Business Name


Business Model


Asking Price
Multiple 1.0x
Open Source Theme framework for WordPress, build with Bootstrap 4
This business owner has manually entered their financials
This business owner has connected their site traffic with Google Analytics

Facts and Figures

Date of Founding
Full-Time Staff
Owner Operated
Annual Revenue
Annual Expenses
Annual Net Profit
Profit and Loss
Evidence of Revenue
Note: Where the business is less than 12 months old the annualized data represents total sales for the period of operation.

Recent Performance

Month March 2019 April 2019 May 2019
Revenue $417 $261 $269
Expenses $14 $14 $14
Net Profit $403 $247 $255
Month June 2019 July 2019 August 2019
Pageviews 48,762 51,971 8,201
Users 12,752 13,521 2,564

Note: Traffic data was provided on 06 August 2019. Enquire for more recent data.

Business Description

UnderStrap is a open source theme framework for WordPress, based on Bootstrap 4.

How does your business make money?

  • Advertising
  • Users may tip me (via gumroad.com)
  • Commercial child theme

Why should someone buy this business?

Its a solid entry point into the WordPress business and open source development world. Established in 2015. More than 2000 stars on GitHub, used by Intel, NGINX, mattermost.com and other companies.
It was downloaded around 200.000 times (on wordpress.org, gumroad.com, github.com and npmjs.org)

Was named as #6 of 21 Best WordPress Starter Themes for Developers in 2019 (https://www.wpbeginner.com/wp-themes/21-best-wordpress-starter-themes-for-developers/) on wpbeginners.com.
And as #4 of Top 9 WordPress Starter Themes (https://www.bootstrapdash.com/wordpress-starter-themes/)

What is included:
- The domain understap.com
- A copy of the website understrap.com and all subpages
- The Github organization ownership
- The Twitter account ownership
- Mailchimp list with over 5000 subsribers
- The commercial child theme "Core" and all rights
- The wordpress.org account ownership
- The npmjs.org account ownership

How can the future owner improve this business?

I never spend much time for monetization. But besides the open source and free parent theme I launched a "test balloon": "Core" is a commercial child theme for UnderStrap (https://understrap.com/core-child-theme/). So one idea was (and may be yours for the fututre) to build up a marketplace around UnderStrap.
Another way is to place ads on understrap.com (there is already a carbon ads area).
Or you can offer professional support and custom services around the framework.
I also received a lot of requests like "can you help me building my WordPress website...?" So it might by a starting point for a freelancing business.

Why are you selling this business?

UndeRstrap was always a side-project for my. Luckily I was able to spend some time on it within my former job as frontend engineer. Now I changed my job (company and title) and at my new company we don´t use WordPress in any way. And as a father of three there is not much spare time left to spend, while the project is growing and needing more intention.

Business Strengths

  • High Barrier of Entry to Market
  • Length of Operation in Niche
  • Low Time Commitment Required
  • Passive Revenue
  • Well Established and Unique Brand

Opportunities for a new owner

  • Launch New Products
  • Introduce Further Revenue Streams
  • Develop New Features

Key day-to-day operations

  • Customer Support / Service
  • Programming / Development


  • Email Marketing
  • Twitter
  • Word of Mouth


  • Brand assets
  • Custom technology
  • Customer databases
  • Domains
  • Relevant email accounts
  • Social media accounts
  • Website files, source code and content

Social Media


Post sale support

This is support provided by the seller when transitioning the business to a buyer.

Not Included

About the Seller

Holger Koenemann

Verified Account


I´am a designer and developer from germany