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Company: Isuki Ltd
Project: The Isuki Generation
Dates: Mar 2008 to Mar 2008
How did the project start?
The idea for Isuki.com was born in July of 2007 while I was working in online advertising in London. Working in a hectic urban environment I realised that my friends were having problems meeting people they were attracted to on normal dating sites. After a meeting with the Entrepreneurs Forum and Business Link North East I realised that my dream for a dating and networking site where the members choose who joins could easily become a reality.
What options did you consider?
To promote the site we looked at online advertising in the form of Facebook and Myspace group targeting and blogging.
What help and expertise did you receive?
Expertise came from North East Business Link who, during twice monthly consultations, advised on everything from accountancy and setting up a limited company to encouraging me to conduct market research in the form of focus groups and questionnaires in order to explore the market and demand for the service further. Additionally Karol marketing has been brought in to advise on a national PR campaign that will launch from April 1st 2008.
Did you face any challenges or learn any lessons?
Through focus groups and questionnaires it was established that although the idea was very well received and the fundamental elements of the site should stay the same, we also had to tailor the service to demand of the public and many of the original features were changed to adapt to this want. Many features were also added during this process so that the site would appeal to all cross-sections of the public.
What are the outcomes and how has it improved your business?
The skeleton of a plan that was initially devised was deconstructed and all elements were deliberated and cogitated and transformed into what I believe is a much more contemporary, slick and marketable product today. The target audience has changed from the original ABC1 25-40 to ABC1 and open to any age as during research there was a high demand for the service in the over 40 category. Naturally the site is also open to any race and sexual orientation.
What are your plans for the future?
To not only be a major player in the dating arena in the UK but to achieve international status.
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