… I tried to find a market fit for our dating app.
Yes, thats correct we made yet another dating app which we want to set out into the world. Maybe, its wise to explain why we made yet another dating app, before you decide to swipe right and reject us entirely.
So, you swiped right and had a match made with that person that caught your eye. You then spend quite sometime chatting through whatsapp, to “get to know” that new person. Once that box is ticked, you make the time and date to actually meet in person.
Except… Those photos were 5 years old and 10 kilograms lighter. Sure, we are being a little skin deep with the way we think, but lets be honest, being attracted to that new person DOES help.
This is why we decided to make video’s a central part of flitz. We think (and this is where I am busy trying to find that market fit) that video’s will help us to give us a better first-up impression, more then what photos and the mentioning of some hobbies do with other apps.
Right, now that I’ve introduced the why the next part is trying to work out the who. And what I mean by the who, is who is our elusive market and where do they exist. We have an idea on whom we would like to attract (expats in most major european cities), but are they really the ones that are interested in using the app? The age group we also are targeting is similar to that of us co-founders, 27 to 42 years old. We also decided to start in one city first, Amsterdam, which really starts to narrow that market down.
Armed with that information, we (roughly) calculated that there should be approximately 70,000 — 100,000 potential customers in Amsterdam alone, that have English as their first or working language. For us, this was a good starting point to go and out and market to our niche audience.
Our first port of call was to get some likes on facebook to unlock some more of their functionality, namely insights. The results of that campaign was rather surprising.
The majority of likes came from women between the ages of 25–34, but they also had the most impressions. The best performing were males of the same group as the women. However, females and males aged between 55–64 seemed to be more receptive to the idea than any other age group. With this small data set, it seems my first theory could be out of the window!
Unfazed and full of hope, I created a second test with similar type of advertisement (with a different design, of course) that would promote the website, targeting females for the first 5 days, before targeting both male and females. At this stage, I am still guestimating who that market fit is, but the results seem to show that more men will react before women and the age group between 55–64, seem more interested.
A side note: we have not yet targeted the homosexual audience. We are first attempting to capture a heterosexual audience, before branching out to homosexual market.
Below are the results of the campaign.
This is where things get interesting. We again see that the 55–64 age group, for both men and women, outperform that (clicks v reach) of our original target group. It could be an idea to think about our target group. But before we do that, I think we will run another small advertising campaign to confirm that our market might be something else then what we thought it would be.
As for other ways to see what our market fit will be, we will be trying another first time in the coming week. Standing in a busy park, asking people to take our survey in trade for a free drink. Should be fun.
Oh, and if you’re interested in the app, please don’t be shy. Swing over to our website, leave your email and I will be sure to get back to you :).
