Recommended
More Related Content
What's hot
What's hot (20)
Similar to Date match - Google Squared - Submitted by Jack Davidson
Similar to Date match - Google Squared - Submitted by Jack Davidson (20)
Recently uploaded
Recently uploaded (20)
Date match - Google Squared - Submitted by Jack Davidson
- 1. DATEMATCH
- 2. EXEC SUMMARY Hello! We are DateMatch!, the UK’s first online dating site aggregator. With the UK Dating industry prospering, and over 1,500 sites to choose from, DateMatch fuses data from characteristics of each individual dating site, and matches them to the users personality based on answers given from their personal user quiz By calculating the users customer lifetime value to a dating site we are able to implement our commission-based model to gain income from this lucrative market. We hope you enjoy this presentation, The DateMatch team.
- 3. CORPORATE TEAM CEO • Jack Davidson Commercial Director • Abigail Billson Financial Director • Tom Carter New Business Director • Jenni Dodd Marketing Director • Mitchell Droppa
- 4. THE MARKET
- 5. Market Size Online dating industry is worth an estimated £2bn worldwide The UK contributes c. £170m towards the total Over 1,500 dating UK sites 9million UK adults searching for love online Nearly half of UK singletons have dabbled with online dating 1 in 5 relationships now being online
- 6. 30% are 25-35 56% male 44% female Our Key Target Audience 28% have a income of £25k-£40k 31% (203) live in an inner city 75% (161) in full time employment 99% (128) go online several times daily 67% ABC1 Age 25-34 and use internet dating sites: 569,000 Source: CCS 2013
- 7. They are urbanites who are willing to spend money to save time and love being in the know 30% (179) I spend quite a lot of money on clothes for myself 52% (161) I love to buy new gadgets 44% (148) I am not good at saving money 43% (140) I will spend money if it means saving time 29% (222) I know the latest trends before my friends Source: CCS 2013 Audience: 25-34 year olds who use online dating sites: 569,000
- 9. SWOTANALYSIS Strengths • Relatively new to market, no other competitors at present • Take up could be strong as users seek an easier way to form relationships Weaknesses • Tech needs to be able to aggregate data easily between sites, could be a difficult to do • Top dating site in the UK is POF with 1.05m unique a month, hard to commercialise free services • Business model could be to replicate Opportunities • Market is worth c£170m in the UK • Tool would have strong demand as UK users are flooded with different websites • Strong commission potential with the core sites (i.e Match, eHarmony) Threats • Could be copied by general market comparison sites very quickly • Date sites could block the comparison site (i.e Direct Line) • Competition from affiliate networks • High PPC investment from dating sites, business would have to match to gain SOV
- 10. Political • We aim to protect our users from frauds. We will warn them of the lack of criminal background checks for our sites users. By providing online checks, which are currently not possible to do, there is scope for false security. • To avoid any unwanted pressure from gay rights campaigners we will have to ensure exposure for same sex searches. • A .co.uk domain. Economic Analwaysonstrategy,thereisneverabadtimetobesearchingforthatspecial someone However,wewillplayonseasonality–wecouldrampupourpresenceatkey timesintheyear,ValentinesDay,leaduptoChristmasetc. WewouldhavetoconsiderusersvisitingthesitefromoutsidetheUKandtheir intentionstosearch,wewouldhavetoincludecurrencyconvertors/options. • An always on strategy, there is never a bad time to be searching for that special someone • However, we will play on seasonality – we could ramp up our presence at key times in the year, Valentines Day, lead up to Christmas etc when being in a couple is a prominent feature. • We would have to consider users visiting the site from outside the UK and their intentions to search, we would have to include currency convertors/options. Social • Online dating is no longer considered a taboo • ABC1, 25-35, 56:44 male:female • Time deficient lifestyles mean its difficult to meet new people out and about, let alone having to trawl through various dating websites, DateMatch takes this stress away from the user. • Widely accepted and often praised within the media, there is the occasional negative story we have to be mindful of. • Something that is well known to be done amongst friends in instances where confidence is low. • We could potentially look to expand via the hosting of events brought to you by DateMatch Technological • The increased usage of smartphones and tablets indicates we need to be optimised for these devices and various operating systems. • Must not neglect desktop users, as online dating is not something that users will rush and PCs/laptops still have that sense of reliability and trust • There could be scope to increase activity in the form of a mobile/tablet app
- 11. BUSINESS MODEL
- 12. BUSINESS MODEL User acquisition Intercept Recommendations Advertising revenue -SEO -Database acquisition - Online targeting -EOI (Expression of interest) - Demographic recommendations Based on test: -Demographic - Personality - Likes/Dislikes - Affinity Fee based on: -EOI - Sign up to dating site User signs - referral fee We make money from referrals and advertising on site.
