The Dating Accessory is an online startup that offers a card stating "You Caught My Eye" which allows the receiver to view a photo and profile of the giver online or via smartphone. The goal is to expand the site internationally and add communication features. The business will be successful due to its unique blend of technology and real-world encounters, tapping into the large online dating market. The company is owned by Kimberly Petruska and has assembled a team to launch and grow the business through strategic marketing and expansion plans.

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Executive Summary

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Industry Analysis
• Today 40 million US singles use online dating sites or
social networking sites to meet new people.
• Online dating revenue is currently $1.8 billion in the
US and $4 billion worldwide with 10% projected
growth this year.
• Increased use of mobile technology has created
enormous growth in the mobile dating market. The
mobile dating sector will grow to $1.4 billion
worldwide by 2013.
• The volume of Google searches on mobile devices
related to “dating” has grown by 215% year over year
since 2008.

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Market Analysis
Target market: Singles, Age 25-50
Largest percentage: Women, Age 30-40
• The youngest segment of our target market has been
immersed with technology from a very young age. In many
cases, technology has even replaced basic social skills and
personal interaction is limited because technology is used as
their main means of communication.
For the older segment of our market, while the benefits of
technology are appealing, the understanding of the many
drawbacks of traditional online dating sparks interest in an
efficient and effective alternative.

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Market Analysis
- 1 in 5 singles have met and dated someone they met online..
- 20% of singles in a new committed relationship met on a dating site..
- 1 in 6 couples who married met on a dating site..
- The average user of a mobile phone spends 13 minutes per week on
mobile date site..
- Surveys show at least 30% or more of people are dishonest in their
online profiles..
- Due to the economy, singles are looking for lower cost alternatives to
meeting people that they are attracted to..

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Differentiation
We have created a card that simply states:
“You Caught My Eye”
The card comes with a clear disclaimer: “If you are attached,
please disregard and take as a compliment.”
A code on the card allows the recipient to go online and view a
profile and photo of the card-giver, as well as communicate
within the site before ever sharing any personal contact
information. Each card will have a QR code, allowing instant
site access from any Smartphone.

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Differentiation
This creates a fun and easy way to never miss another connection and to
always be prepared for that potential face-to-face meeting that may
change your life!!
We can all agree that we could enter a room and within seconds tell if we
are attracted to someone.
Using the card is a very simple, low-stress way to make a connection.
At some point we have all seen someone in passing, either at the grocery
store or coffee shop, that “caught our eye.” Our card simplifies that
awkward moment when trying to decide just what to say to someone.
The card may also be given discreetly through a waitress or simply
given in one of many creative ways, therefore eliminating any fear of
rejection.

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Differentiation
Our card saves singles both time and money!
- The average person using online dating sites spends between 8 and
12 hours per week viewing profiles.
** REMEMBER: At least 30% of profiles are NOT accurate. The largest
category being the member’s appearance.
- The average, professional single goes on 8+ first dates per year..
- The average combined prep time and time spent on a first date is at
least 2 hours..
Too much TIME & MONEY is spent on people that the member isn’t even
ATTRACTED to!!

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Differentiation
• Our free site will be a community hub where we will have
articles, dating tips, ideas and advice.
• Our model is unique in its clarity of usage and use of
technology in the new mobile dating market.
• It’s a FUN and CLASSY way to handle an introduction.
• Our service will continue to grow as we become more
recognized through the use of social media marketing.
We feel that “The Dating Accessory” is very well
positioned to ride the Social and Mobile market trends

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Competition
Our concept is a unique “Dating Accessory “ utilizing mobile
technology without any direct competiton yet with many
established potential PARTNERS..such as Match.com,
Eharmony and PlentyOfFish.com ect...
• One of the main problems with many dating sites is that most profiles
online are available to be seen by non-members, which is how sites
such Match.com entice people to join. They allow anyone to see
profiles, just not able to communicate.
• This leads many professional people to NOT put photos of themselves
on sites (so they are not recognized by colleagues) which means that
they usually do not get any interest. One of the main complaints of
women is the amount of time that it requires to weed through profiles in
which many give up and the amount of effort required (its a “part time
job” is the phrase used most).
We solve that problem by... one or both seeing each other in real life first
.. then reading a fun profile (we help with that) to find out more
information.

