Mate1.com: Digital Dating Dilemma

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Case

Reference no. 9B17EC015

Simplified Chinese language

Subject category: Knowledge, Information and Communication Systems Management

Authors: Derrick Neufeld (Ivey Business School, Western University); Charles Wasserman (Ivey Business School, Western University); Dharsana Vijayaratnam (Ivey Business School, Western University); Thomas Yuk (Ivey Business School, Western University); Sharon Bir (Ivey Business School, Western University); Deb Elkink (Independent Author)

Published by: Ivey Publishing

Originally published in: 2017

Version: 2017-11-24

Length: 12 pages

Data source: Field research

Topics: Digital marketing; IT strategy; Information systems; Entrepreneurship

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Abstract

This is a Simplified Chinese version. In 2017, a successful online dating company, Mate1.com, based in Montreal, was pursuing a two-year goal of increasing revenue by 50 per cent and net operating margin by 15 per cent. However, its ambitions were being hampered by unavoidably high advertising costs, an inadequate reporting system, and a maturing industry life cycle. Should the firm explore new business models and consider acquiring a competitor-or was it time to divest and sell the firm?

Locations:

Canada; United Kingdom; United States

Industry:

Arts, entertainment, sports and recreation

Size:

Small

Other setting(s):

2017