A strategic pitch for Tinder Plus for competitive, strategy competition, Griffin Farley's Search for Beautiful Minds 2015, hosted by BBH New York. Presented at Google NY and won 1st place along with team members Rohan Patrick, Michelle Calabro, Hannah Tabor, and mentor Tom Callard.

2. TEAM CATFISH

3. GET 1% OF USERS TO UPGRADE
TO TINDER PLUS.

4. 500k
PEOPLE

5. IT’S DIFFICULT
TO GET PEOPLE TO
PAY $9.99/MONTH
FOR TINDER
500k
PEOPLE

6. PERCEIVED
AS A GAME
"It’s an addictive cross between
online dating, Am I Hot or Not
and Fruit Ninja.”
- The Guardian

7. SERIOUS ONLINE
DATERS ARE ON
OTHER SITES
“Not only is the percentage of
people willing to pay for a
dating app phenomenally low,
but the use-case in which a
person is willing to, has little to
do with Tinder’s value
proposition.”
- Huffington Post

8. FOR MOST PEOPLE,
FREE TINDER
IS ENOUGH
“I wouldn’t ever pay for Tinder.
Part of the reason I’m on Tinder
and other dating apps is
because I don't want to pay for
costly online dating sites.”
- Chicago Tribune

9. HOW DO WE SHOW VALUE
IN PAYING FOR TINDER PLUS?

10. UNLIMITED SWIPES
Window shoppers don’t buy.

11. REWIND
Too infrequent
to warrant a subscription.

12. PASSPORT
An opportunity to
explore the possibilities
without geographical barriers.

13. IT’S NOT ABOUT
WHERE WE ARE
IT’S ABOUT WHERE
WE ARE GOING
We are movers.

14. UPCOMING
MOVERS

15. LONG DISTANCE MOVES
IN THE U.S. EVERY YEAR
- Melissa Database
17 MILLION

16. “THE MAJOR NEW MOVE ACTIVITY
TAKES PLACE AMONG 18-34 YEAR OLDS,
WITH PEOPLE IN THEIR 20s MAKING UP
THE BIGGEST CONCENTRATION
OF ANNUAL MOVES.”
- Melissa Database

17. the
ALLURE
of
something new
the
FEAR
of
the unknown

18. BEFORE YOU MOVE,
THERE ARE A LOT OF THINGS
TO FIGURE OUT :

19. WHERE ARE YOU
GOING TO LIVE?

20. HOW ARE YOU
GOING TO GET AROUND?

21. but these are the easy questions to answer.

22. the most important question,
and the hardest to answer is:

23. WHO WILL YOU BE
SHARING YOUR
EXPERIENCES
WITH?

24. “SHARING EXPERIENCES,
EVEN WITH
COMPLETE STRANGERS,
MAKES EXPERIENCES
MORE INTENSE
THAN WHEN
ALONE.” - Psychology Today

25. MEET KEVIN.
Tinder is already
being used like this.

26. TINDER IS THE PLACE TO
START MAKING CONNECTIONS
WITHOUT THE
FEAR OF REJECTION

27. MAKE
THE
FIRST
MOVE

28. DRIVE PURCHASE

29. NEW MOVER
VIDEO SERIES
MAKE THE FIRST MOVE

30. GIFT
SUBSCRIPTION
have fun out there

31. APARTMENTS.COM
PARTNERSHIP
Make the first move and explore
your neighborhood with
Venture to Smorgasburg to share some lunch while
overlooking the Manhattan skyline
Karaoke at Duckduck helps you break the ice.

32. RETENTION

33. TINDER PLUS
DATE NIGHT

34. LANGUAGE
OF LOVE
Language of Love

35. TINDER PLUS
CITY GUIDES

36. Make the first move with Tinder Plus.

37. thank you.