Please Help me fine tune this Dating Agency Business idea.

[Schoolmumeroo]

Hi everyone,

Please give advice if you think this idea is a potential non starter or not. Basically, as many of you will know the dating game has changed. Apps are dying, nightlife is closing down and dating is becoming increasingly difficult.

I’ve had a thought about starting a dating agency for my entire county. Not a luxury service that costs ££££s but a reasonably priced monthly subscription (12 month minimum term?).

the main factors to consider would be:

• vetting process - people must produce an enhanced dbs at their own costs to join the books initially (this would need to be seen in person which would be a bit of an issue I suppose without an office space - interviewing could be done over zoom). extra checks would be preferable but I don’t see how they are scalable beyond proof of id, electoral register for proof of address (and not married). I think there’s a way people can give you permission for credit ratings? To make sure about bankruptcy ccjs etc.
• Scale, very intense marketing to get across to enough people plus an affordable price point for subscriptions.
• creating or sourcing an algorithm to provide the majority of matches which can then be human checked.
• To do additional drinks receptions for groups, or speed dates, even ‘supper clubs’ hiring restaurants. How much to charge to offset costs. Locations would vary depending on how many in attendance. For example 50 carefully selected individuals in each town would be an event each, if only 10 appropriate to mingle then not so much worth doing, 10 in each town doing one event in a central location.

I want something that’s accessible, affordable, safer than bars, when you’ve exhausted all possible friends of friends, and when you’ve become demoralised from the apps.

I’m aware this would be a lot of work. Let me know your thoughts please!

This would be as if people met someone in the first month it wouldn’t be financially viable and costs charged would have to be much higher otherwise, therefore not accessible.

But it's the way you frame it, isn't it?

If you need £x per person to make it viable, then yes, you could say it's a reasonable monthly rate and the minimum term is 12 months, but then as PPs have shown, that gets people thinking about the prospect they might still be single after 12 months with your service.

Whereas you could charge the same amount as the reasonably-priced 12 month subscription as a one-off joining fee, and then potential customers won't even start to think about why they would need a dating service for 12 months.

Some people might be happy to pay more anyway as they know that the people they meet will also have paid that fee and are therefore serious enough about meeting someone as to invest money into finding someone, serious about meeting up in person with people and not just chatting on an app because your service is in-person so it weeds out catfishes (a huge selling point, and the main one you should be promoting, IMO), and there is a presumption that anyone who is prepared to pay the fee is likely to be financially stable and have a reasonable level of disposable income, which might attract professional people looking to settle down with other people in a similar situation.

I think you need to clarify what your target demographic for the app really is.

If you're trying to make something accessible to all regardless of their financial situation, then make it free or cheap and consider ad revenue, sponsorship or cutting costs on the events (e.g. conduct it more like a free meetup group in a pub instead of hiring a venue and MC, and so on). Or change per event to cover costs. And if you're adamant you need to cover costs by getting the customers to pay you direct, then perhaps consider whether you might need to target a more exclusive, financially better-off market to achieve that.

I'm a marketing consultant for start ups, if you don't have digital skills yourself you will need to spend a considerable amount on marketing I'm afraid that £3000 wouldn't touch the surface.

With the amount of free dating apps about there is no way in hell someone is going to pay for their own DBS and sign up for a year. Sorry but I think this is a non starter...

Ah a lot of people are tearing this idea down, but I think you've identified a real need that people have, and you're brainstorming ways to solve it.

I also didn't know apps had died. What are people actually doing to meet people now?

If I was you I'd start creating and running small scale events- like mixers and micro-speed dating. But have a consistent brand behind each event.

Then you're capturing data, trying it out, and establishing your brand as a player in the market place.

I would advertise it on social media with a range of ads - videos paid and organic- count down posts. And don't forget local press- they are desperate for stories.

You could definitely get something small off the ground to test your concept then let it grow from there.

You can only get an enhanced DBS for those working with children and vulnerable adults so that's a non starter.

Just bear in mind that the cost of paid-for dating apps is now included in calculations of inflation. That shows what a huge market it is. The big players are BIG. I think the pp who suggests running dating events is a much better idea.

I do think you're a bit dismissive of the competition. Apps may or may not be losing popularity but they're not 'dying' yet. Meetup may not be a big player but I've certainly met people who've used it. Again this argues a lack of marketing expertise. Most people who try a new service are also going to be on apps. Or if your USP is safety then you want to appeal to the worried and fearful, not those who are just looking for the next big thing.

