Once Dating Group Startup Case Study: Revolutionizing Slow Dating

Once Dating Group

Once Dating Group is an active startup headquartered in Freienbach, Switzerland, focused on delivering a unique “slow dating” experience. By prioritizing quality over quantity, they aim to combat the fatigue and swiping burnout often associated with modern dating apps.

Founding Year: 2015

Headquarters: Pfäffikon, Switzerland

Industry: Arts, Entertainment, and Recreation

Business Model

Type: B2C, Two-sided, Product

• Clients: Singles seeking meaningful relationships, individuals dissatisfied with swipe-based dating apps, and those interested in a slower, more curated dating experience.
• Suppliers: Users who register and create profiles on the app, providing their information and engaging with others to form connections.

It’s like: Spotify for dating—delivering curated, daily matches based on personal preferences and behaviors

Once Dating Group offers a unique “slow dating” experience by providing users with one carefully selected match each day. This approach emphasizes quality over quantity, aiming to foster meaningful connections and reduce the fatigue associated with traditional swipe-based dating apps.

• Spotify offers a vast library of music and podcasts for users to explore at their own pace. Once delivers a single, curated match daily, encouraging users to focus on one potential connection at a time.
• Spotify’s recommendations are based on listening habits and allow for continuous, on-demand engagement. Once’s matchmaking relies on user preferences and behavioral data, promoting intentional and time-bound interactions.
• Spotify facilitates passive consumption of content, catering to various moods and activities. Once, it encourages active participation in the dating process, aiming to build deeper, more meaningful relationships.

Key Challenges in Modern Dating

Navigating the contemporary online dating scene can be emotionally taxing and complex. Users often grapple with the following issues:

• Decision Fatigue: The abundance of choices on traditional dating apps can lead to overwhelming experiences, making it difficult for individuals to make meaningful connections.
• Superficial Interactions: Swipe-based models often prioritize appearance over compatibility, resulting in shallow engagements that rarely lead to lasting relationships.
• User Burnout: Continuous swiping and fleeting conversations can lead to emotional exhaustion, causing many to disengage from the dating process altogether.
• Lack of Authenticity: The gamification of dating apps can foster environments where genuine connections are rare, and users may encounter deceptive behaviors.

Once Dating Group addresses these challenges by promoting intentional interactions and deeper connections through its “slow dating” approach. By offering users one carefully selected match each day, Once encourages individuals to invest time and attention into each potential relationship, fostering more meaningful and lasting connections.

Key Features

• Daily Curated Matches: Users receive one match per day, selected based on preferences and behavioral data.
• 24-Hour Interaction Window: Each match is available for 24 hours, encouraging timely and focused communication.

• AI-Powered Matching: The platform utilizes artificial intelligence to analyze user data and improve match quality over time.
• User Feedback Integration: Users can rate profiles, allowing the AI to refine future match suggestions.

Founding Story

When and How: Once was founded in March 2015 by Jean Meyer, Guillaume Sempé, Guilhem Duché, and Fabrice Fardeau in Feusisberg, Switzerland.

Jean Meyer, an experienced entrepreneur in the dating industry, previously co-founded DateMySchool, a dating platform for students in the United States. Recognizing the fatigue associated with swipe-based dating apps, Meyer aimed to create a platform that prioritized quality over quantity, leading to the development of Once, which offers users a single, curated match daily.

Founders and Their Experience: Jean Meyer, with a background in computer science and engineering from Université de Technologie in Paris and an MBA from Columbia Business School, assumed the role of CEO.

Guillaume Sempé served as CTO, Guilhem Duché as Product Manager, and Fabrice Fardeau as Artistic Director.

Problem and Solution: Meyer identified the problem of “swiping burnout” and the desire for more meaningful connections in online dating. Once aimed to solve this by offering a “slow dating” experience, providing users with one curated match per day to encourage focused and quality interactions.

Joining the Team and Growth: In May 2019, Once acquired, Pickable, a feminist dating app founded by Clémentine Lalande, which prioritized women’s privacy and provided them with 100% anonymity. Following the acquisition, Lalande became the CEO of the unified company. Under her leadership, Once continued to grow, expanding its user base and features.

Innovation and Technology: Once differentiated itself through its “slow dating” approach, utilizing advanced machine learning algorithms to curate matches. The platform also introduced features like a female rating system for enhanced safety and accountability. The acquisition of Pickable furthered their innovative approach by integrating a platform focused on female empowerment in online dating.

Key Growth Milestones

• March 2015: Founding of Once in Feusisberg, Switzerland.
• 2016: Once reaches 1 million users.
• May 2019: Acquisition of Pickable, a feminist dating app.
• June 2019: Launch of “Once Places,” a feature recommending curated venues for dates.
• January 2021: Acquisition of Once by Dating Group for $18 million in cash and stock.

Market & Competition

Target Market

• Singles Seeking Meaningful Connections: Once primarily targets individuals actively seeking genuine relationships and experiencing “swiping burn-out” from traditional dating apps.
• Age Group: The core demographic is 25-34 years old.
• Global Reach: The platform boasts over 30 million users worldwide.

