Paktor Case Study Analysis
Section 6_AF1 (20F637, 20F659, 20F604, 20F664, 20F652, 20F660)
Introduction:
Dating can be very complicated. And as it is the human tendency to simplify things for
himself, we can find various ‘matchmakers’ scattered throughout history, from official
matchmaking gurus to newspaper advertisers. But for these modern and internet-savvy
times we have Dating Apps. This case analysis is about a dating application named Paktor
which is a Chinese term for “Going on a date”. It was founded in 2013 in Singapore by
Joseph Phua, Shen Ng, Charlene Koh. Here, we will see how it evolved from an idea to a
successful dating platform and we’ll be evaluating the options which Paktor have in order to
expand its user base.
Timeline:
Critical Success Factors:
From the data and facts mentioned in the case study we have come up with a comparative
study among the 4 major dating apps (Paktor, Tinder, Bumble, Coffee meet Bagel) based on
the various parameters which are mentioned below in the table.
Coffee Meets
Tinder Bumble Paktor
Bagel
Asia, Europe, US,
Popularity Region US US Southeast Asia
Australia
Facebook Facebook
Sign Up Facebook Facebook
Phone Number Phone Number
One profile at a One profile at a Selection of
Profile Appearance One profile at a time
time time Profiles at noon
One large profile One large profile One large profile
picture picture picture
Information at top Name is private Name, age, Height
name, age, job
name, age, job title
title Short Description
Distance Location 9 pictures
Other info Word Description Mutual friends
Info after clicking age, location,
height, ethnicity, More pictures
on profile
Recommend to a religion,
More Pictures
friend occupation,
employer &
education
Yes Yes Pass Yes
No No Connect No
Buttons Super like Virtual Gift
Boost
Rewind
300 words About
6 pictures 9 pictures Add up to 5 pictures
Me
Connect to
500 word about me Spotify and Education 100 words about me
display top artists
Your Profile
job title and 3 fill in the blank Education
company, questions Background
Education, I am ___, I like
Instagram Photos, ___, I appreciate
Spotify link when my date ___ Job Title
Only women can Name will be
Super like message after a revealed after the Virtual Gifts
match match
Uniqueness
Date Guarantee (3
Rewind months of premium
service for free)
Only women can
Chatline opens up message after a Name is private Chatline opens up
Communication match
when there’s a when there’s a
Initiation
match Match disappears 24 hours to pass or match
in 24 hours like
Profile
recommendations 100 Unlimited 21 Unlimited
per day
Location by city Distance Distance Age Range
Maximum Distance Age Age Height Range
Gender
Gender preferences Gender preferences Proximity Range
Filters preferences
Education and
Height, Ethnicity,
Age Occupation for
Religion
Premium user
Tinder Plus BumbleBoost
5 super likes See who already Activity reports of Send more messages
everyday liked you the potential match and gifts
Profiles visible Rematch with Activity in last 3
more filters
around world expired matches days
Premium Service Average time taken
hide your age and Get unlimited see who viewed and
to respond to
distance extends liked them
messages
unlimited rewinds
Extra Matches
and likes
boost the profile
View Mutual
No advertisements
friends
Free boost every
month
Per month
Per month Per month Per month 1 Month- SG $37.95
Premium Service 1 Month- $9.99 1 Month- $7.99 1 Month- $35 3 Months - SG
Charges 6 Months - $5.38 3 Months - $5.00 3 Months - $25 $23.99
12 Months - $4.58 6 Months - $4.17 6 Months - $20 6 Months - SG
&18.33
Situation analysis:
After analysing the facts given in the case study, we have come up with situation analysis of
the company like strengths, weaknesses against its competitors like tinder, bumble and
coffee meets bagel it has and what opportunities it has to expand its market.
1) Strengths
Huge market share in South East Asia with 20M active user base
Paktor has regular significant funding (as shown in timeline).
Global company acquisition.
Presence in offline matchmaking market (Gai Gai).
More research and development focused (Paktor labs).
Unique features like virtual gifts and date guarantee.
2) Weakness
Pricing not competitive as compared to other players in the market.
3) Opportunities
Venturing into the global market.
Penetrate the Indian and Chinese market.
Focus on being the clear market leader in South East Asia.
Evaluation Metrics:
Competition Investment Political User Base
Influence
Expand Globally High Very High More data Comparatively less
Required favourable (high
competition)
Penetrate in Low High Somewhat Very Favourable
India Favourable (High youth
population)
Penetrate in Low High Unfavourable Favourable
China
Focus on clear Very Low Medium Highly Comparatively not
market leader in Favourable favourable
South East Asia
Based on the various options available for Paktor we have rated them based on different
criteria:
Solutions Suggested:
Penetrate in Indian market but not in Chinese market.
In support of this solution we have these points:
1). As per our research, we came to a conclusion that since Tinder is the only dating app in
India, it would be easy for Paktor to penetrate the Indian market and grow its business
rapidly.
2). As per the comparison carried out in the table above, Paktor has 3 similar apps to
compete with. As the table suggests, the Premium service charges payable per month for
the other 3 apps over Paktor is cheaper. So, this is worth considering and Paktor should
think about revising the charges if it wants to enter the Indian market.
3). Due to digitalisation project in India and introduction of Jio 4G network in 2016 every 3 rd
person had access to internet connectivity by 2017 so, this is the factor that should be
considered by Paktor to penetrate the Indian market.
4). The youth population (18-35) in India is quite high which is also an important factor to be
considered as youth constitute 88% of the customer base of Paktor.
5). We are not considering China because the political influence is very high being the
communist country and in 2009, they even banned western country apps like Google,
Facebook.
Conclusion:
Paktor has a good consumer base and the design is innovative with interesting and
unique features. Their presence in the global market is expanding, they have regular
funding and promising possibility of growth. With a focus on the right market, Paktor
can be a market leader in its segment. So, they have the potential to increase their
market presence given that they make their price competitive.
