Advisor dating online

Paid acquisition channels are expensive Dating products have historically depended on paid acquisition channels to build their customer base, and other subscription products have generally done the same.

In order to make the ROI work, you have to calculate your customer acquisition cost (CAC) versus your lifetime value (LTV) and make sure you are making enough money to support both the marketing as well as operations.

This limits the market size as well as restricting the types of marketing channels you can use to read those consumers.

Both factors open up the market to a wider audience, reduce churn, and create opportunities for viral growth.Built-in churn Churn sucks, and the better your dating product works, the more your customers will churn*.Every churned customer is a new customer you’ll have to acquire just to get back to even.Similar to buying a car, refinancing your student loans, or moving into a new house, the reality is that being “in the market” as a single person looking to meet others has a limited time window.Another way to say this is the dating has “intent” the same way that shopping might, especially when you are talking about a paid subscription service.

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