Added: Niko Koester - Date: 17.04.2022 05:58 - Views: 35097 - Clicks: 5959
It sometimes seems like there are as many online dating sites as there are fish in the sea. But actually, most of the services are owned by just two big companies. Last week, IAC announced the launch of yet another site, Delightful , aimed at people who seek love and relationships, rather than just hookups. That appeal, combined with our know-how in this space is going to make Delightful a powerful offering in the dating category. Before ing Match, Yagan helped found OkCupid with two college buddies. In a time when there's a specific dating site for almost every micro-demographic Farmers!
Olga Khazan: What exactly is your role at Match? In terms of how I think about it in my head, all of our businesses compete in the marketplace. We haven't slowed OkCupid down. I run all the brands like cousins. You want your cousins to do well, but you want to do better. All of our brands want to win, but we certainly want to fight fair and coordinate as much as we can behind the scenes.
But to the consumer we want to offer the broadest, most competitive set of products that we can. Having that flexibility is awesome. Can you tell me a bit about that? Yagan: I started my first company when I was in my college dorm as a senior with two of my really good friends.
We started a company that became SparkNotes. You know CliffsNotes? SparkNotes is a modern-day version of that. Then I started a company called Edonkey, which was basically Napster for video. We consumed 30 percent of all the Internet traffic in Europe in Then I started OkCupid in Those are the startups that I started.
I do a lot of investing. And that's why I love Tinder so much is because that scratches my entrepreneurial itch. Khazan: Was there anything in your childhood or early adulthood that encouraged you to be more inclined toward entrepreneurship? I never had a lemonade stand, I never had a paper route. The biggest thing that I've come to is my parents are immigrants, and I really think that immigration is the ultimate entrepreneurship. Risking everything that you have for some future, speculative uncertainty.
They left their family and their comfortable lives overseas and came here for very uncertain hopes and dreams. I grew up in that culture. The willingness to take risks, the willingness to think differently about your career, those were all things that were ingrained in me. Khazan: Why did you decide to pursue dating? It seems very different from SparkNotes.
What really made it work is that SparkNotes was a better product than CliffsNotes, and it was free, whereas CliffsNotes was paid. Back in , the state of the art in online dating was psychologists. Phil was the Match psychologist. Neil Clark Warren was the eHarmony psychologist. We were all math majors, and we all thought dating was a data game and a s game.
I'd rather just watch a bunch of people date and observe their behaviors rather than ask a bunch of psychological questions and try to figure out their personality profiles. Khazan: Why did you decide to make OkCupid free? Yagan: When you compete against an incumbent, you have to change the rules of the game.
The phrase I always said, you can't out-Match. They have more money than you, they have more people than you, and they have a better brand than you. All of a sudden you have an advantage. And that's what we did with CliffsNotes versus SparkNotes. All of a sudden there was a competitor giving away their product for free. You see that in lots of industries. When someone comes in and changes the rules of the game, the incumbents can be put on their heels.
Khazan: You became part of the incumbent, though, when you ed Match. Is that a different mindset? Yagan: My worldview about how competition works is still the same. The reason OkCupid took its approach is that Match was very good at its approach. OkCupid is great if you are someone who wants to go out and look for an online dating site. OkCupid is not going to find you.
We have different marketing programs, we have different pricing programs, the products are different. People care which app or what site they use to meet their ificant other. JDate is a good example. We have [different] products because people want different things. Khazan: Is the demographic different between Match and OkCupid? Yagan: OkCupid is younger, Match is older. There are economic differences.
Yagan: About 10 million people already have. Tinder is the perfect companion app for dating. It really isn't a substitute for Match or OkCupid. You can only search for people in your immediate vicinity. But there is an immediacy and a proximate nature to it that makes it very real-time. You fire up Tinder and you can be at a bar with someone in 20 minutes. That's not what our Match and OkCupid products are deed to do. Our Match and OkCupid products are deed to give a lot of information on people so you can have a really great date in three days. Khazan: Did you meet your wife on a dating site?
Yagan: None of the four OkCupid founders did. We were all in relationships. Khazan: How did you get your insights, then? Yagan: We observed the way people date in the real world. The way people date in the real world is they collect information on people. Everyone has their own priorities. Sometimes you want someone like you, sometimes the opposite of you. Sometimes you care a lot about religion, sometimes you care a lot about cats.
Khazan: To what do you ascribe the explosion in online dating? Yagan: Like a lot of things that start online, there was some stigma when it started. Almost everyone knows someone who is or was in a relationship that started online. You sort of have this conflict in your head where either your friends are weirdos, or it's not weird to date online.
Explain that. Why is it good enough for friends and family but not for you? Khazan: What are your major goals for these businesses? Are you looking for something in particular that would make you pleased with your work?
Yagan: When percent of relationships start online, then we will have succeeded. Yagan: When everyone uses online dating the way everyone uses Amazon. There are two parts of the formula. One is people using our products and two is, do our products work. I want everyone to use our products, and I want everyone who uses them to find success. That ultimately means everyone meeting online. Khazan: So you want it to be a regular part of dating, like talking to the cute guy at Starbucks? Yagan: Yes. Nobody asks "do you shop online? You use Amazon and you go to Whole Foods. You should use all the technologies and services available to you.
Talk to the cute guy online at Starbucks and use Tinder. Khazan: What about people who say that there is a paralysis of choice—that online dating makes us non-committal because we can always go on a date with somebody else? Yagan: I think that means you end up in a better relationship. When you decide to stop going on OkCupid dates, it means you're happy with the date you have. I think one reason we have high divorce rates is because people have had limited pools.
You only had the pool of people who lived in your town or who you went to college with or who go to your gym. Relationships that start online are much more heterogeneous than those that start offline by the simple nature of the fact that the people near you are more similar to you than the people who span a broader geography. So I think it gives you much better selection, not just more selection. Khazan: And what do you say to people who say online dating is too clinical and it takes all the serendipity out of meeting people?
Yagan: Your first date is going to happen at a coffee shop, at Central Park, at a baseball stadium. That's where your story begins. That Match was the epilogue to the story is irrelevant. Your first chapter is your first date. two: Is it really a better story to say you met at a bar or in a line at Starbucks or on an airplane?
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Dating Is a s Game