Abstract

The case examines the growth of Match.com from a pioneer of the concept of online dating in 1995 to emerging as the leading online personals site in the world by early 2000s. It discusses the strategies used by Match to grow its user base and tackle issues such as competition from other online personals site. The case also illustrates the implementation of latest technologies and innovations by Match to attract more users. It ends with the challenges Match is likely to face in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Business Model of Match.com
• Strategies adopted by Match.com for growth of its business
• Study online consumer behavior.

Keywords

Match.com, Online Personals, Online Dating Services, Unique users, Advisors site, Profile assistance, Chemistry.com, Margo