eHarmony case

By group 3:
-29121008 - Anne
-29121053 - Anas Zakaria
-29121089 - Yorend F
-29121119 - Abdul Aziz L
-29121217 - Lusi WS
-29121304 - Aqila Gabrita
 What the eHarmony Candidates
Limitations in Finding a Partner?
1. Limitation for the people who have divorce → when they already divorced
3 times → they can’t use the app
2. Not aims for people with homosexual interest
3. Limit the match because the app separate the people who paid and not
paid
4. Limit the match because the app only leads the people who have same
interest or similarity exact based on the 250 question on the questioner
(“the pool is limited”)
5. Quite expansive to unlock paid features
6. Time consuming to answer the questions (especially for the user who are
not subscribe / paid the app) → the fast tract question is only provided for
the user who paid/ subscribe
7. Finding match who has the same race and religion
 What did the eHarmony Candidates
think as their alternative Solutions?

● Finding another dating app which is more comfortable to use, less expensive, giving more
matches, The competitor include:
1. Match.com
2. Niche Site
3. Tinder
4. Coffee meets Bagel
5. SinglesNet
6. Yahoo!
● Have real blindates
● Find it by the candidate itself, for example: by joining new community, club to meet new
people
● Use social media, example: instagram, facebook
● Ask family or friends to match them with others
 What are the eHarmony candidates
problems or pain? So, they come to eHarmony.

1. Pressure from family and environment to have relationship

2. The needs to find the correct person (high similarity and interests) to have a
serious relationship
3. Depression and loneliness of being single
4. Limitation of time to find a partner
5. Thoughts of having a marriage relationship but there no people nearest to do
so
6. Feel lonely and need a life partner
7. Hard to find person that want a serious relationship
8. Betrayed from previous relationships
 What are the root causes
of visiting eHarmony?

1. Failure to get partner in real life → try to find one by visiting eHarmony
2. Time limitation to find a partner
3. Limitation of networks to find a good match
4. Psychological problems → loneliness and depression
 What are the Harmony
(target segment) characteristics?

1. People that have a big interest in a serious/long-term relationship

2. Single
3. Not casual daters
4. Heterosexual / Straight people
5. People who has more intention to have a relationship and has high commitment
6. Desperate to find a partner
7. People that want to communicate with someone that have same vision with them and also
same view about a relationship
8. Willing to pay subscription fee
Unilever Case