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In January of 1996, Match Mate added singles' mall features to its home page.
This included a photo gallery and biographical data about singles who posted in a special section called American Ads (listed by state).
The implicit purpose of the system is to educate and raise awareness about one's individual dating patterns and needs in terms of romantic partnership.
In completing the application form, singles evaluate themselves and potential partners in terms of race, religion, education, personality traits, physical description, health, interests, lifestyle, sexual orientation, children, personal habits, and relationship goals.
In February of 1996, the advice feature was added to the home page.By the first anniversary, the Match Mate home page was recording 40,000 hits a month. In the spring of 1995, Match Mate sold its interest in Western Massachusetts as an existing base and moved its headquarters to Boston, Massachusetts.