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<b>by Leah and Elina Furman</b>
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<p>Published May 19, 1997<br><p>
<p><br>
<p>read <a href="../../../../www_subdomain/work/archive/brainstorm.html">more</a> Small Business Brainstorms
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<font size="+2">C</font>lassified ads, Internet chat rooms, and video dating all have one thing in common — single people. Print, techno, video and telecommunications mediums may be diverse as night and day, but all realize the fiscal felicity of nabbing a chunk of America's largest growing demographic. When you consider that nearly 50 percent of the entire American population was living a sort of solitary confinement, is it any surprise that dating services have been raking in a steady stream of funds?
<br><br>
<font size="+2">S</font>WM, DWF, DBM, SBW, SWJM. Get the picture? Dating via special services has reached mammoth proportions. An entire language has been coined to serve these lovelorn throngs. There is ample room in the market for anyone whose got matchmaking on the mind. Imagine what fun you could have playing professional cupid. Screening prospective clients, deciding whose best suited for whom, seeing the elation of a newly married pair you've brought together — what could be better? There are scores of people who live to set up their lonely friends, with nothing but the couples' eternal gratitude as their reward. Well, thank you notes need no longer be your sole compensation. These days providing a dating service is an even more rewarding occupation, both financially and emotionally.
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<font size="+1"><b>Raking in the Dough</b></font><p>
<font size="+1">A</font>nnual revenues for a dating service can range anywhere from $50,000 to $500,000. Expect to break even in four months to two years, depending on the size of your initial investment. Sales will vary depending on the location of your office and number of clients.
<p>
<font size="+1"><b>Start-Up Costs and Financing:</b></font><p>
<ul>
<li>$13,000 - $25,000 for a small office in mid-sized city.
<li>$150,000 - $220,000 for a deluxe office in large city.
<li> Small business loans (1-800-U ASK SBA), bank loans.
</ul>
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<font size="+2">It's obvious that large metropolitan areas have a greater percentage of single dwellers, but an office in a posh neighborhood can cost a pretty penny.</font>
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<font size="+1"><b>Market Research & Selecting a Location:</b></font><p>
<font size="+1">W</font>here you pitch your tent will depend greatly on an area's concentration of singles. To find the hottest zones for solo living, check with the Census Bureau, the community newspapers, and the public library. Now what about the competition? How many dating services are located in that area? Is there enough business to fuel more than one service? And lastly, what will distinguish your dating service from the rest?
<p>
<font size="+1">I</font>t's obvious that large metropolitan areas have a greater percentage of single dwellers, but an office in a posh neighborhood can cost a pretty penny. Those of you with a smaller stash of start-up capital who still want to target these areas should consider setting up shop in less expensive commercial zones. Yes, that means pounding the pavement to find the best deal. But don't go too far off the beaten track. A safe neighborhood and a nearby parking lot will make the majority of your clientele, namely women, feel more comfortable and, as a result, they will be more likely to seek out your matchmaking services.
<p>
<font size="+1"><b>License and Insurance:</b></font><p>
<font size="+1">C</font>ontacting an accountant as well as a lawyer will save you oodles of time when it comes to meeting the Federal and state tax requirements, filling out the requisite documents, and setting up an efficient accounting system. Once you've handled these matters, you'll need to find out about obtaining health and property insurance, as well as a federal employer identification number. It may take some time to lay this dull business to rest, but when all is said and done, you won't regret what you did for love.
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<font size="+1"><b>Chains of Love:</b></font><p>
<font size="+1">B</font>ecause dating services are becoming so popular, franchise opportunities are cropping up all over the nation. There are some advantages to going the franchise route. You'll receive training, financial assistance, managerial advice, and marketing assistance. If you're worried about being a small fish in the great lake of dating, consider joining forces with these gods of love.
