Eharmony Final Case

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eHarmony

If you are single and looking for long-term love, eHarmony.com Inc. wants to find you the "perfect mate." With traditional values and modern matchmaking possibilities, eHarmony.com has taken the electronic dating scene by storm. eHarmony has united more than 10,000 couples in marriage in its short history and, during 2008, had more than seven million registered users.

Background
In 2000, eHarmony was founded by Dr. Neil Clark Warren an evangelical Christian who worked for 30 years as a psychologist specializing in counseling married couples. He also authored two books, “Finding the Love of Your Life” and “Date…or Soul Mate?”, the former selling over one million copies.

After a successful career of counseling married couples and research into marital problems, he came to one solid conclusion. In his biography on eHarmony’s website he states, “In almost every case, these were two persons who should never have married each other! They really didn’t belong together. They thought they did, but they were not well matched”. From there, he identified 29 dimensions that he found were consistently present in successful marriages. Dr. Warren found online dating as an opportunity to take his match making theories to a new level.

eHarmony’s competitive advantage is that it established its credibility by using a scientifically developed questionnaire based on Dr. Warren’s 29 dimensions. The questionnaire does not just ask for personal hobbies and interests, to be superficially compared to other profiles, but measures the user by the measures that Dr. Warren developed. These metrics match people up by deeper criteria than simply their hobbies and interests. eHarmony’s users are willing to pay a premium because of this credible method of match making. The website currently has 7 million registered members and acquires 15,000 new users a day. In the past year alone, eHarmony’s customer base has grown by 41%. When this figure is compared to

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