Discount codes gamification for WP sites. Sold on the Microns marketplace for $800 on $680 annual revenue.
Priced against revenue rather than profit, Discount Codes WP Plugin sold at 1.2× annual revenue, below the 2.3× median across the 249 deals with a disclosed revenue multiple. Revenue multiples run higher than profit multiples because they ignore the cost of running the business, so they are only comparable between businesses with similar margins.
The $800 sale price puts it in the bottom quarter of the 570 deals with a disclosed price here, where the median is $20,000. Most indie acquisitions cluster well under the headline numbers founders read about, which is exactly why a real distribution is more useful than an average.
This database tracks 190 Developer Tools exits, and the ones that disclosed a price sold at a median of $23,000. Category matters more than founders expect: buyers apply different discount rates to a content business, a mobile app and a B2B tool even at identical revenue.
From founding to sale took 3.0 years. The deal closed through Microns, one of 187 exits in this database that went the same route. Time to exit is a decent proxy for how built-to-sell a business was: shorter, cleaner processes usually mean documented operations and fewer surprises in due diligence.
See how this compares across the market on our market stats page, or browse more Developer Tools exits.