“We knew we could create a resource that not only filled a void in the marketplace, but was professional in appearance and delivery,” said Moody.
It is important to note that DLF does not host any leagues or provide any actual fantasy league services. Instead, the site provides information, advice, analysis and tools for helping people who participate in dynasty/keeper fantasy football leagues.
“Folks participating in these leagues are always looking for a competitive advantage, and we believe we offer them that advantage,” said Moody.
The three partners, Moody explained, had the “perfect balance of skills.” Moody, an IT manager for a local commercial real estate firm, has extensive website development experience. Longview resident Ken Kelly, a training and development manager for a local financial institution, has a passion for writing. And Jeff Haverlack, a vice president of IT for the same institution who lives in La Center, has a strong business background.
Although DLF was the first dynasty fantasy football-focused website, after a few years similar sites began to appear.
“We had a choice to make,” said Moody. “Either aggressively pursue growing the site, or watch it be blown away by newer, competing sites.”
In response, the partners established Fantasy Sports Enterprises LLC, with a business plan for continued growth. The new business model offers “premium content” for paying subscribers, while still offering free information and support for non-subscribers. Moody and Haverlack reported that the first year they offered subscriptions exceeded earning expectations and they have already surpassed 2012’s earnings this year. Having an income stream, said Moody, enables DLF to attract and retain high-quality freelance fantasy sports writers from all over the world.
Recently Google established a fantasy football community on their Google+ platform (see #FFCentral), and reached out to several fantasy football advice sites, including DLF.
“With Google backing and promoting this resource, it’s sure to grow rapidly and it’s exciting to be in on the ground floor of a Google-sponsored community,” said Moody.
Moody said social media has been a “key element driving our growth.” DLF has a Facebook and a Google+ page, but Moody said that Twitter has been without question the most important social media tool. With the help of a forum member – who later became a junior partner – the DLF Twitter account has grown from about 25 followers in 2010 to more than 1,500.
“We have grown our readership, made business connections, developed key partnerships, found new writers, and further defined our brand through the coordinated use of Twitter,” said Moody. “I cannot think of any single avenue more important to a business – in particular an online business – than Twitter.”
Around that same time, DLF engaged two other forum members (Jarrett Behar and Tim Stafford) to create and operate a DLF podcast. Moody said these two high-quality, talented individuals have grown the DLF podcast “into one of the most respected dynasty podcasts in the industry.”
DLF generates advertising income through ads from a sports advertising company, owned by USA Today. Moody said that DLF regularly syndicates some of its content through the USA Today website, and DLF was recently featured for a full weekend run of the newspaper’s print version as part of the Fantasy Football Week in America promotion.
“They have been outstanding to work with, and we’re excited to see where this partnership leads,” said Moody.
According to Moody, building relationships with entities that provide complementary services, and using these networks to promote each other’s offerings is much more rewarding than traditional marketing efforts.
“Success and growth come with building positive relationships with other quality people in the industry,” Moody said – whatever that industry is.
“We’re committed to having the best fantasy football community on the planet, and can leverage that community into bigger and better things as we grow,” concluded Moody.
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