Think small to beat your industry's gorillas, exec says

11/19/2013 | CFO.com

To compete with "600-pound gorillas" like Match.com, online-dating company Avalanche has launched multiple niche online-dating services targeting specific groups such as golfers, members of religious groups and the elderly. Avalanche determinedly is refusing to go head-to-head with industry giants, even to the point of allowing bigger rivals to snatch up online ads linked to its trademarks. "We know that they lose money on [those] activities, and we cannot compete based on the ability to outspend them," explains Chief Financial Officer Peder Sahlin.

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