Market Growth:

The online dating market is experiencing substantial growth. As of 2023, the market was valued at approximately USD 9.65 billion and is projected to reach USD 17.28 billion by 2030, growing at a compound annual growth rate (CAGR) of 7.4%. Factors driving this growth include increasing smartphone adoption, evolving social norms, and the convenience of online dating platforms.

Potential New Markets:

• Older Demographics: Once explored launching “Once Again,” targeting singles over 50.
• Niche Preferences: There’s potential to expand into niche markets based on interests, lifestyles, or values, similar to competitors like MeetMindful.

Client and Supplier Numbers:

• Clients: Over 30 million users are considered clients in this B2C model.
• Suppliers: As a two-sided platform, users themselves act as suppliers by creating profiles and engaging with the platform, thereby generating content and interactions that drive the app’s ecosystem.

Competitor Landscape

Once operates in a highly competitive online dating market.

Key rivals include:

• Tinder: A dominant player known for its large user base and swipe-based matching, often associated with casual dating.
• Bumble: Differentiates itself by allowing women to initiate conversations and offering modes beyond dating (BFF, Bizz).
• Hinge: Focuses on fostering deeper connections and claims to be “designed to be deleted.”
• Coffee Meets Bagel: Emphasizes quality over quantity by providing a limited number of curated matches daily.
• OkCupid: Known for its comprehensive profiles and matching based on values and interests.
• MeetMindful: Caters to a niche market of individuals interested in mindfulness and intentional living.

Marketing & Sales

Main Positioning Values: Quality, Intentional, and Mindful Dating

Website & Socials

Website: getonce.com

• Once’s official website receives around 388,787 monthly visits. The majority of traffic comes from direct sources, followed by social media, organic, and referral channels. A small percentage arrives via ads.
• Top countries visiting the site include the US, the UK, Australia, Spain, and France, highlighting a broad international reach.
• Facebook, Reddit, YouTube, and Instagram are the main social media sources driving traffic.

Media Coverage

• Global Dating Insights: Covered the acquisition, emphasizing Once’s popularity in Western Europe and its approach of presenting users with one curated match per day.
• Mobile Marketing Magazine: Discussed the acquisition details and Once’s position as an alternative to fast-paced dating apps like Tinder and Bumble.
• EIN Presswire: Highlighted Once App’s focus on mindful and intentional connections, presenting one carefully chosen match per day to encourage deeper relationships.
• Partech Partners: Announced the acquisition, noting the integration of Once into Dating Group’s portfolio and the continued leadership of CEO Clémentine Lalande.
• Startup.ch: Provided an overview of Once Dating AG’s mission to bring back the magic to online dating by focusing on quality over quantity.

Marketing Strategies

• Target Audience: Once targets singles actively seeking genuine connections and meaningful relationships, particularly those experiencing “swiping burn-out” from other dating platforms. The primary demographic is 25-34 years old.
• Customer Acquisition:
  • Freemium Model: Once operates on a freemium model, offering basic features for free, such as receiving one curated match per day. This approach attracts a broad user base while encouraging upgrades for additional features.
  • Premium Features: Users can access enhanced functionalities through premium subscriptions, which include benefits like multiple daily matches, the ability to see who liked their profile, and advanced match preferences.
  • In-App Purchases: The platform utilizes a virtual currency called “Crowns,” which users can purchase to unlock special features such as sending messages without mutual likes, extending conversations, and accessing additional matches.
  • Retargeting Campaigns: Once employs retargeting strategies to re-engage users who have installed the app but haven’t registered or become active. These campaigns utilize personalized ads to encourage user activation and retention.
• Suppliers: As a two-sided platform, Once’s “suppliers” are its users who create profiles and engage with others, forming the core value of the platform. Attracting and retaining a substantial user base is crucial.

Product & Innovation

Intentional Matchmaking

Once distinguishes itself by offering users one curated match per day, emphasizing quality over quantity. This “slow dating” approach encourages users to invest time and thought into each connection, fostering deeper and more meaningful relationships.

Personalized Matching Algorithm

The app employs a smart algorithm that analyzes user preferences and behaviors to deliver compatible matches. This personalized approach enhances the likelihood of successful connections by aligning matches with users’ individual dating goals and interests.

Enhanced User Safety and Accountability

Once integrates features that promote user safety and accountability, such as profile verification and the ability for users to rate their interactions. These measures aim to create a trustworthy environment where users feel secure and respected.

Mindful Dating Experience

By limiting matches and encouraging thoughtful interactions, Once fosters a mindful dating experience. This approach reduces the overwhelm often associated with endless swiping, allowing users to focus on building genuine connections at their own pace.

Innovative Features for Deeper Connections

Once offers unique features like “Vibes,” allowing users to express their personalities and interests beyond photos. These tools facilitate deeper connections by highlighting shared values and lifestyles.

Financials & Metrics

Revenue Sources

• Premium Subscriptions: Once offers users optional premium subscriptions that provide enhanced features, such as receiving more than one match per day, unlimited likes, and seeing who has liked their profile.
• In-App Purchases: Users can purchase “Gems” or “Coins” to unlock special perks, including sending messages, photos, and virtual gifts.

