We Help Online Dating & Social Businesses Grow, Thrive & Exit
We are the only consultancy & agency in the world totally focused on online dating and social businesses. We also run LTR, the monthly dating and social business leadership online conference.
Notable clients include Friend.ly (sold to Facebook), Plenty Of Fish (sold to Match), Twoo (sold to Match), The Meet Group (sold to Parship), Cupid.com (sold to onTargetJobs), and Social Discovery Group. We work for ground-floor startups all the way through to established dating and social businesses doing $500m+ in revenue. (Also, we occasionally help best-in-class service providers to approach dating and social industry business leaders. Learn more.)
We are a team of 30 experienced professionals in online social and dating. For the price of a marketing manager, you get our experienced team of world-class experts to advise you on strategy, help you get your branding and marketing and product right, assist with business development, and professionally manage media relations and advocate-influencers in a way no other agency or consultancy can.
We know the online dating and social business world intimately. It's our heritage and our passion.
STRATEGY
We always start with a strategy review. This allows us to get to know your company and add value immediately by advising you on your product, branding, marketing, PR, influencer strategy, and general direction. Our team comprises former dating and social business leaders, so you benefit from true insight and experience.
MARKETING
We know online dating and social community marketing. Our team has worked with dating and social apps for many years and can help you hone your branding, marketing channel effectiveness, product fit, and conversion performance. We help you thrive, and grow your company by giving you unique guidance and assistance with your marketing.
BUSINESS DEVELOPMENT
You have ideas on where you want your company to go. We have the relevant and unique industry experience to drive your business growth. We'll be able to advance your business through our extensive rolodex, deep industry access, and network of exemplary dating and social industry professionals. We can also improve your chances of raising money or selling for a more favorable valuation.
This is a list of actual work that we've done for clients, to give you a better sense of what we can do for you. These are the things we're most proud of doing, by category and in order of recency.
Strategy
- Advising a niche dating CEO and CPO weekly to guide ongoing product decisions, trust & safety, branding, messaging, PR and influencer marketing decisions.
- Formed mastermind group of non-competitive CEOs to discuss strategy.
- Advised on alternative trademark settlement for niche dating leader.
- Worked directly with CEO of a leading European dating app to introduce voice communities and transition from dating to social discovery.
- Guided the CEO and product team of Netlog to transition out of social networking and develop 'Twoo' from scratch, which was then sold to Match Group.
- Advised PlentyofFish on ad monetization strategy that allowed it to scale.
Business Development
- Acquired Matchmaker.com out of a private auction.
- Introduced iovation to dating industry CEOs, and got traction with several notable clients.
- Provided the CEO introduction that eventually got PlentyofFish sold for $585 million.
- Negotiated and did creative deal (cash + consulting) to acquire the POF.com domain for PlentyofFish.
- Did 7 figure distribution deal for PlentyofFish.
- Helped Cupid.com acquire and integrate the world's largest speed-dating company.
Marketing & Product
- Did 'teardown' critical review of dating app to improve user experience and conversions.
- Created a better tagline for niche dating leader.
- Located, negotiated, and recruited niche-experienced CMO for client.
- Did monthly reputation analysis to protect a client's brand and spot upcoming brand threats early.
- Sourced, negotiated, and hired leading psychology specialists to create personality profiling and compatibility system for #2 dating service in China, so they had a clear USP.
- Created unique, fun, and interesting questions for Friend.ly, which grew virally and was acquired by Facebook.
- Created promo nightclub events to seed and grow Friendster into ubiquity.
PR & Influencers
- Currently running an advocate-influencer program for a niche app leader.
- Identified and developed a superstar influencer who eventually became the official spokesperson for a niche dating brand.
- Helped a leading dating app navigate a PR crisis.
- Helped a hybrid niche-dating company set up a brand new advocate-influencer program from scratch and trained internal staff.
- Quoted in the press 250+ times, and in Wall Street Journal 19 times, to support client positioning and the dating industry in general.
- Handled all leading PR inquiries for PlentyofFish for 4 years.
- Prepared testimonial couple and appeared with them on live National USA TV show with tens of millions of viewers, to represent and answer questions about PlentyofFish.
- Helped the CEO of PlentyofFish score the front page feature of Inc. magazine.