If meetup is dead in your county, is that maybe an indication that there isn't actually a market? Young single people who want to meet people normally find a way, so either their needs are met a different way, or young single people move to your county because they're introverts who don't actually want to socialise, or there simply aren't that many young single people.

You need to identify what barrier your service overcomes. It sounds like you're aiming at paranoid/cautious and maybe time-poor people, but I think they are more likely to want a more personalised tailored introduction service rather than just a glorified meetup.

To launch and run a succeeded business you need to really understand your customer base, their need and they way you're solving it.

The fact that you expect users 25-35 to pay 12 month minimum contract and pay for their own enhanced DBS suggests to me that you haven't quite spent enough time understanding your users.

Why would a 25 year old pay you when they could get Tinder/Bumble/Hinge/Thursday for free?

Lots of dating apps do in person meet ups and have done for a long time, that’s not a USP sadly.

Has OP really identified a real need? It's not clear.
For starters how does she know that, in her county, 'apps are dead' and there's a big enough pool of singles, of the appropriate demographic to want this service?

Furthermore her USP of 'it's in person' has already been debunked by people pointing out that various singles events already exist, many of them free. Matchmakers also exist, however they aren't cheap.

As you suggested OP can certainly research concepts in other places and localise it. Manchester has a lot of speed dating events, maybe not Shropshire, so a 'Shropshire Speed Dating' MeetUp group would work.

However I don't think the entire concept of a monthly subscription with vetting etc straight away would gain any traction. And in any case seems to overcomplicate things.

If it's a place with no other competition then just charging people to attend events would generate revenue.

Thanks for you’re advice guys, it’s appreciated.

I’ve had another idea which has been on the back burner due to very high start up costs, I wanted to see what you guys thought.

a kids activity centre/ party place in a large town
/city centre. You can hire the area out and choose your ‘theme’. Different packages available so it never feels like going to the same party twice without having the usual exact same soft play party place etc.
options for bouncy castle party, smaller soft play (ball pit, mats blocks etc) and ride on for younger ones, add packages for character appearances/ party host or facepainting. Few basic colour tablescapes and chairs to vary theme. Tableclothes provided, backdrop or chiara wall (some for most favourite characters) and balloon arch extras also available. Preboxed lunches included in fees(no hot food). Party bag extras.

Options for jewellery party/ lego party/craft party/ disco party?

so a decent sized premises with kitchenette and loo.

during the week school hours could be used for stay and play sessions, soft play sessions, hire to toddler franchises and during the holidays activity sessions (such as lego stay and play) for older ones too. Plus Easter/Halloween/Christmas parties. Kitchenette used for coffee and cakes, possibly food if income needed to be bulked up. Possibly even to host baby showers?

priced competitively so cost works out similar to all party options locally. (Hall hire locally is approx £100 for 2 hour party plus time before/after without any other costs included). Say three party slots on Saturday/Sunday each. Minimum number to ensure profit. Slightly reduced cost for a Friday night party.

I'm aware staffing costs would be high, 1-2 during the week and 2-3 at the weekend. Lots of health and safety and insurance requirements to check plus licensing characters etc. Would need a basement/storage space and initial start of costs would be high.

Just want to hear your thoughts.

Just to add, the balloon arches, backdrops/ chiara walls, special chairs all have local businesses doing very well which charge quite high to make back the money. We also have a few ride on car party packages that start at £375 plus locally. Having all these options in one space means no transport and travel time costs involved and charging a lower price means parents can throw insta worthy parties for their children. Different package options means the products may all get used more frequently and make back the money charging at a lower rate than what other vendors do. Hope that makes sense.

Hi guys, so taking on your feedback regarding the dating agency (it’s still floating around my head):

• open to the county and surrounding areas (filtered by postcode)
• one off joining fee for 6months (or 12) on the books
• emphasised as an introduction service, also with mixers depending on demand
• No dbs requirements, just using specific monitoring to match people by dating preferences. Could check work contracts/photo/I’d to verify who people are. This then weeds out catfishes and can be part of the selling point.
• Giving people a sheet of safety advice prior to going on dates.
• I have basic digital skills including SM and Seo and the time currently to spend a large chunk of time on this. I would use the radio, buses and train stations as the main form of advertising. (This is the largest and most variable expense) Sm advertising possibly but also v expensive.
• to create a buzz on this I would advertise shortly before going live, with an email sign up until launch day. On launch day everyone would get an email to say the site is going live.
• having spoken with many singles plenty are put off with using a dating website or apps with paid for services as it seems a bit ‘sad’ when you can get the exact same for free. I would offer something different, being in person. And thousands cheaper with a larger reach than traditional matchmakers. In person app meet ups aren’t used in this area either.
• potentially including a short time dating preference to get many on apps over too?

let me know if this is sounding any better, thanks 😊

I do t think I'd use it and I'm single

Firstly I find the dbs checks as d the credit checks extremely intrusive, if you meet a gay in a pub you do t ask for their credit history and dbs check do you?

