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Friends introduce their friends to prospective partners by way of a written profile and whilst candidates can't amend the write up they've been given, it does allow for a right of reply.
MSF has about 200,000 users and a core demographic of 25-36 year olds.
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What he found was that even though this is one of the fastest growing demographics of single people, most would never consider online dating without their child's encouragement.
Having proven the concept - being certain there was both a need and commercial value - Matt went about building a team to assist him with the creation of the site.
After stepping away from his digital agency and exploring business ideas which were both scalable and had a level of integrity, Matt tells me he started to explore the world of dating for the over 50s in a serious way.
He signed himself up to a number of "senior dating" sites and interviewed hundreds of single men and women.
Mysinglefriend, founded in 2004 by Sarah Beeny, uses peer endorsement as a key part of the site's appeal.The US dating services industry has performed well over the last five years.Revenue gains averaged 3.5pc per year over the five-year period to reach bn (£1.25bn) in 2012, with consumers increasingly turning to the internet to meet prospective dates.Whatever site, niche, network or country you launch in, rest assured your customers will connect with highly compatible matches from the first click.Our partners rising profits are our biggest success story.
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