Eharmony

eHarmony should opt for the third option, that is “growing a new business based on eHarmony’s own research…”   The company has already substantially invested in R&D labs and studies on physical attraction and life stage transitions.   The findings on these studies could be used as a competitive advantage to acquire more subscribers than the company’s competitors.   Moreover, eHarmony has always distinguished itself from the other sites by having created a system that is based on the specific results of studies, rather than a random set of questions.   eHarmony’s well know reputation will help the company to create credibility and awareness of the new service.   Furthermore, eHarmony already has the knowledge of how to target this market, and the company already has the customer base.   The new services would feature expert advice on weddings, pregnancy fertility, parenting and elder care.
      The new services would allow eHarmony not only to keep its old customers through different stages in their lives, but it is also an opportunity to target an entirely different niche of customers that might not be interested in dating services.   For instance, there is a market for parents who need advice with respect to their children.   These parents have numerous questions and concerns regarding their children’s behavior, education, and health, among many other issues, and they don’t have an identifiable source for answers or forum for sharing knowledge on these critically important subjects.   eHarmony could serve as a source for important information for people, whether through postings of information or providing direct access to experts in specific fields, and the company could also serve as a forum for people to share their experiences with others who might be coping with similar circumstances.   Furthermore, the new services would reinstate eHarmony’s position in the market as a family-oriented company and provider of services, creating an image of a website which supports...