Match.

Com
by:
Ashima Talwar
Chandni

Chani raj
Deepika Dua
Isha Gupta
Isha kakaria
Jasneet Saluja
Sameer
Shobit
Saurav
nenawati
Surbhi Awasthi
Sonam juneja
 R u single
Lonely
Or just like to chat

Join
Match.co
m
•The World's Largest Online Dating Website
(Guinness World Records)

•Headed by Barry Dilller(CEO & Chairman)

•Launched – April 21,1995.

•Subsidy of ticket master- july 1997

•Tie ups with several website

–Newyork magazine
–Chicago magazine
–swoon.com
–Marsvenus.com
INTRODUCTION (Cont..)
* Entered tapping the global market
through allaiance with
MSN (UK)
TISCALI (France, Spain)
America on line (Japan and US)
T-online (Germany)

* Conducted surveys to understand

expectations and outlook on friendship,
romance, long term relationships and
marriage

* Appreciated as the best site by Jupiter

research
 MARKETING
MATCH.COM
When You’re Serious about
LOVE..!!!
It pioneered the concept of ONLINE DATING.
It redefined the way people Meet and develop
Relationships.
It helped in better understanding of their
expectations from Dating, Friendship,
Romance and Marriage.
It helped its users to create good personal
profiles.
Match.com going Global
Match provided Online Dating Services on:
- MSN across Europe , Asia, the US, Latin
America.
- AOL in Japan and the US
- Tiscali in France, Spain and Italy
- Wanadoo in Spain
- T-online in Germany
Marketing Techniques

Strategic Tie-ups with New York Magazine and

Chicago Magazine websites in 2001.
Partnerships with Swoon.com , a website that
provided range of astrology related services.
Agreement with John Gray’s relationship
website that enhanced the image of Match
Introduced Novel Services With Glamour
Shoots that provided a free makeover and
portrait session to its users.
ATTRACTIONS..!!
Strategies adopted by Match.Com for growth
Other features:
Generate a large customer
base by:
Tie ups for growth:
Match partnered with Mercedes Benz for an event
in Miami called ‘Wheels of Attraction’.

Partnered with mobile media company Enpocket

who offered mobile internet on Spirit Power Vision
Phones.
- allowed users to create profiles, upload
photos, search profiles and to chat with like
minded individuals.
- wireless presence offers the individuals
to connect with each other anytime, anywhere.

Major technical step to upgrade the site from the

classic Active Server pages to Microsoft ASP.NET
 It was the most popular online dating site
worldwide(15 million members across 6
Personal sites struggled to
continents)
differentiate in their offerings and
Operated more than 30 online dating sites in services to customers
18 local languages spanning more than 32
Did not conduct background checks
countries
or criminal checks of its members
Registered members could upload their profile resulting in disappointment due to
free of cost false information

Conducted Market Research of singles in Suffered from lack of advanced

Europe and US features on its international sites

Provided Profile assistance and other features Websites carried too many
like video e-mails, phone calls , 2-way matching advertisements making it appear too
system revenue focused

Conducted regular Technical Up gradation of

STRENGTHS
its site SWOT WEAKNESS
Analys THREATS
OPPORTUNITIES
Conversion of free
members into paid
is Competition from
members niche sites such as
Gay.com,
Technical advancement Christiancafe.com and
gave them opportunities to eharmony.com
improve its existing
products and innovate to Yahoo! Personals on
bring in novel and user the personality
friendly services for matching front
 The chart compares total site traffic to total active members for the
top online personal sites. By comparing these two numbers, its
possible to see how factors such as acquisition efforts, site design,
and audience impact site usage.

 Mate1.com and True.com both do a terrific job of driving visitors to

their sites, but this traffic simply doesn’t convert. Members
represent 13% and 24% of total visitors (respectively).

 HotorNot.com members also make up a small share (21%) of total

visitors, but this results from the fact that visitors can rate
members (the main draw of the site) without being a member
themselves.

 Plentyoffish.com, a service built on ad revenue. More visitors

become members because the service is completely free, and the
site generates an a great deal more money because members
consume considerably more pages.
 The chart above shows overall member involvement
(measured as the total number of times a member accessed
each site). Since this metric is a function of both total
members and member activity, it paints a more accurate
picture of each site’s base.

 SinglesNet.com, ranked 4th in terms of UVs, ranks first in

total member visits at over 27 million . A fairly open
platform and free trial membership helps encourage
registration.

 PlentyofFish.com, despite having around 1/5 as many

visitors, nearly ties Yahoo Personals in terms of total visits.
The entirely free service encourages users to communicate,
and drives Plentyoffish members to visit the site an average
of 14 times a month.

