Dating site claims viral success

by Hayley Pinkerfield, Revolution UK 14-Jun-07, 10:10

LONDON - Dating site My Single Friend (MSF) claims its success is viral, with minimal marketing spend compared to competitor sites. The site now has 144,000 members, with 9,000 joining in May.

Nick Lisher, strategy director at MSF, said: “We wouldn’t have achieved this growth without users promoting our product to others. Every person who joins generally brings another two along.”

MSF has now launched an online advertising push on major portals and music network, Last.fm. Lisher has also announced a new co-branded sponsorship deal with drinks brand Difaronno. A competition will run on the site - the prize is professional styling for a date. Lisher said: “We get approached a lot for co-branded deals, but the offers are generally unimaginative with brands wanting to buy our users and space. We’re about giving our users great service, so any decision has to benefit them.”

MSF pitches itself as a social network, where users can link through to friend’s profiles, aiming to make online dating a less lonely experience. Key competitor sites include Datingdirect.com. Founder Darren Richards told BBC’s Money Programme that he was spending all company profits on ads, including £1 million in 2006.

MSF was launched in 2005 by TV presenter Sarah Beeny and Amanda Christie, who thought that traditional dating sites were ‘poor’. The site has spurned a book, A Date with Sarah Beeny, and a TV show is planned.