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Competition
• Over the years there have been other versions in various
countries of using the card concept and their weaknesses
are many, but can be summarized in three points.
First, they are not clear in their initial presentation.
Second, NONE utilize mobile technology.
Third, their models relied solely on membership,
while our business model has multiple streams of income.
We also feel strongly that by giving our customers relevant
information and upcoming events, we will be creating an
ongoing relationship and a strong, well-recognized brand.

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Competition
• Question: Why not just exchanged business cards?
There are KEY reasons why a business card is NOT better:
1) It contains your personal and work information. Many
people will think you are soliciting business.
2) Many times circumstances make it inconvenient to
approach and start a conversation.
3) A card exchange happens so fast its easy to forget what
the giver looked like.
4) It requires courage to give the card and explain why, as
well as courage for the receiver to call.
5) There isn't any knowledge of the person.

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Marketing Strategy
• Our marketing plan will be to utilize social media such as
Facebook, Twitter and YouTube. The uniqueness of our
product will allow us to create buzz by using local and
regional media to spread the word. We will send press
releases to all online and offline media, newspapers,
magazines and TV.
• We will utilize our multiple contacts in the entertainment
industry to find unique and creative ways of getting our
products into the hands of actors and producers, as well
as distributed at the most popular entertainment venues.
• Our web team will utilize multiple SEO strategies,
including Google Adworks, to move higher in the page
rankings so the “Dating Accessory” is prominently
displayed. As part of Adworks, our marketing will appear
on other complimentary websites.

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Marketing Strategy
• Representatives will create "You Caught my Eye“ events,
including festivals in cities nationally.
• Dating guides for each city will allow for sponsorship
packages and advertising opportunities with local
businesses.
By using this strategy, we can show our product’s use in a
fun, social environment, encourage membership and also
create local buzz. This model is easily duplicated and will
be spread across locations nationally and internationally.
We are creating a magazine for single professionals
that will be a complete information source which will
include where to go on dates, best date ideas, what
to wear and monthly singles events. The magazine
will sell advertising and have sponsorship
packages for events.

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Summary
• The Dating Accessory is an online start-up that offers customers a fun and
fast way to never miss another connection. Our unique card states “You
Caught My Eye" that allows the receiver to either enter a code online or use
the QR code and their Smartphone to instantly see a photo and profile of the
giver. By using the card, it is a simple way to always be prepared, even when
it is not convenient, while requiring very little courage.
• Our goal is to expand our site to multiple platforms. We will offer events in
many cities and our site will have a pull down tab which lists the cities and
countries that are having events along with local ads from each location. We
will expand to have different languages available for the site and cards. We
will grow our brand to encompass a variety of complementary products.
Phase Two of our site will allow members the option of communicating with
other members on the site. We will also add virtual gifts to add to members
overall experience.
• Our business will be highly successful because of our unique blend of
technology with everyday encounters that no longer have to be passed up.
Singles are constantly looking for new ways to connect and our concept is
fresh and simple. Our product is attractive to a large age group of men and
women, straight and gay. The online/mobile market is expanding at a rapid
pace and our team will constantly research and create new ways to expand
our reach and make our products and services more user-friendly…always
learning...always adapting.

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Management
The Dating Accessory, LLC, is owned by Kimberly
Petruska, who developed the concept and marketing
strategy.
Ms. Petruska has put together a talented team to execute
through launch and beyond. Expert consultants will
assist in SEO, social networking, and growth strategies.

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The FUTURE of making connections..