<ul>
<li> Great Expectations Creative Management: 17207 Venture Blvd., Encino, CA 91316. 818-788-7878
<li> Selectra-Date Corporation: 2175 Lemoine Avenue, Fort Lee, NJ 07024. 201-461-8400
<li> Together: 171 Main St., Ste. B-103, Ashland, MA 01721. 800-635-3836
<li> Together Dating Service: 790 Farmington Ave., Bldg. 3B, Farmington, CT 06032. 203-677-2534
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<font size="+2">Who can put a price tag on love? Well, you can, that's who.</font>
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<font size="+1"><b>Design and Equipment:</b></font><p>
<font size="+1">S</font>pare no expense in designing your office. Putting on the ritz may just pay off in the end. And if an affluent clientele is what you're after, there's just no other way to go. You'll need a large space, state of the art video and/or computer equipment, and a sophisticated interior design.
<p>
<font size="+1">A</font>nother factor to consider when designing your office is the comfort levels of your customers. Many people may feel intimidated or frightened when joining a dating service for the first time. It will be your — and the decor's — job to make them feel right at home. Keep your video equipment safely tucked away in a separate room, so customers do not get scared at the prospect of being videotaped. The design of your office should make your clients comfortable. Rich velvet couches, muted wallpaper and traditional furniture will enable them to relax. An assortment of magazines, from The New Yorker to Elle, should divert the anxiety ridden, and get them breathing easier. To put your clients at the pinnacle of ease, you may even consider serving up tea and coffee.
<p>
<font size="+1"><b>The Price is Right:</b></font><p>
<font size="+1">W</font>ho can put a price tag on love? Well, you can, that's who. Some dating services charge a one-time registration fee, while others follow a pay-as-you-go policy. If you charge a one-time fee of $700 - $2,500 dollars, you can be sure to attract wealthy individuals. But if not enough upper bracket singles reside in your area, you may just have to go back to setting up your friends. The most effective method of setting a price for your services is to check out the competitor's rates in your area.
<p>
<font size="+1"><b>Cast & Crew:</b></font><p>
<font size="+1">A</font> dating service can easily be operated with a small staff. Most services are run by the owners themselves, with only a few other employees. To give your service a first-class feel, you should look into hiring a friendly receptionist to meet and greet your clients upon arrival. An assistant to help with filing and other clerical tasks will also come in handy. But don't attempt to fly solo if you're going to be offering videotaping services to clients. You'll have to hire individuals with technical expertise to create professional looking videos. Your clients will expect top drawer clips for their money.
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<b><font size="+2">WEB RESOURCES:</font></b><p>
U.S. Small Business Administration Online<br>
A terrific resource with information about the Small Business Act, tips on starting and financing your business, local resources, and much more.<p>
<b>Check Out Dating Service Franchises:</b><br>
Great Expectations<br>
Together
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<font size="+1"><b>Getting the Word Out:</b></font><p>
<font size="+1">A</font> steady stream of recruits is the life blood of your business. In the world of dating services, reputation and reliability are the buzzwords of success. But you'll have to attract your initial group of clients in order to display your matchmaking prowess. First, decide on the target age; there's the twenty- and thirtysomething sets, divorced singles, and senior citizens. Remember not to spread yourself too thin by trying to cater to every group. If you're chasing down the young single, you'll have to advertise in different publications than if you were going after the senior citizens. Your marketing campaign will have to be tailored to a specific demographic in order to bring in results.
<p>
<font size="+1">G</font>enerating interest can be difficult, especially when you're first starting out. Special membership deals are a popular method of acquiring a clientele. A free trial membership, "pay half now, half when married" offer, or "two clients for the price of one" specials are all solid ways for you to get your dating service noticed. Once you've roped some converts into benefiting from your know-how, you can let your matchmaking skills go to work and prove, once and for all, that if singledom is the problem, you're the solution.
<br><br>
<br><br>
<hr>
<br><br>
<a href="mailto:Faivel1.aol.com,work@tripod.com">Leah and Elina Furman</a> are freelance writers living in Chicago, and are the authors of <b><tt>The Everything After College Book</tt></b>, to be released by Adams Media in the fall of '97. Leah and Elina invite readers to visit their homepage at <a href="/">members.tripod.com/~ElinaF</a>.
<br><br>
<center><font size="-1">© 1997 Leah Furman and Elina Furman. All rights reserved.<br><br>
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