Like a corporation looking to grow, individuals in the dating world also look around to see where they should expand their business to next. The article lists five ways to grow into an adjacent space based on a study conducted by Bain & Company between 1995 and 1997.
Expand along the value chain – One of the most difficult ways to grow a business is expanding up the value chain. Fortunately it is much easier in the dating world. Call upon your most trusted family members and friends to keep their eyes open for potential good matches. Be sure to emphasize that you desire GOOD MATCHES and not simply matches. A common marital status (or lack thereof) between you and a potential date is not a compelling enough reason to spend time together. There needs to be something more i.e. common interests, mutual hatreds, or a desire to be adventurous.
Grow new products and services – In order to gain the attention of the opposite sex, sometimes you have to make improvements to the product (yourself). Examples of this include returning to school to get an advanced degree (like an MBA) or signing up for lessons to acquire or improve an area of personal interest (like gourmet cooking or voice lessons).
Use new distribution channels – When all your usual hangouts are not yielding the usual volume of dating potentials anymore, it’s time for a change of scenery. Get out of your comfort zone and find new situations to expose yourself to. Head out to that new club with your most hip cousin, or accompany your friend to their stake ice skating activity. The payoff of finding new channels to distribute yourself through will be worth a little bit of awkwardness.
Enter new geographies – When I lived in Florida, the LDS dating market was good but somewhat limited. After three years of YSA dances and singles conferences, I pretty much knew almost everyone in the area on at least an acquaintance level. After a certain amount of time, you may have “dated out” the market. In this case, in order to grow your “business” you may need to make a geographic change and actually move to greener dating pastures.
Address new customer segments – Are you of the gothic fashion persuasion and like to pair black clothes with combat boots? Way to be different! However, you may not be reaching your full potential audience. As pointed out in the article, companies spend lots of resources to discover their most desirable customer segments and appeal to them. You can do this too. I’m not suggesting you change the core of who you are; I’m merely recommending that you make some outward modifications to increase your ability to “distribute” your amazingness to a larger market. Give the people what they want! You!
*Based on the article "Growth outside the core." by Chris Zook and James Allen. Harvard Business Review Volume 81 Issue 12 (2003) pages 66-74.
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