How Nik Sharma Acquired Nik.co Through Persistence and a Payment Plan

Nik Sharma, the branding expert behind Sharma Brands, knew the power of a memorable domain. But when he found the perfect one—Nik.co—he was financially strapped. His solution? Put it on a payment plan and pay $500 a month for a year.

A Journey from High School Curiosity to Domain Obsession

Nik's interest in branding and domains began in high school, largely influenced by his neighbor, Jesse Pujji, who started Ampush and scaled it successfully. Nik spent time observing Jesse and his colleagues, which sparked his interest in marketing and the significance of branding through memorable domain names and social media handles.

Seeing creative email addresses and Twitter handles among his peers made him realize the importance of easily recognizable and memorable names. This early exposure laid the foundation for his later ventures into acquiring domains that would represent his personal brand.

The Search for the Perfect Domain

Fast forward a few years, and Nik found himself in the thick of a personal branding quest. He wanted something simple, memorable, and representative of his identity—Nik Sharma. However, as with many common names, finding the perfect domain was no easy feat.

He shared a healthy rivalry with another Nik Sharma, a celebrity chef. Both humorously bonded over their shared annoyance with a third Nik Sharma, a realtor in Ontario, Canada, who owns NikSharma.com but refuses to sell it.

The $7,000 Payment Plan

Nik experimented with several options, including variations like NikSharma.co, but ultimately discovered Nik.co. At the time, he was financially strapped, but he recognized the domain's potential.

His solution was creative: put it on a payment plan, shelling out $500 a month instead of paying $7,000 upfront. It took a year to fully pay off, but once he did, he transferred it to GoDaddy and built a site around it.

Domains as Digital Real Estate

Nik likened domains to digital real estate—investments that grow in value and can be used for a lifetime. His decision to purchase Nik.co wasn't just about branding; it was a strategic move that has since paid off in spades.

The simplicity of the domain not only makes it easy to remember but also adds a level of sophistication to his personal and professional brand. Nik.co has become a central part of his brand, used for everything from email redirects to a hub for his professional activities.

The Hint.co Story: A Lesson in Domain Negotiation

Nik didn't just stop at his own domain. During his time at Hint Water, he took it upon himself to secure the domain Hint.co. The company's digital presence was fragmented across various platforms, with inconsistent handles and URLs.

The process of acquiring Hint.co was a masterclass in domain negotiation. Nik pretended to be a college student working on a thesis project to lower the asking price from $50,000 to $5,000—a clever tactic that ultimately saved the company $45,000.