The three friends only had a 0 marketing budget but possessed plenty of faith that they’d found the answer to the specific dating woes that affected black millennial daters and those looking to meet them.Their solution lay in making it a niche site and marketing it to black millennials, who were unsatisfied with more general dating apps that weren’t meeting their expectations (Tinder, Match).“Niche dating apps can be more successful than regular mainstream apps because you have the ability to attract people with similar interests and possibility with the same cultural foundations,” says Neeta Bhushan, a dating expert and author of .Besides Match.com, its flagship site, the company owns, mostly as a result of acquisition, Ok Cupid, Meetic, Twoo, Plentyoffish, Friend Scout24, Black People Meet, Our Time.com, and In all, Match has 45 brands in 38 languages that are available in 190 countries around the world.That would make the Match Group worth .1 billion.
Match Group, which owns online dating platforms Match, Ok Cupid and Tinder, filed for an initial public offering Friday. and Bank of America Merrill Lynch will serve as underwriters on the deal.“When narrowing the dating pool, it may help people find long-term success and create deeper connections.”Bae (named not just for the term of endearment but also for Before Anyone Else) received 17,000 downloads in its first month and grew from there.After explosive growth and praise from Techstars and Facebook’s prestigious Fb Start Accelerator Program, as well as plenty of media profiles, Bae was officially acqui-hired by if(we) last month.“After watching Brian and Justin’s success positioning Bae and growing its audience, it was clear to me they could make an even larger impact working with us at if(we) leveraging our scale and resources,” says Louis Willacy, head of M&A at if(we).The rest of the revenue comes from advertising and non-dating revenue, which includes educational services such as the Princeton Review.You’ve seen the digital-age versions of self-help gurus, the ones with official titles suggesting they’ve cracked the code of human compatibility. But the ones most likely to be telling you the truth are the ones that admit that their dating algorithms are also powerful marketing tools. The notion became a wonderful marketing tool–red meat for the media. ’ Then you go meet her and most of the time you put your head in your hands because she was so ugly–and she was thinking the same about you.” (This was the pre-Internet era, mind you, when computers had 12K of memory.
When the topic turned to online dating, the three began to discuss the difficulties that their peers were facing when trying to meet people on Tinder and other apps.“For many of our friends of color, particularly black men and women, the experience on mass-marketing dating apps like Tinder and Match was unfulfilling, and at times degrading,” says Justin Gerrard.