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Because nearly one out of every two marriages ends in divorce, and more than 76 million single adults live in our country (U.S. Census Bureau), there is an increased need and demand for legitimate and reliable dating services. The Internet has seen an explosion in the number of online matchmaking services. If you are interested in starting this personal service business, you first have to determine if there is a large enough population of singles in your area. Check with the Census Bureau or local county seat for population statistics. Some of the most popular dating services cater to specialized populations: the physically challenged; ethnic groups; religious affiliations; or people with similar hobbies, education, or interests. Survey single people in your area to find out if they have ever used a dating service. If so, what did they like or not like about it? Maybe you will come up with a dating service unique to your area. You must have a reliable way to verify the identification of each client and suggest a public place for the first meeting of your matched couples. One dating service in Philadelphia has the matched couple meet at a city restaurant for lunch. Each person pays for his or her lunch. It is a fun and safe way to meet new people. You should also urge your clients to think of blind dating as a way to meet other persons with related likes and dislikesnot as a potential marital partner. Matchmaking experts say this helps to promote realistic expectations of your clients and less anxiety in using a matchmaking service. You can match your clients using a computer, videos, questionnaires, or all three methods. Follow-up calls and evaluations are important to improve and update your service. Start-Up Costs and Financing Sources $15,000 to $50,000. Most money will be spent on advertising in the beginning. Personal savings, small business loan, investors. Pricing Guidelines Charge a monthly or retainer fee or an annual fee. (Call other dating services in your area or research online to see what the going rates are and charge accordingly.) Marketing and Advertising Methods and Tips Market and advertise constantly. Turnover of clients is high-some (happily) get married, others move, and some may try other services. Target your advertising, if specializing your service, to the proper magazines and newspapers. Send out press releases to newspapers, magazines, and local television and radio stations, which may result in articles or stories that will help increase your service's visibility. Advertise your successful matchesmarriages and number of babies. Encourage word-of-mouth referrals from satisfied clients. A Web site is a must to keep up with the competition and to attract more customers. Essential Equipment A business telephone line with an answering service or voice mail; computer with software for matching clients, for billing, and with database capabilities; video equipment if you tape your clients; business cards; stationery; brochures. Recommended Training, Experience, or Needed Skills Work in a dating service as an interviewer or investigate other services in noncompeting geographical regions or areas of interest. See what appeals (or does not) to you about them. Make people feel at ease if you interview them personally. Having an educational background in psychology and counseling is helpful. Income Potential $40,000 to $100,000 or more, depending on the number of clients and your initial registration and ongoing fees. Type of Business An in-house business. You should have a home office with a conference area or room for interviewing or taping clients. Be sure zoning laws permit such an office along with parking space. Target Market Singles who are interested in meeting new people. Success Tips The competition is fierce, so stay updated in the latest trends and the latest technology to run this type of business. Have a public meeting place for the first date that is interesting and impressive (a prestigious restaurant, a lecture, a musical event) and arrange occasional private gatherings of your clients so they can see and meet more than one person at a time. Have all clients screened to protect one another. Make sure they are single and have no criminal history. Have the finances to advertise and sustain your business. Dating service owners say it takes a couple of years to get established. Check with your lawyer and insurance agents concerning privacy laws and liability insurance. Additional Business Ideas Start a member newspaper, a newsletter, or an online e-zine profiling registered clients in your service. |
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