Plenty of Fish

According to Forbes, there are more than 2,500 online dating sites. Among those dating sites is PlentyOfFish.com, a dating site founded by Markus Frind. As shown, there is already high competition in the industry. With entry barriers being high, since time and cost of entry is low, there are many companies being formed to generate the new “couple” off their site. The fact that the use of “technology” is always there, there is little to no threat in entering this industry. However, being an online dating site lacks the use of differentiation. There is not much that companies like PlentyOfFish can do when it relies on the same basic idea of having consumers use the site, rather than another site. Other than that, it is a matter of branding itself to appear to the everyday “single” community and to attract those users to bring attention to their website. The drawback is that there are many substitutes that can easily replace any dating site, making the competition even higher for Frind’s’ company. Aside from the company and how competitive the industry is, from the consumer’s perspective, they have higher bargaining power. This industry has a high number of customers who have the ability to pick a substitute and have a better say in what to do with the price sensitivity.

According to Forbes, there are more than 2,500 online dating sites. Among those dating sites is PlentyOfFish.com, a dating site founded by Markus Frind. As shown, there is already high competition in the industry. With entry barriers being high, since time and cost of entry is low, there are many companies being formed to generate the new “couple” off their site. The fact that the use of “technology” is always there, there is little to no threat in entering this industry. However, being an online dating site lacks the use of differentiation. There is not much that companies like PlentyOfFish can do when it relies on the same basic idea of having consumers