliates, payout schedule, and compliance.

Operational efficiency

• Workload: Owner reports 5–10 hours/week  largely content updates and IG/email engagement. Delivery is automated via LearnWorlds; payments via Stripe & PayPal.

• Team: No full-time employees required. Low overhead supports margin sustainability but increases vendor/key-person risk if co-founder departs.

• Systems: LearnWorlds, ActiveCampaign, Stripe/PayPal standard and easy to transition, provided credentials and admin-level transfers are clean.

Customer data & relationships

• Students: 1,100+ paying students; high engagement and satisfaction. Refunds minimal (0.51%).

• Email list: Not provided (gap). Email list size and segmentation will materially affect valuation; request full export and deliverability metrics.

• External reviews: 0 Trustpilot reviews is a weakness for external validation; internal satisfaction is strong but verify via screenshots, testimonials, and course completion/certification stats.

• Geography: International (courses taught in English). This widens TAM but also implies diverse payment, tax, and compliance considerations.

Legal & compliance due diligence

• Jurisdiction: Business located in Florida, USA. Confirm legal entity, bank accounts, tax filings, and transferability of accounts (LearnWorlds, ActiveCampaign, ad accounts).

• IP & content licensing: Verify ownership of course content, recorded sessions, music, images, and any third-party materials (licensing agreements).

• Payment and data compliance: Confirm Stripe / PayPal histories, chargebacks, and GDPR/CCPA compliance for international students (privacy policy, cookie consent).

• Affiliate & partner contracts: Confirm written affiliate terms and whether any partner agreements restrict transfer or have change-of-control clauses.

• Seller transition risk: One co-founder is exiting — confirm handover plan, non-compete terms, and owner involvement period post-sale.

Detailed Financial Report

Monthly P&L (Feb 2024 → Jan 2025) provided figures: (Contact Seller For Full Monthly P&L Info)

Alternate seller-reported calendar 2024: Revenue $122,881, Profit $60,343 (margin ≈49%).

Valuation multiples & deal math

• Asking price: $89,964

• Asking / Profit (using $55,822): 1.61× (note: earlier calculation showed buyer pays ~1.49× if using $60,343) reconcile in negotiation using definitive profit figure from seller.

• Asking / Revenue (using $113,100): 0.80×.

• Implied cash return (trailing): ~62% annual return (using $55,822 profit). Even using the higher seller number the implied return is >60%. This is unusually attractive and suggests the asking price is conservative given current profitability  provided the numbers are verified and sustainable.

Challenges identified 

1. Key person / transfer risk: Co-founder exiting creates transition risk. Does the departing founder hold essential relationships, IP, or account credentials? No clear handover plan included.

2. Data gaps / verification needs: Email list size, exact CAC, ROAS, full ad account histories, LTV, and customer churn are not supplied. These are the most load-bearing items for validating scalability.

3. Dependence on paid channels: While SEO contributes, there is still significant reliance on paid ads. Without CAC and consistent ROAS snapshots, paid scalability is unproven.

4. External social proof thin: Zero Trustpilot reviews  internal satisfaction is high, but external validation is missing and could constrain expansion to conservative buyer segments.

5. Seasonality & month volatility: Monthly revenue shows spikes and dips (e.g., Feb/Apr/Nov strong; Oct/Dec softer). Need to understand campaign timing, seasonality, and whether spikes were driven by one-off promos.

6. Product concentration: Revenue concentrated in digital courses; limited physical product or recurring subscription revenue today. This raises questions about diversification and long-term LTV without a subscription.

7. Intellectual property & content licensing: Must confirm content ownership and license terms for any co-created or third-party materials.

8. Regulatory nuance: Spiritual/ritual product positioning has reputational & compliance sensitivities in certain markets  check local laws for “edible cacao” product claims if physical SKUs are added.

Recommendations 

A. Immediate due diligence (must-haves before any binding offer)

1. Full financial pack: 12–24 months of bank statements, Stripe/PayPal statements, and tax returns to reconcile the two revenue figures ($113k vs $122k).

2. Ad account access: 90-day and 12-month ad reports (cost, installs, purchases, CAC, ROAS by campaign).

3. Email list export & metrics: Size, segmentation, open/click rates, historical revenue attributed to email.

4. Student / order export: Exact number of unique customers, number of orders, average orders per customer, refunds/disputes.

5. Platform & admin credentials: LearnWorlds, ActiveCampaign, domain registrar, Stripe/PayPal, affiliate dashboard access.

6. Legal docs: Affiliate agreements, IP assignments, co-founder separation agreement, any vendor contracts.

B. Growth opportunities to prioritize post-acquisition

• Launch subscription/membership tier + community to convert single-purchase students into recurring revenue.

• Create high-ticket upsell (1:1 coaching, certification cohorts, retreats) that can significantly raise LTV.

• Systematize external reviews (Trustpilot, CourseReport) and case studies to reduce friction for new buyers.

• Expand SEO content into pillar pages, podcast/YouTube to capture long-term demand.

• Trial physical cacao products as a high-margin cross-sell and brand extension (validate supply, compliance).

• Scale the affiliate program with formal audience partners and tiered commissions.

C. Negotiation guidance

• Asking price (~$90k) is reasonable versus provided trailing profit  it’s conservative relative to the business’s cash flow. Use due diligence to confirm the exact trailing profit used for valuation.

Conclusion 

Short answer: Proceed to a structured diligence phase.
This turnkey e-commerce store is a high-margin, well-positioned digital education business with immediate upside via subscription and upsell strategies. The asking price appears conservative relative to trailing profit; the business can deliver strong near-term cash returns if the reported numbers are accurate and the founder transition is smooth.

However, two critical unknowns must be resolved before a purchase decision: (1) full verification of financials and ad performance (CAC / ROAS / LTV) and (2) clarity on the seller/co-founder transition (access, knowledge transfer, non-compete). These items will materially change the risk profile and the appropriate multiple to pay.