- 13. LIFETIME CUSTOMER VALUE To charge the correct fees we must assess our commission based on the lifetime customer value that the dating site attributes to a new “user” Value (Cost of site per month) Membership (Period of time initial user signs up) Loyalty (Proposed period of time the customer will stay) LCVX X = 1. Allowable acquisition cost: This is the amount you’re willing to spend per customer per campaign -- as long as the cost is less than the profit you make on your first sale. 2. Investment acquisition cost: This is the cost you’re willing to spend per customer knowing that you’ll take a loss on an initial or even subsequent purchase. But you have the cash flow and other resources to absorb your initial marketing investment with this longer-term strategy.
- 14. EXAMPLE OF COSTINGS Value (Cost of site per month) Membership (Period of time initial user signs up) Loyalty (Proposed period of time the customer will stay LCVX X = £20 p/m 3 months 1 year £240X X = LCV % commission < £10 65% £11 - £50 50% £51 - £100 35% £100 + 20% Based on this model, our commission model would look roughly as so
- 15. POTENTIAL REFERRAL INCOME Target Audience 25-34 (569,000) 1.871m use dating sites Acquisition rate of 7% - 39,830 Value of average user to us - £26.25 Potential Referral income £1,045,537.5£25 x 39,830 Based on 3 month membership at £25 p/m Commission rate of 35% 7% is estimated
- 16. ADVERTISING REVENUE MODEL The site will be heavily promoted to invite page impressions and due to the detail of questions, will allow us to have a detailed picture of the customer - Targeted newsletters - ROS Display - Targeted display (an expansion point) £20 cpm £4 cpm £8 cpm Offline events - dating nights Potential expansion areas: Partnerships - with brands that target these users Research Panels - incentive based users Mobile based function
- 17. POTENTIALADVERTISING INCOME 39,830 Uniques, with an average of 8 page views per visit Opt-in rate of 20% for newsletter - 7,966 subscribers Targeted display - This would be an expansion point once the site has grown £20 cpm Assume an opt in rate of 40% - 15,932 subscribers 318,640 Page Views £1,274 Per format £637.28 Per Placement £8 cpm TBC Advertising would very much be an aside for the site. There are interesting opportunities to possible re-target users once they have left the site
- 20. PPC Strategy • We will target keywords that users will type to find dating sites to intercept their journey • We will adopt an aggressive strategy and ensure our site links are strong so that our quality score for word matches is strong enough to allow us to have as low a Cost per click rate as possible SEO • We need to ensure that we receive as many organic searches as possible however the history of other Paid Social • We will look to target users based on their key words on Twitter to invite them to visit DateMatch • By appearing in relevant areas to our Target Audience we can communicate with them in a cost efficient way on a cost-per-engagement model.
- 21. PAID SOCIAL Segment/Interest Format Weighting Engagement Rate Dating Promoted Tweets timeline 25% 1.50% TV Interests Promoted Tweets timeline 20% 1.50% TV Keywords Keyword targeting Timeline 40% 1.00% Dating Keywords Keyword targeting Timeline 15% 1.50% Using Twitter to jump on the back of social conversations will allow us to target our consumers in a relevant and timely manner. Not only does this make us extremely target but the cost model is efficient as it is based on a cost per engagement rate. Being around relevant TV shows such as Take Me Out, Girlfriends, First Dates etc will make us contextually relevant
- 23. 3 REASONS • Low start up cost • Low competition • Expanding and lucrative market
Editor's Notes
- Today the online dating industry is worth an estimated £2bn worldwide, with the UK contributing C. £170m towards this total. In the UK alone there are over 9 million adults searching to find love online. However, with over 1,500 dating sites it can be difficult to know which one is right. The sheer number of sites out there make it hard for the users to understand the differences between each and know exactly they offer. It can often be confusing with different prices, layouts, matching techniques and even knowing which ones are credible and which ones aren’t. Date Match provides the solution through aggregating dating sites, from the quirky to the mainstream to help you find the perfect site. Using unique questions and Likert scales DateMatch will narrow down the choices of sites to just a handful displaying the key criteria that will help the user find the perfect match.
