Listing guidelines

The basic principle: honesty

Everything in your listing must be true and capable of being documented to a serious buyer. Better a modest figure that holds up than an impressive figure that falls apart in due diligence. Listings that give a misleading picture will be removed — even if each individual piece of information is technically correct.

Figures and key figures

• Revenue and profit are stated as annual figures for the last 12 months (or since launch, if the project is younger — state this in the description). The editor also shows monthly figures but stores annual figures.
• Profit is after all ongoing costs you know of: hosting, licences, advertising, purchase of goods, freelancers and fees. Your own working time must be mentioned if it is significant — e.g. “approx. 10 hours a week”.
• Traffic must come from an analytics tool (e.g. Google Analytics, Plausible or Shopify), not from an estimate. State whether the figure is visits or unique visitors.
• One-off income (e.g. a single large sale or a purchase of a competitor's customer list) must be mentioned so that it does not look like recurring revenue.
• If a significant part of the revenue depends on one customer, one supplier or one traffic source (e.g. one Google ranking), this must be stated.

Documentation

You must be able to provide documentation for your figures when a serious buyer asks for it — typically after an NDA. Feel free to put it in the data room from the start:

• Exports or screenshots from the payment provider or webshop platform (revenue per month).
• Income statement or bookkeeping export showing the costs.
• Screenshots of, or access (read access) to, the analytics tool for traffic.
• Documentation of ownership of the domain, accounts and any trademarks.
• For SaaS: MRR, churn and number of paying customers over time.

Manipulated screenshots or documents are fraud. This leads to permanent closure of the account and may be reported to the police.

Images, video and description

• Images must show the project being sold — e.g. screenshots of the front page, product pages or dashboard. Stock photos may only be used as a supplement.
• You must hold the rights to images and text. Do not copy other people's listings.
• Hide personal data about customers (names, emails, addresses) in screenshots.
• Video must be a link from YouTube, Vimeo or Loom and be about the project.
• The title must describe the project — and must not contain “!!!”, whole words in capital letters, phone numbers or links.
• Contact details, links to external payment pages and encouragement to trade outside Sitavo do not belong in the listing text. Use the messages.

What may not be sold on Sitavo

• Projects that are illegal, or whose business is illegal in Denmark — e.g. unlicensed gambling, drugs, weapons, prescription medicines without a licence, or counterfeit goods.
• Customer databases, email lists or personal data sold separately, or where the transfer is not lawful under the GDPR.
• Hacked, stolen or “borrowed” accounts, domains, source code or content that you do not own.
• Accounts on social media or platforms whose terms prohibit sale — unless you have documented permission.
• Projects that live primarily off spam, fake reviews, click farms, phishing or misleading marketing.
• Pornographic content, content that sexualises minors, or content that incites hatred, violence or discrimination.
• Pyramid schemes, “get rich quick” schemes and financial products that require authorisation from the Danish Financial Supervisory Authority (Finanstilsynet).
• Your own services, working time or freelance work. Sitavo is for selling businesses and assets that can be handed over to a new owner. You can sell your web agency with its clients and contracts — not offer to build websites. Listings with, for example, an hourly rate, “I build websites from …” or “contact me for a quote” are sent for manual review by Sitavo and rejected if they sell a service.

Visibility, NDA and verified buyers

You can choose for the listing to be public, to be shown in full only to verified users, or to require an NDA. If the listing requires an NDA, the public part must still give an accurate overview — but you may hold back, for example, the domain name and exact figures until you have approved the buyer.

One listing per project

• Only create one active listing per project. Duplicates will be removed.
• If you change the price or figures, edit the listing — do not create a new one to get to the top.
• If the project has been sold, including outside Sitavo, the listing must be marked as sold or taken down immediately.

Moderation

We may review listings before they go public, and by random sampling afterwards. Users can report listings, messages and reviews — every report is read by a human.

1. Rejection or correction: If a listing does not comply with the guidelines, we reject or hide it and explain why. You can correct it and publish it again.
2. Warning: For repeated or more serious violations, you will receive a written warning.
3. Restriction or closure: In cases of fraud, false documentation or repeated violations, we close the account.

Appealing a decision: Every decision comes with a reason and a link to appeal. You can appeal free of charge within 6 months — also if your account is suspended. A member of staff who did not make the decision reviews the case, and you receive a written, reasoned reply. If your appeal is upheld, we reverse the decision. If you have lost the link, write via the contact form. If you still disagree, you can bring the matter before the Danish courts.

Report a listing

Use the Report button on the listing — you do not need an account. Without an account, you give your name and email. For illegal content, we ask you to explain why the content is illegal, and you declare in good faith that the information is accurate and complete. You receive an email receipt when we have received the notice, and a message when we have made a decision. The person you report is not told your name or email.

You can also report from the conversation, the offer or the review — or write to [email protected] with a link to the listing. If you have been defrauded, also report it to the police.