Really and as I have not realized earlier
The eternal search for Mr. Right has long been big business, but more of that business is moving online. Yet lucrative markets breed fierce competition. More and more dating apps hit every year, catering to more and more niche groups. There are now dating services for farmers, for Christians, and even for recreational drug users.
The eternal search for Mr. Right has long been big business, but more of that business is moving online. Yet lucrative markets breed fierce competition. More and more dating apps hit every year, catering to more and more niche groups. There are now dating services for farmers, for Christians, and even for recreational drug users. Consumers are spoiled for choice, and that means dating apps must find ways to stand out from the crush of services promising a simpler route to love.
The best we can do is facilitate introductions, and make it more straightforward and simple for people to meet. We see marriage age increasing and marriage rate declining. It just means that they are dating for a longer period of time.
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I think during that time they need tools to help them meet the types of people they want to meet. Just using a geographic proximity filter the way some mobile apps do is not a great filter for anyone, in terms of showing you really relevant people who you really want to meet. I think that our model really addresses those trust, safety, and accountability concerns. The fact that people can see who they already know in common means there is more accountability and a more instant sense of trust that I think promotes more honest user behavior.
Building a brand that can scale is one of the biggest challenges, industry-wide. It sounds so obvious but it just takes a huge network in order to be able to show people the types of people they want to meet. Because of that, the way people act on dating apps has gotten a lot better.
Yes, I think so. You definitely need a full-court-press approach to grassroots-style PR and marketing. You want to do events, message your users, and get their feedback. Your founding users are the ones that are going to go to bat for you and be almost like ambassadors for the company. I always equate it to opening a bar, where your brand is kind of set by your grand opening.
Is it a hipster bar? Is this a bar where people come and mingle, or is this a bar where you come with friends and nobody really talks to each other?
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You kind of expect the place to have a personality, a vibe, a culture really. Dating apps are exactly like that in online form. Number two is men browsing photos of women they know.
Women are different. Also, I think one of the challenges of dating apps is that dating is probably the only industry where the longer the users use your service, the angrier they get at you.
We really target our communications to them. Then once you get a small group of people to become your champions, they start doing the messaging for you.
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