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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.
In Saa S, you’d try to get a 3X ratio for CAC: LTV but that’s building in some profit for the company – a dating startup might be able to run it closer to the metal to get their initial growth.
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.
This limits the market size as well as restricting the types of marketing channels you can use to read those consumers.
Here’s a simple fact: It’s super hard to get a dating product funded by mainstream Silicon Valley investors, even though it’s a favorite startup category from 20-something entrepreneurs.
There’s a large swath of angels/funds who categorically refuse to invest in the dating category in the same way that many refuse to invest in games, hardware, gambling, etc.
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With dating products, the better you are at delivering dates and matches, the more they churn!
Perhaps they’d make an exception for a breakout like Coffee Meets Bagel (I’m an advisor) or Tinder, but in the main, it’s an uphill battle for dating apps to attract interest.
Here’s some data on the few dating cos that have raised.
Dating is niche and has a shelf-life All this churn is especially complicated by the fact that the dating market at any given time is pretty niche.
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.