- So who are we trying to target. There are 9million users out there and we know we can’t go after them all efficiently. Therefore, we’ve had to narrow it down. The most active age group on online dating sites are 25-34 year olds. So we have decided to concentrate on this group as our bulls eye target audience, so that we can deliver a targeted and relevant service. Once Date Match is established within this group it can be rolled out to encompass the full spectrum of adults online looking for love. So what defines our bulls eye audience – where are they and what are they doing? They are largely young professionals, with an above average income, living in a city. They spending a lot of time on the go, whether that be working, socialising or commuting. But they like to be constantly connected, they never go anywhere without their smartphones, tablets – they are always connected to the online world (99% go online several times a day) be it via email/social media/web etc
- Essentially they are single urbanites looking for love. They lead busy lifestyles and are always looking for ways in which they can save time, and will happily spend money to do so. They are tech savy, wanting to know about the latest trends and willing to buy the latest technology. Importantly they are always looking for ways that technology can ease their hectic lives.They might not have always had success in online dating before, or simply just dabbled in it simply because they don’t have time to filter through every online dating site and find the one that is right for them. They are confused by the online dating market, and need someone/thing to guide them. Date Match provides the answer.
- Analysis the business position we have identified varies Strengths, Weaknesses, Opportunities and Threats.The main strengths that DateMatch has is that it is a service that is new to market with very little competition, this will allow us to stand out and make the 1st gains in market share. The market for online dating in the UK is significant and the service can provide a quicker/easier route for users to form lasting relationships.Identified weaknesses are the technical ability of the website, aggregating data across 1000’s of different dating site could prove difficult, the top dating site in the UK is POF (1.05m Unique Browsers/ month (Comscore)), POF is a free service and it would be hard to commercialise this traffic. While we are 1st to market the business model in theory could be easy to replicate.Opportunities in the market include its relative size and worth, the market in the UK is estimated to be worth c£170m. Currently users are flooded with information and advertising from different sites, DateMatch can provide a respite from the landscape clutter to find the right site for the user. On average it costs £20-£30/month to join sites like Match.com/eHarmony, the potential commission margins available on these memberships is substantial.Threats to DateMatch include its vulnerability to be blocked, we see this currently with Direct Line blocking aggregator sites from accessing their data. There is also a threat from Affiliate networks who will already have pre-existing relationships with the sites. Also to gain SOV in the market DateMatch will need to invest heavily in PPC to compete in the Google/Bing rankings that are already heavily contended with by the dating sites.
- PESTWe have had to consider various obstacles an online dating aggregator might have to come up against.Safety is a tough area faced by all online dating sites and so as an aggregator this is an issue we are going to face as well, however we are going to be upfront with users in terms of the checks that are/are not carried out by certain sites. An area that is current very tough to govern.Social is where the biggest impact Date Match take place. Technological advances are only going to benefit our site and that is where we have room to expand/go to market with optimised content.
- DateMatch will primarily earn its income based on a referral scheme.To initially acquire users we will use marketing techniques that will aim to intercept the user searching for an appropriate dating site. The methods of our Marketing Strategy will become much clearer later on, but through this form of interception we aim to drive users to our site where they can undergo a test that will aggregate sites and churn out a recommended list of sites as well as pricing packages.The majority of sites have membership fees and we will go on to explain how we will earn commission on this, however we do recognise that some sites are free of charge and therefore we would negotiate an expression of interest rate with these sites for driving users. Whilst this is a potential compromise to our approach we feel as though we can still earn a strong enough revenue from targeting the paid-for dating sites.
- In order to assess how much we are going to charge our affiliate sites we must first devise a commission model based on the lifetime customer value of each user.As you can see above, we will base this on the value the customer has to the affiliate dating site. As aforementioned, the end product of using DateMatch will be a shortlist of options which includes pricing packages. Using our access to linked click data, we will be able to track which price package the user chooses in order to assess how much commission we can take.
- Above is an example of what a customers lifetime value is, and in the table is our commission model.For lower values, we apply a higher commission to ensure that regardless of the transaction we are able to accrue some revenue.
- Above is what we could potentially earn in revenue from year one.As you can see we want to be targeted in our approach only aiming at individuals aged 25-34 (569,000)We have set ourselves an acquisition target of 7% and fused this with the average package we found that users have signed up to on match.com (A good benchmark as they are one of the leading sites).Applying our commission rate for this user who is spending £75 in their initial sign up we would look to earn £26.25 from this. Based on a 7% acquisition rate we have projected that assuming all sales were equal we could be set to earn C.£1m in revenues. This of course does not allow for any flex, and should only be taken as an average. In order to get a more robust idea of average user sign up costs we would look to invest in some research with several key affiliates to understand the market better.
