In this episode the hosts dissect a $19 million “painting‑on‑demand” e‑commerce business making ~$15 million in sales and ~$3.67 million in earnings, and debate whether the price tag is justified given a crowded market and uncertain moat.

Business Listing – https://mailchi.mp/websiteclosers/new-deal-alert-online-art-gallery-ecommerce-brand-handmade-paintings-collection-strong-repeat-order-rate-3600-48-star-reviews2?e=42dc999128

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The business under review is a niche e‑commerce company in the custom hand‑painted art space: a made‑to‑order model with no inventory, ~$15 million in revenue (~$14.963 million) and ~$3.67 million earnings, asking price ~$19 million. The owners claim high average order value (~$1,500), ~20% repeat customer rate, ~30% net margins, and growth since 2020.

Key Highlights:
- Asking Price: ~$19 million for revenue ~$14.96 million and earnings ~$3.67 million.
- Business Model: custom hand‑painted art on demand, average order value ~$1,500, ~20% repeat customers, claimed ~30% net margin.
- Operational Setup: no inventory, contractor‑based production, D2C Shopify site, paid media + email automation driving growth.
- Risks: Extremely crowded market (many “print on demand” or custom art providers), potential rising customer acquisition cost, young business with limited track record.
- Strategic Questions: Does it have a compelling moat (exclusive artist network, unique IP, proprietary customer funnel)? Could a larger buyer replicate or disrupt the model? What happens if ad costs or competitor entry escalate?

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E392: Faux Real | Making 'Faux Ever'