How Jon Payne Built and Sold Two 7-Figure Online Businesses

Introduction

Jon Payne’s path started in 1999 at Towson University, where an early E-Business program ignited his interest in online marketing. He toyed with HTML and saw the web as an untapped way to reach customers. Two internships in internet marketing gave him practice, and a few freelance gigs after graduation turned into Ephricon, his SEO agency.

Growing Ephricon

At age 22, Jon balanced a small marketing agency internship and side projects. His third client—a nonprofit—paid $780 per month, enough to cover rent and justify quitting job hunting. He used cold email at first, then leaned into SEO. A surprise call from California led to a $1,500 project within 30 minutes. Jon partnered with a developer so he could focus on SEO and project management.

Selling the Agency

After about 10 years, burnout and SEO algorithm worry pushed Jon to get a valuation. A broker hooked him up with Straight North. A spur-of-the-moment Google search led him to their acquisitions page. He filled out a form and, within weeks, had a signed LOI. Due diligence took 45–60 days and resulted in a low seven-figure sale. Jon stayed on for a year to ensure a smooth handoff.

Venturing into Amazon FBA

Freed up but bound by a non-compete, Jon waited then tried several ideas. In 2014, a friend explained that Amazon is a search engine where buyers are ready to pay. The “999 trick” let Jon estimate stock and sales volume. He tested over 100 products in spreadsheets, launched his first in early 2015, then built two more brands and entered Canada. By 2022, Illuminated Goods had $5M in revenue and sold to a major aggregator in another seven-figure exit.

Key Strategies

• Focus on where customer demand already exists: SEO for web leads and Amazon FBA for ready buyers.
• Partner to fill skill gaps—Jon handled SEO and management; developers and suppliers handled other tasks.
• Validate product demand with simple tests before investing in inventory.
• Use professional valuations and targeted outreach when ready to sell.
• Stay lean and focus on one platform with the highest volume.

Lessons Learned

Whether you’re building an agency or an e-commerce brand, pick a clear niche, master its core channels, and keep overhead low. Validate early, document processes, and know your exit plan. Jon’s story shows that a mix of data, timing, and smart partnerships can deliver repeatable seven-figure exits.