We work to the principle of selling a website at 8 times its annual revenue, which has worked well for many year. Since the Credit Crunch many investors have tried to drop that to 5 years. Yesterday we were approached about selling one of our sites. However I got the feeling that when I quoted the price tag they were somewhat thrown by it. Obviously they could have been time wasters, chancers or simply delusional. Perhaps I am the one being delusional. One of our sites Turns over around £35k per year in advertising revenue, this does not include sundry revenue that we take in for text links, media partnerships or adsense revenue. It has for the past 2 years now had 100% rebook rate from advertisers, who, bearing in mind approached me as I am hopeless on the phone selling myself. I have created sites and concepts for others who have gone on to sell off the back of it to earn around £150k in advertising with only 4 short campaigns over the year. For commercial reasons I am not going to post the domain or market on here. The price I quoted was £1/4 million, a price less than what SEDO was marketing just the domain at 2 years ago. Am I crazy to lower the price considering that its a hugely emerging market that has not even started to peak. A market estimated to be worth trillions globally till 2025 at the very least. Oh and the site has been quoted in: Wall Street Journal, Discovery Channel, TIME, ABC, BBC and well too many other outlets to mention. Its a news and information site that has fresh unique professionally written daily content.. I know it has potential, but time and location has prevented me from expanding. With a couple more editors and sales staff I know it could be. Currently its keywords have an Avg CPC of £10.26 on Google which is twice that of the year before and appears to be rising almost monthly. The domain is HIGHLY descriptive of the industry and is the exact term used by all parties including industry, government and consumers alike. I don't think for one second that I should try to market it for less, in fact I would be more inclined to ask for more. However I maybe to close to all this and taking it personally considering the 5 years I have put into it to build it to what it is today. Thoughts, comments and slaps welcome.