1. Product Launch & Marketing Plan
for ABC Dating Nigeria

2. Market Overview
The internet and dating will continue to be a match made
in heaven. With consumers using the internet more than
ever before, demand for online dating services is on the
rise. In particular, demand from niche dating networks is
increasing, and a new wave of smartphone applications
will bring the industry to more people.
The Dating Services industry exhibits a medium degree of
market share concentration. In 2015, the four largest
dating companies in the United States are estimated to
account for 45.2% of industry revenue.

3. Market Overview
Back here in Nigeria:
• The majority of operators are small firms that focus on
providing services to local markets.
• Operators have few labor requirements
• Online dating sites do not pay tax in Nigeria
• In 2014,Google estimate 450,000 searches done daily
on “online dating”

4. Top Dating firms in Nigeria
1.Sexy Naija:
• Established in 2005
• 540 visit per day
• 31,000 registered users
2.Naija Planet:
• Established in 2008
• 3000 visit per day
• 44,000 registered users
3.Lifecomrade:
• Established in 2011
• 2800 visit per day
• 84,000 registered users
4.Friendite
• Established in 2012
• 9000 visit per day
• 64,000 registered user

5. Unveiling Nigeria :
Attracting consumers and informing the public.
Steps in Launching ABC Nigeria
 Determine target Audience.
 Deciding what demographic will benefit most from the
service.
 Implement a unique slogan
 Know your competition
 Consult a public relation firm
 Write a product sheet
 Purchase advertising
 Hold a press conference

6. Marketing objectives and targets
 Increase brand awareness by 70% among Nigerian online
dating users over the next 6 months
 Gain a minimum of 4,000 new users monthly
 Sell Premium option to at least 2000 users monthly
 Achieve a high level of user satisfaction of 90% among
users
 Reduce marketing cost by 10% over the next 6 months

7. Sales & marketing tactical strategies
Brand
 Ensure relevant up-to-date content is made available on website in-
order to enhance the impact of search engine optimization, offline
activations and advertisements on relevant websites.
 Creative presentation and easy access to Shortlist Nigeria
information via promotional materials.
 Digital/ social media brand presence.
 Premium listing on high traffic websites
 Digital display screen to be use for in-house advertisement

8. Sales & marketing tactical strategies
Users
 Organize network events targeted at a particular
demographics
 Strategic partnership to create awareness to specific large
market/demographics
 Promotional initiatives aimed at users retention.
 Weekly competitors analysis

9. Marketing plan ( Media/Digital )
1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month
Advert features
on sports and
celebrity
magazines
Online Reviews Radio Jingles Press
Release/Online
reviews
Online reviews Search Engine
optimization
Search Engine
optimization
Large Scale
promotion
(Neighbors by
numbers)
Advert features
on sports and
celebrity
magazines
Emails & SMS
campaign
Large Scale
promotion
(Neighbors by
numbers)
Emails,SMS and
online campaign

10. Marketing plan(calendar of events)
1st Month 2nd Month 3rd Month 4th Month 5th
Month
6th Month
Media &
Entertainment
partnership
event
Host local
bloggers and
PR executives
Partnering with
a local
appealing
brand
Media &
Entertainme
nt
partnership
event
Host local
bloggers
and PR
executives
Partnering
with a local
appealing
brand

11. Pricing Model
I suggest a market penetration pricing strategy.
 We will be the lowest price provider- N2000 for premium
option/subscription per annum
 Price adjustment will be determine by market forces.
 A Reaction to competition
Other coincidental Service offerings will include:
 e- commerce
 Advertisement

12. Structural Support – Motivation Plan
I will Strategically engage my team by requesting for daily
feedback , organize brainstorming meetings and maintain
relationship. I will device a Compensation and employee
motivation plan -
• Base Salary
• Commission on Sales
• Performance Bonuses
• Profit sharing

13. Performance Metrics
Marketing activities would be evaluated based of the following metrics:
• brand awareness level
 Number of web visit
 number click
 length of stay
 depth of navigation
 number of calls received
 number of following,
 number of likes
 number of complains,
 Customer satisfaction level
 number of new registered users/ premium options
 cost per new client acquire
 Sales Expense/total Sales
 ROI

14. This is were the
money is!
Follow the
money.
Thank You.