However, despite such competition e Harmony was able to distinguish itself by offering more personalized services that allowed for guided communication between would-be partners by use of personality profiles.1.4 The threat posed by substitute products Apart from Match, according to Piskorski, Halaburda, & Smith other free sites were coming up all over the internet that made it difficult for paid online sites to retain members (1).For instance, according to Piskorski, Halaburda & Smith, the company was considering easing some of the restrictions to joining the site, allowing more casual daters, and expanding geographically (13-14). In addition, the company looks to focus more customers’ life events such as weddings, births, parenting, and care for the elderly. This caused paying members to complain that sometimes they sent messages to non-paying members and never got any response, meaning it was a loss in investment.This made the company consider showing paying members which messages had been read and which ones had not. e Harmony’s value proposition At e Harmony, the customer gets the chance to communicate with a potential partner after having paid for the communication process.When e Harmony started in 2001, the customer base was, mainly composed of people seeking serious relationships especially among faith-based communities.Piskorski, Halaburda & Smith write that e Harmony received over 100,000 subscriptions within the first few weeks after launching (4).
He is just asking for some insight, we are not here to convert you to our ways.According to Piskorski, Halaburda & Smith, results from a study conducted in 2005 showed that on average in the United States, members belonging to the e Harmony site married everyday, and by 2007on average, 236 e Harmony members were getting married daily (8). The company continued to strategize in a bid to invent products that would attract more members and retain the current ones. People were opting for the more personalized yet free online sites instead of having to pay for similar services on paid sites.However, these users were more of the casual daters; but those seeking serious relationships continued their subscription to e Harmony.In fact, the company has gone against the traditional idea that opposites attract and opted for the similar traits while match-making.