GFBM 2015 - Tinder (3's Get Degrees)

Erik,  25

Objectiveget 1% of existing Tinder users (~ 500,000) to switch to TinderPlus in the next 6 months

ChallengesFreemium Culture: “I shouldn’t have to pay for all these services” Awareness: “What’s TinderPlus?”

Who are we targeting?

“…Buffet Lovers”

• 18 - 30 year olds • NY, LA, SF, ATL, CHI, ATX, MIA • Focused on whatever it is that makes them happy • Has Plan A. As well as plan B, C, D, E, F… • Doesn’t want to be tied down to any thing or anyone

Because our target is very noncommittal, are incredibly busy, and have a whirlwind of options available with just a swipe, they’ve realized it’s better to just find the right person to go to the David Bowie exhibit with, then find the right person to watch Jurassic Park. We call them…

“There are people you can bond with on certain levels at different times. Instead of wasting my life trying to find the ONE, I would

rather find a few that fulfilled me in different ways.

ABBY PIERSON, 20, CHICAGO

“This Ain’t a Disney Movie”

“Just as it was the norm in our mothers’ generation for most people to marry once, it’s now just as common to not mate for life. Most of us will

have several significant relationships in our lifetimes—not just one.”

- Katherine Woodward Thomas

BRANDON BROADUS, 20, INDIANAPOLIS

The traditional viewpoint on love is dead. And for the most part Buffet Lovers have accepted and are fine with this.

How does that translate into online dating?

Sites like Match, eHarmony, and OkCupid don’t work for Buffet Lovers because they’re asked to invest a lot of time and commitment with someone - Meals of Love

11

Buffet Lovers like Tinder because instead of having to sit down and enjoy a meal with someone, they can have - Snacks of Love

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Marriage Hookup Culture

Marriage is too intense for our

target. They want to live their

life and see what the world

has to offer before they

commit themselves to

someone.

But just because they’re looking for Mr. Right Now, doesn’t mean they just want a hookup. They want to have a real connection with someone, even if it lasts a short while.Tinder has the opportunity to claim the space in

the middle. The space that encourages people to view their dates as someone to learn a new perspective on life from. So both parties make the most of their time together.

“I don’t want anything serious, but I am looking for the perfect person for the perfect occasion”

We’re not in the love matching market, we’re in the moment market

VALENCIA LEWIS, 23, NEW YORK

People come and go, what last forever are moments in time

Insight

Look at TinderPlus as a way to experience life through others

Platform Idea

How do we bring this to life?

“Make Your Moments Happen”

ADVENTURE TAKE BACK MISTAKES FREEDOM

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Thanks!