Eharmony Swot Analysis

Topics: Online dating service, Dating system, Dating Pages: 2 (495 words) Published: October 19, 2011
eHarmony SWOT Analysis
* Strengths
* Well-defined competitive space (Marriage-Minded Singles), Long-term compatability * Endorsed by Christian organizations
* Able to convert active members to paying members 3 times as effectively than competitors * Distinguished by Personality profile and patented matching algorithm * Extensive Relationship questionnaire

* Selective pool of singles (declinesd to sell memberships to at least 1 million people) * Offer Guided communication, which can lead to more meaningful and deeper communication between matches, and can lead to a “known you forever” feeling * Strong offline marketing campaign that paid for itself * eHarmony Labs, which studies “biological, sociological, and neurological underpinnings of love” * Questionnaire demonstrates seriousness

* Weaknesses
* Increased competition with the development of more specialized sites, like JDate and has put stress upon the more general eHarmony * eHarmony does not handle same-sex relationship building * Lengthy questionnaire

* Declined memberships lead to short-term opportunity costs * EH charges about twice as much as other dating sites * Distinction between paying and non-paying members can cause problems. (pg 7) * Not engaged in other activities, thereby placing all its eggs in one basket (as opposed to Match, owned by IAC, which also owns HSN and Ticketmaster, or Yahoo! Personals) * EH only operates in the United States

* Limited resources do not allow for quick, over-arching changes to be made * Opportunities
* Only about 16% of US singles reported currently looking for a romantic partner. That leaves many singles available * Divorce rates are climbing, leaving many singles who are older, and who possibly have children, and Americans are more likely to re-marry * Possibly reaching out to more mid-term...
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