Dating Accessory

© 2011 Dating Accessory LLC

Executive Summary

© 2011 Dating Accessory LLC 2

Industry Analysis

• Today 40 million US singles use online dating sites or social networking sites to meet new people.

• Online dating revenue is currently $1.8 billion in the US and $4 billion worldwide with 10% projected growth this year.

• Increased use of mobile technology has created enormous growth in the mobile dating market. The mobile dating sector will grow to $1.4 billion worldwide by 2013.

• The volume of Google searches on mobile devices related to “dating” has grown by 215% year over year since 2008.


Market Analysis

Target market: Singles, Age 25-50

Largest percentage: Women, Age 30-40

• The youngest segment of our target market has been immersed with technology from a very young age. In many cases, technology has even replaced basic social skills and personal interaction is limited because technology is used as their main means of communication.

For the older segment of our market, while the benefits of technology are appealing, the understanding of the many drawbacks of traditional online dating sparks interest in an efficient and effective alternative.


Market Analysis

- 1 in 5 singles have met and dated someone they met online..

- 20% of singles in a new committed relationship met on a dating site..

- 1 in 6 couples who married met on a dating site..

- The average user of a mobile phone spends 13 minutes per week on mobile date site..

- Surveys show at least 30% or more of people are dishonest in their online profiles..

- Due to the economy, singles are looking for lower cost alternatives to meeting people that they are attracted to..


Differentiation

We have created a card that simply states:

“You Caught My Eye”

The card comes with a clear disclaimer: “If you are attached, please disregard and take as a compliment.”

A code on the card allows the recipient to go online and view a profile and photo of the card-giver, as well as communicate within the site before ever sharing any personal contact information. Each card will have a QR code, allowing instant site access from any Smartphone.


Differentiation

This creates a fun and easy way to never miss another connection and to always be prepared for that potential face-to-face meeting that may change your life!!

We can all agree that we could enter a room and within seconds tell if we are attracted to someone.

Using the card is a very simple, low-stress way to make a connection.

At some point we have all seen someone in passing, either at the grocery store or coffee shop, that “caught our eye.” Our card simplifies that awkward moment when trying to decide just what to say to someone. The card may also be given discreetly through a waitress or simply given in one of many creative ways, therefore eliminating any fear of rejection.


Differentiation

Our card saves singles both time and money!

- The average person using online dating sites spends between 8 and 12 hours per week viewing profiles.

** REMEMBER: At least 30% of profiles are NOT accurate. The largest category being the member’s appearance.

- The average, professional single goes on 8+ first dates per year..

- The average combined prep time and time spent on a first date is at least 2 hours..

Too much TIME & MONEY is spent on people that the member isn’t even ATTRACTED to!!


Differentiation

• Our free site will be a community hub where we will have articles, dating tips, ideas and advice.

• Our model is unique in its clarity of usage and use of technology in the new mobile dating market.

• It’s a FUN and CLASSY way to handle an introduction.

• Our service will continue to grow as we become more recognized through the use of social media marketing.

We feel that “The Dating Accessory” is very well positioned to ride the Social and Mobile market trends


Competition

Our concept is a unique “Dating Accessory “ utilizing mobile technology without any direct competiton yet with many established potential PARTNERS..such as Match.com, Eharmony and PlentyOfFish.com ect...

• One of the main problems with many dating sites is that most profiles

online are available to be seen by non-members, which is how sites such Match.com entice people to join. They allow anyone to see profiles, just not able to communicate.

• This leads many professional people to NOT put photos of themselves on sites (so they are not recognized by colleagues) which means that they usually do not get any interest. One of the main complaints of women is the amount of time that it requires to weed through profiles in which many give up and the amount of effort required (its a “part time job” is the phrase used most).

We solve that problem by... one or both seeing each other in real life first .. then reading a fun profile (we help with that) to find out more information.


Competition

• Over the years there have been other versions in various countries of using the card concept and their weaknesses are many, but can be summarized in three points.

First, they are not clear in their initial presentation.

Second, NONE utilize mobile technology.

Third, their models relied solely on membership, while our business model has multiple streams of income.

We also feel strongly that by giving our customers relevant information and upcoming events, we will be creating an ongoing relationship and a strong, well-recognized brand.


Competition

• Question: Why not just exchanged business cards?

There are KEY reasons why a business card is NOT better:

1) It contains your personal and work information. Many people will think you are soliciting business.

2) Many times circumstances make it inconvenient to approach and start a conversation.

3) A card exchange happens so fast its easy to forget what the giver looked like.

4) It requires courage to give the card and explain why, as well as courage for the receiver to call.

5) There isn't any knowledge of the person.


Marketing Strategy

• Our marketing plan will be to utilize social media such as Facebook, Twitter and YouTube. The uniqueness of our product will allow us to create buzz by using local and regional media to spread the word. We will send press releases to all online and offline media, newspapers, magazines and TV.

• We will utilize our multiple contacts in the entertainment industry to find unique and creative ways of getting our products into the hands of actors and producers, as well as distributed at the most popular entertainment venues.

• Our web team will utilize multiple SEO strategies, including Google Adworks, to move higher in the page rankings so the “Dating Accessory” is prominently displayed. As part of Adworks, our marketing will appear on other complimentary websites.


Marketing Strategy

• Representatives will create "You Caught my Eye“ events, including festivals in cities nationally.

• Dating guides for each city will allow for sponsorship packages and advertising opportunities with local businesses.By using this strategy, we can show our product’s use in a fun, social environment, encourage membership and also create local buzz. This model is easily duplicated and will be spread across locations nationally and internationally.

We are creating a magazine for single professionals that will be a complete information source which will include where to go on dates, best date ideas, what to wear and monthly singles events. The magazine will sell advertising and have sponsorship packages for events.


Summary• The Dating Accessory is an online start-up that offers customers a fun and

fast way to never miss another connection. Our unique card states “You Caught My Eye" that allows the receiver to either enter a code online or use the QR code and their Smartphone to instantly see a photo and profile of the giver. By using the card, it is a simple way to always be prepared, even when it is not convenient, while requiring very little courage.

• Our goal is to expand our site to multiple platforms. We will offer events in many cities and our site will have a pull down tab which lists the cities and countries that are having events along with local ads from each location. We will expand to have different languages available for the site and cards. We will grow our brand to encompass a variety of complementary products. Phase Two of our site will allow members the option of communicating with other members on the site. We will also add virtual gifts to add to members overall experience.

• Our business will be highly successful because of our unique blend of technology with everyday encounters that no longer have to be passed up. Singles are constantly looking for new ways to connect and our concept is fresh and simple. Our product is attractive to a large age group of men and women, straight and gay. The online/mobile market is expanding at a rapid pace and our team will constantly research and create new ways to expand our reach and make our products and services more user-friendly…always learning...always adapting.


Management

The Dating Accessory, LLC, is owned by Kimberly Petruska, who developed the concept and marketing strategy.

Ms. Petruska has put together a talented team to execute through launch and beyond. Expert consultants will assist in SEO, social networking, and growth strategies.


The FUTURE of making connections..

Documents

Dating Accessory