How should Tinder address the challenges that it faces from incumbent online dating services and what strategies would enable it to mature into a differentiated social platform?
How should Tinder address the challenges that it faces from incumbent online dating services and what strategies would enable it to mature into a differentiated social platform?
Founded in 2012, Tinder has commanded the attention of investors and entrepreneurs alike. Dating site users had long valued and were willing to pay subscription fees for traditional dating websites that filter a small selection matches from a large population of potential partners with the promise of more meaningful interactions. Tinder, on the other hand, initially offered a free service that extended the range of people users could access, with little attention to the quality of potential matches. In 2016, Tinder was poised to transition from a free access model to a monetizing platform. This case outlines the company's history, its monetization strategy, and the industry's competitive landscape—and asks students to consider Tinder's prospects for continued growth.