Metrics

• Funding and Investments: In January 2021, Once was acquired by Dating Group for approximately €14.9 million (around $18 million) in a combination of cash and stock.
• Employee Count: Estimated between 11 and 50.

Structure & Culture

Organizational Structure

Leadership:

• Clémentine Lalande: Co-founder and Chief Executive Officer (CEO) of Once.
• Jean Meyer: Co-founder of Once and former CEO; he stepped down in August 2019 but retained a stake in the company.

Teams:

Once operates with dedicated teams focusing on various aspects of the platform, including:

• Product Development
• Engineering
• Marketing
• Customer Support
• Design
• Business Development

Culture

Once’s culture is centered around fostering meaningful connections and promoting intentional dating experiences. The company’s philosophy emphasizes:

• Mindful Dating: Encouraging users to engage in deliberate and thoughtful interactions, moving away from the superficiality of traditional swipe-based apps.
• Authenticity: Empowering users to express their true selves through features that highlight personal interests and values.
• Safety and Respect: Implementing features that prioritize user safety and promote respectful behavior within the community.

Impact & Success

Customer Feedback

Once Dating App has garnered a mix of user experiences, with some appreciating its unique approach to online dating, while others express concerns over its functionality and authenticity.

• Mixed User Ratings: The app holds an average rating of 3.7 out of 5 stars on the App Store, indicating varied user satisfaction.
• Concerns Over Fake Profiles: Numerous users have reported encountering profiles that appear to be bots or fake accounts, raising questions about the authenticity of matches.
• High Communication Costs: Users have highlighted the app’s pricing structure, noting that messaging requires purchasing “Crowns” or “Gems,” which can become expensive over time.
• Limited Free Functionality: While the app offers one free match per day, additional interactions often require payment, which some users find restrictive.
• Positive Experiences: Despite criticisms, some users have shared success stories, including finding meaningful connections and even long-term relationships through the app.

Success Stories

While criticisms exist, there are users who have found success using Once:

• Meaningful Connections: Some users have reported forming genuine relationships through the app’s curated matching system.
• Appreciation for Unique Approach: The app’s focus on providing one match per day has been praised by users seeking a more deliberate and less overwhelming dating experience.

Growth & Future

Challenges and Risks

• Market Saturation and Competition: The online dating landscape is increasingly crowded, with dominant players like Match Group and Bumble facing user fatigue and declining engagement. Once must navigate this saturated market, differentiating itself amidst a plethora of alternatives.
• User Trust and Authenticity: Maintaining user trust is paramount. Concerns about fake profiles and monetization strategies that prioritize revenue over genuine connections can erode user confidence. Ensuring authenticity and transparency is essential for sustained growth.
• Technological Integration: As AI becomes integral to matchmaking, Once faces the challenge of integrating advanced technologies without compromising user experience. Balancing innovation with user comfort and privacy is a delicate endeavor.
• Global Expansion Complexities: Expanding into diverse markets entails understanding and adapting to varying cultural norms, legal frameworks, and user expectations. This complexity requires meticulous planning and localization strategies.

Future Plans

• AI-Driven Matchmaking: Once plans to enhance its matchmaking algorithms using AI to provide more personalized and accurate matches, aiming to reduce user fatigue and increase satisfaction.
• Feature Innovation: The company is exploring new features that foster deeper connections, such as interactive virtual dates and enriched user profiles, to stand out in the competitive market.
• Strategic Partnerships: Once aims to form alliances with organizations that align with its mission of promoting meaningful relationships, potentially expanding its reach and resources.
• Market Diversification: Targeting niche markets, such as mature singles or specific interest groups, is on the horizon to cater to underserved demographics seeking genuine connections.

Key Takeaways for Entrepreneurs

• Challenge the Status Quo: Once, Dating Group disrupted the conventional swipe-based dating model by introducing a “slow dating” approach, offering users one curated match per day. This strategy emphasized quality over quantity, catering to individuals experiencing “swipe fatigue” and seeking more meaningful connections.
• Embrace Counter-Intuitive Pricing: Instead of relying solely on subscription models, Once implemented a freemium approach, providing basic services for free and monetizing through in-app purchases like “Crowns” or “Gems.” This model addressed user concerns about subscription fatigue and offered flexibility in how users engaged with premium features.
• Prioritize User Privacy and Empowerment: Through the acquisition of Pickable, once emphasized user privacy by allowing women to browse profiles anonymously without creating an account. This move highlighted the importance of addressing user concerns and promoting empowerment within digital platforms.
• Focus on Core Value Proposition: Once’s success was rooted in its commitment to delivering quality matches daily, reinforcing the importance of a strong core value proposition. By staying true to its mission, Once attracted a dedicated user base seeking genuine connections.
• Navigate User Churn Strategically: Understanding that high churn rates are common in the early stages of user engagement, Once’s model encouraged daily user interaction without overwhelming them. By limiting matches to one per day, the app maintained user interest and reduced the likelihood of early churn.