Christian Mingle

The Christian Mingle effect: take one technology and rebrand it per vertical

Greg names a repeatable play: take a generic technology and re-skin it for different audiences. Match.com built basic social-networking tech, then spun out verticals like Christian Mingle where the only real difference is the marketing.

“It's like, right, you know, Match.com basically created this technology, if you can call it technology, um, and I guess it's technology, created some technology, some, you know, basically basic social networking technology, and then focused on a bunch of different verticals, but it's the same under— the only thing that's different is marketing. So the question is, what are other opportunities where you can just take a thing and just brand it for other verticals.”

Steal thisTake a generic product, rebrand it for a specific vertical audience, and compete on marketing rather than tech.