OUR WORK
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, in order of recency. (If you're a vendor/service provider to the industry, go here).
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.