And it's meaningless. It could lull women into,a false sense of security.

If I want to disclose my job, or financial history I'll do it when I choose .

Secondly there are already paid services that do this . Online dating agencies are already here . I paid for match for a year and found all the same people were on the free sites .
And I still see them on there now if I look which tells me there is a reason they are still single , so all the credit checks and dbs in the world wouldn't help.

Maybe it's just my age bracket but all the men I dated are arses. Entitled. Liars . Just out for sex . Weird , sulky and entitled How do,you vet that . ? And there are location services on all the apps .

To me you are reinventing the wheel . What's different about your agency that would appeal to me ? Single 51 year old now given up .

I have dropped the dbs idea. You would be able to tell me your preferences which would be different to traditional apps and websites. You would receive a match based on what type of person you would like to meet. Perhaps with the preferences forms give a ‘hard no’ to qualities you absolutely do not want in a person, or a ‘soft no’ where they aren’t your ideal match but it’s worth considering, say 4km further away than ideal. Likewise with the yeses. Perhaps you would be most interested in someone who shares the same cultural background, or a ‘professional’ to some degree.

I would want quality over quantity, particularly in the 45+ age range for the reasons which you’ve described, and it is actually the smallest target market age wise.

I have done dv courses in the past and would potentially want to properly interview people and be subjective enough to say no sorry we don’t want you on our books. The interview should hopefully work out if their words and actions don’t align with the values they state which ultimately weeds out many unsavouries. This is all subjective though and not foolproof.

At the very least you might get a match, go on a date and it’s not for you, but even in the dating process you can learn about others, learn about yourself and take a couple hours out of your day/evening every now and then. It’s less work than messaging on apps. If dating apps haven’t worked for you then maybe it is time to try something different? Unless you want to remain single. Everyone becomes jaded with dating at some point but keeping your options open means you might finally meet the right person. You have to kiss a lot of frogs as the expression goes.

I would potentially offer a feedback form about yourself and the other person, to allow some self reflection on what you could learn about yourself which would in turn lead to more success in relationships and if consistent feedback comes back regarding the other person it could allow us to work on their development, or ultimately remove them from the books.

what are your thoughts?

I think I need to have a think about it but the idea of a feed back form could also be a no

I actually had a guy turn up for a date that was cordial enough but when he saw I was still on a dating app he messaged me a very abusive text and then left a 1* review of the restaurant we met at calling me a slag , the restaurant were so incensed they rang me to say don't see him again .

Just because you're not someones cup of tea doesn't give them the right to leave feedback on your character (or assassinate it )

I am interested in the idea of making sure someone is single , and weeding out catfish , and stopping men from lying about their height or weight or age or job.

But would this be exclusive, so they aren't using other sites ? I dated someone for 2 months who it turned out was on fab swingers and was a serial shagger. I doubt you could vet that though .

Explain to me the benefits of using your agency as opposed to other sites , and what you get for what cost.

Obviously the chance of me being in the county you are planning to set this up in is low but I'd be interested to heard about it .

I've become very jaded and no longer date. For me it was a waste of time and energy . And I tried it for 3 years. I'd had a long and happy marriage and then a long term relationship after but I feel like the men using sited in my age range are generally not people I'd want to date , perhaps I've been unlucky but I'm friends with another women who is mid 50s , very attractive and really takes care of herself, is funny and down to earth , and she's as jaded as me . Most men I've met over 45 want company and sex on their terms but not a relationship despite what they say.

I've got to the point where I can't see myself embarking on any relationship unless I meet through more normal means and know them first . But as you say I'm not your demographic.

I'm also of an age where if they don't like me for who I am, no amount of feedback is going to change that.

I'm sick of men sat crying into their beer about their ex wives , I had a surgeon whose topic of conversation was the fact his ex got him arrested .

Some people just don't know how to behave on a date but I'd not feel able to leave feedback , I mean what do you say in the eg above , ? Sorry pal but telling a date you were arrested on a first date and talking about your ex for 2 hours doesnt float my boat ?
And this was a surgeon , a professional man on paper .

You can't vet that . I suspect I'd get exactly the same type of men using an agency like yours as I would using a date app because it's slim pickings at 50. But that's just me it might work for 30 somethings.

When did apps die then?

They didn't