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Built-in churn Churn sucks, and the better your dating product works, the more your customers will churn*.

Every churned customer is a new customer you’ll have to acquire just to get back to even.

Again, one of the ways that the new generation of mobile dating products solve this is that they are free plus focus more on casual dating.

Both factors open up the market to a wider audience, reduce churn, and create opportunities for viral growth.

In order to make the ROI work, you have to calculate your customer acquisition cost (CAC) versus your lifetime value (LTV) and make sure you are making enough money to support both the marketing as well as operations.This essay also compliments a previous one on operating, from How About We co-founder Aaron Schildkrout, now at Uber, who also wrote about his experiences.Here are the reasons usually given for why investors don’t do dating: Let’s break it down.This limits the market size as well as restricting the types of marketing channels you can use to read those consumers.A similar challenge is that these products aren’t “social” in the same way that Skype or Facebook might be.

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