- Advertising is very much a second tier revenue model for us at DateMatch, however its potential is outstanding in the long-run.With detailed user information we could look to run targeted newsletters on a monthly basis which could prove to be lucrative to brands wanting to communicate to this elusive audience. As mentioned above the site will promote page impressions, without damaging the user experience and will therefore allow us to deliver a strong number of display on the site.Other potential expansion areas for DateMatch in the future would be utilising our data offline. These are very initial thoughts but could be exploited through offline events such as dating nights. An interesting area for us could also be using our audience and re-targeting them to commission research panels. Finding databases of users with similar interests and social demographs can be difficult so this could prove to be an interesting avenue for DateMatch.
- As mentioned on the previous slide advertising will not bring in huge profits, but will add to the bottom line. Assuming an opt-in rate of 40% we could look to acquire a valuable audience for monthly newsletters.At £600 a placement and with ten placements on each newsletter we’d look to earn c£72,000 and this number will only grow as our subscribers grow.
- Our Marketing Strategy is based around targeting the consumers in the right frame of mind, in the right place. Therefore, our strategy is based solely in the digital world – the world where our website will sit and the world that our consumer is always connected to! Digital provides the perfect media to reach our consumers and also allows us to be highly targeted, providing relevant content at relevant times.Our strategy will be broken out into three phases. 1. Teaser 2. Launch 3. SustainThe first phase will be a teaser campaign. This objective will be to increase anticipation and excitement surrounding the launch of our website. We will have an active social presence via our own social media pages (Twitter, Fb, Pinterest etc). In order to drive initial followers we will have to invest in paid social media activity – e.g. Twitter promoted accounts, Facebook adverts. In order to incentivise users to follow and interact with us, we may launch a competition to win an all expense paid date in the city of their choice. This will hopefully give consumers a reason to interact with us! Lastly we hope to PR the launch of our website in order to drive broad awareness. The second phase will be the launch campaign. This will involve a strong SEO strategy, PPC strategy , targeted digital display, paid social and hopefully word of mouth! So an all encompassing digital approach! The aim will be to drive consumers to our website, increasing traffic numbers – therefore increasing our success and profit!Lastly the third phase will be to sustain the campaign with an always on approach. We will continue all the activity from the launch campaign however at lower weights. A media channel that will be added to our media mix during the third and final phase, is newsletters. As previously mentioned in a slide before, we will send out targeted newsletters on a monthly basis. These will include success stories, dating tips (from what to wear, to where to go), customer reviews of dating sites.
- PPCThe success of our PPC campaign will come down to our quality score. The stronger the links and relevance of the copy on our site, the better our quality score will be and ultimately the lower of Cost per click auction rate can be. SEOWe need to ensure as many organic searches are made for DateMatch as possible, however due to the history of other dating sites, we will initially struggle to appear near the top, therefore we need to adopt a paid-for approach to make up for this.It is important to note that CTR’s on natural search is much higher at 70%, compared to Paid for’s 30%. To optimise this we will create editorial features on the site around dating to ensure that our relevance to Google is as high as possible. One thing to note is that Google are becoming smarter than ever with websites who are over-crowding their sites with key words and these are actually acting negatively on sites so we must ensure we are smart and balanced with our approach.Paid SocialWe see Paid Social as the new channel to effectively target our users on a cost per engagement model. Please see the next slide for more details.
- As mentioned we see Paid social as an innovative route outside of SEO and PPC that will get us in front of our target audience. By focusing on key words and tv interests we think are relevant we can target our potential users in an environment where they are already engaging with similar content.
- We believe we are a good investment for VC for the following reasons:Firstly, our start up costs require very little physical space such as offices, overheads or manual labour. A small dedicated team will be focused on managing the relationships we have with our affiliate sites and in terms of technology, we would look to align with a technology company to develop the software capable of aggregating the sites. Competition in this market from our research is 0. For that reason, we have a unique competitive advantage and will be able to confidently apply our commission based model without fear of being undercut or challenged on quality. The dating industry will only get bigger. Whilst the number of sites will not grow, the number of people who want to use them will. With the UK becoming more digitally focused than ever and with less time to go out and do the leg-work themselves, DateMatch is entering the market at the time when aggregating sites are flourishing.