 While the represent major dating services in terms of total

visitors, both True.com and Mate1.com look like they
compete more with Niche site BlackPeopleMeet when
compared on the basis of member visits. Aggressive
acquisition and sales tactics are prime factors in their
equally low repeat visitation (around 5 times per month per
Online Dating Features
Service
Yahoo! Personals Profile searchable or shared with people one chose,
Anonymous messaging , compatibility testing
eHarmony.com Detailed personality profile , e-mail

Plentyoffish.com Chat forum, humorous videos, area to rate members ,

search by birth date , gender, zip, code, region.
Match.com Video profiles ,instant messaging , e-mail, keyword
searches, two way matching
SinglesNet more features than any other free dating site, send
and receive email as well as use their compatibility
Matchmaker matching
chat roomssystem.
and instant messaging with voice and
video greetings , Assisting with filling out profile .
Lavalife Instant messaging , video clips, e-mail, online chat,
three division – dating, relationships, intimate
encounters.
 Strategies
Keep listening to customers and stay close to them.
Provide superior customer service and experience. Take feedback
at regular intervals .
Constantly review profiles and check for credibility of the
customers.
TV is still the biggest media out there and for most advertisers it's
still the most effective. While Match.com was successfully finding
love for its subscribers make the brand to live offline and attract
new members.
 Creates an online competition that allow a man and a woman to
pitch for love, live on TV.
Getting better conversions from your dating
website is critical to overall profit of the site
and competing against niches.
Links
Every external link on page may drive potential
sign ups away. They may opt to visit the links
instead. Remove all the irrelevant links
basically, make them focus on your dating
services.
Content
Content is king to have better conversions.
What you say makes a BIG difference. The
words on sign up page need to be the right
words, So that it can compel a visitor to sign
Creating portfolio of different niches under the match Brand
name.

As the brand equity of match.com is already established, create a

portfolio of different segments or communities catering to
particular niches and name them according to the niche created
using the brand name of match.com such as matchblacks ,
matchcatholics etc.

These separate compartments within the main site will provide

features to the people who are looking for particular niches
along with the basic services that the site offers.
Dangers of Online Dating
The person you are communicating with may be
married.
Many overseas women run scams against men.
They pretend to get to know and like you and
once you fall for them they start asking you for
money
Some people will email you instantly asking for
your email address and as soon as you give it, you
are inundated with dating spam while never
hearing from that person again.
Some members who sign up for adult online
dating sites are simply seeking sexual partners.
The person may not reveal some past mishaps or
criminal records.
Safety measures by Dating
Services
Complete background check of person who
has become members
Finding out the true status and intentions of
the person
Trying to remove or catch spammers.
Make sure their site is not used for finding
casual sex.
Make sure that photos are exchanged pre
hand
Safety measures advised to
Members
 Start Slow:-
Begin by communicating solely via Match.com email, then look for
odd behavior or inconsistencies.
 Guard Your Anonymity:-
Never include your last name, email address, home address,
phone number, place of work or any other identifying information
in your free profile or initial messages
 Do A Little Digging:-
Match.com encourage members to do their own research on
potential love matches. We recommend getting as much info as
possible by asking questions.
 Request A Photo:-
A photo will give you a good idea of the person’s appearance,
which may prove helpful in achieving a gut feeling.
 Meet In A Safe Place:-
Fix a place which is open and public. Do not meet in a private
place as it might turn out to be risky
It was positioned to provide quick dates.
However the increasing number of casual
daters led to dissatisfaction among existing
members.

It was positioned as a ‘personal dating for

everyone’. But it faced increasing threat from
niche sites such as Gay.com,
christiancafé.com
Match.com was percieved to position it self as
a revenue focused due to the increasing
number of advertisements it carried.

Ref. Exhibit IX: Match.com was positioned as

a costlier site than Yahoo!Personals,which led
to a massive shift of the customers from
Match to Yahoo!
Recommendations
To conduct background/criminal checks of the
members
To cater new markets like the South-Asian
countries
To provide advanced features like ‘Match Live
and Travel’ on its international websites
Single username should be functional on each
website
Additional features like voice-mailing,
assistance of advisors should be available at
affordable charges
Too many advertisements on the websites
makes Match appear too revenue-focused.
Needs to extend its services to the gay and
lesbian community
Needs to be more innovative as huge
competition exists between personal sites
THE ROAD AHEAD..
Laid emphasis on continuous improvement
and constant innovation to attract customers
Growth strategy adopted:
 Continuous innovation
 Listening to the customers

 Continue providing a superior customer

experience

Developed free guide for registered members

“How to meet the right person in 90 days”
RECOMMENDATIONS
 Full access without signing
up
 Cancel or hide your profile
easily
 All singles ads are reviewed
 Full featured member
search
 Aggressive Spam removal
 Singles chat and forums incl
uded
 Real human member
support
 Minimal advertising
 Fast loading pages and