{"id":17836,"date":"2023-11-06T16:51:39","date_gmt":"2023-11-06T21:51:39","guid":{"rendered":"https:\/\/d3.harvard.edu\/platform-digit\/?post_type=hck-submission&p=17836"},"modified":"2023-11-06T17:03:25","modified_gmt":"2023-11-06T22:03:25","slug":"bumble-more-than-just-a-dating-app","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/bumble-more-than-just-a-dating-app\/","title":{"rendered":"Bumble – More than Just a Dating App"},"content":{"rendered":"\n\n\n

Bumble is an online networking and dating company founded in 2014 by Whitney Wolfe Herd1<\/sup>. Started originally as a dating company, Bumble creates value by enabling users to connect with other users to potentially seek a romantic connection with. As more users become active on their platform, the more appealing it is as there is more optionality to find an ideal connection. From 2014 to 2021, Bumble had over 8.6B connections, with millions of users1<\/sup>. The company captures value through users who subscribe to their premium subscription, which unlocks added features that improve the user experience (e.g. increased user visibility within the platform and enhanced matching filters), or make in-app purchases (e.g. extended match times). <\/p>\n\n\n\n

One of the unique attributes of Bumble is it is not only a dating app, but it has over transformed to be an app to allow someone to meet “every type of person you might want in your life”1<\/sup>. This includes a “Bumble BFF” feature and a “Bumble Bizz” feature (note the screenshot of their website below). These features expand the total addressable market for the company, as the platform isn’t strictly for those seeking romantic connections, but also for platonic and professional connections. For instance, under the Bumble Bizz feature, people could find their next job – one testimonial shared on their website discusses about how a single Bumble Bizz coffee date led to someone getting a new job position on the spot3<\/sup>. Thus, the app provides an alternative mechanism for employers and businesses to seek potential candidates.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Screenshot pulled from bumble.com<\/a><\/em><\/p>\n\n\n\n

On their website, Bumble regularly posts how-to guides<\/a> and articles<\/a> that not only improve the barrier to entry in those who are learning how to utilize their app, but provide general education on the social connection space even for those who are not app users. Sample article titles include “How to Make New Friends<\/a>“, “How to Work From Home With Your Mental Health Intact, According to Experts<\/a>“, and “How to Deal with Dating Burnout”<\/a>.<\/p>\n\n\n\n

Bumble has expanded to be not only accessible through a mobile app, but also through an online website<\/a>, further reducing barriers to entry as a new user. This also enhances their scalability by capturing additional volume through customer segments who may not have access to a mobile phone (or the reverse).\u00a0Another expansion for value capture is their online Bumble shop where they sell merchandise targeting a variety of customers through their wedding & celebrations collection<\/a> (e.g. wedding party favors), capsule collection<\/a> (Bumble-branded items), and Bumble baby collection<\/a> (e.g. onesies, towels, toddler clothing). <\/p>\n\n\n\n

Overall, Bumble has continued to rapidly scale to capture value, especially with its launch into different categories as a core strategy (merchandise, education in their how-to articles, Bumble Bizz, and Bumble BFF). The company continues to pursue further diversification through plans to open their own Bumble-themed cafe shops1<\/sup>. The first such location, “Bumble Brew”, opened in 2021 in New York, which was built with 80-seats for dining areas and meant for genuine connections2<\/sup>:<\/p>\n\n\n\t\t

\n\t\t\t
\n\t\t\t\t<\/div>\n\t\t\t<\/figure>\n\t\n\t\t\t\t\t<\/div>\n\t\t\n\n\n

Pulled from YouTube \/ ABC 4 News <\/em><\/p>\n\n\n\n

Bumble’s total revenue in 2022 increased 19% to 904M, with total paying users increasing 15%4<\/sup>.  While Bumble has a successful track record when it comes to scalability, sustainability may be questioned given their broad range of diversification outside of their dating platform, and entry into higher fixed cost investments (e.g. merchandise and its associated inventory cost, lease costs for their physical caf\u00e9 storefront). While Bumble makes a bet on diversification of their platform, there is an increase in competition, as even companies like X (formerly known as Twitter) begin to consider adding dating features5<\/sup>. Another risk is that as users find what they need out of the platform (e.g. their target connection), they may no longer become an active user and the overall user growth may slow down in the future. For a company that depends on high user volumes to enable them to find their ideal match, this can be a challenge, although one Bumble’s competitors will also face. Additional challenges that impact Bumble’s potential for sustainability include maintaining safety and reducing online harassment as 49% of Americans mention dating sites and apps are not safe at all, or not too safe6<\/sup>. Furthermore, 52% of online dating users think they have encountered a scammer while using them6<\/sup>, therefore impacting brand credibility and trust.<\/p>\n\n\n\n

Sources:<\/p>\n\n\n\n

1. https:\/\/time.com\/5947727\/whitney-wolfe-herd-bumble\/<\/a><\/p>\n\n\n\n

2. https:\/\/www.inverse.com\/input\/culture\/dating-app-bumble-is-opening-a-brick-mortar-safe-space-restaurant<\/a><\/p>\n\n\n\n

3. https:\/\/bumble.com\/es\/the-buzz\/bumblebizzcareer<\/a><\/p>\n\n\n\n

4. https:\/\/ir.bumble.com\/news\/news-details\/2023\/Bumble-Inc.-Announces-Fourth-Quarter-and-Full-Year-2022-Results\/default.aspx<\/a><\/p>\n\n\n\n

5. https:\/\/seekingalpha.com\/news\/4025974-match-group-bumble-wiggle-as-twitters-musk-again-floats-dating-functionality<\/a><\/p>\n\n\n\n

6. https:\/\/www.pewresearch.org\/internet\/2023\/02\/02\/from-looking-for-love-to-swiping-the-field-online-dating-in-the-u-s\/<\/a><\/p>\n\n\n\n

Bumble logo pulled from logowik.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Bumble has transitioned from being a dating app to being a platform that provides a broader set of connections, merchandise, educational pieces, and even their own cafe storefront<\/p>\n","protected":false},"author":19387,"featured_media":17846,"comment_status":"open","ping_status":"closed","template":"","categories":[],"class_list":["post-17836","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/platform-variety-4\/","yoast_head":"\nBumble - More than Just a Dating App - Digital Innovation and Transformation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/bumble-more-than-just-a-dating-app\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bumble - 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