En Busca de Amor
With 401,000 members, Corazones.com is one of the larger players in the field. Quepasa bought Corazones in early 2007, and rebuilt the architecture for the site, which remains the same to this day. “We bought the site with the view that the Latino dating market is still underserved,” says QuePasa President John Abbott. “We’ve actually rebuilt and re-designed the site, but have not relaunched it yet.”
QuePasa itself is undergoing a major re-launch, and is currently in Beta. This is the primary reason that the company’s plans for Corazones have not yet borne fruit. “We’re going to hold off on the Corazones relaunch until the QuePasa
relaunch is complete,” says Abbot.
Corazones is an interesting example of a dating site, due partly to the fact that almost half of its membership—40%— resides in Mexico; 20% of its audience is U.S.-based, and the rest are located in various Latin American countries.
Expanding the base...
As part of the re-launch, Abbott says, their goal is to grow the U.S. base further. Demographically, Corazones
is similar to other Latin Dating sites, with males constituting the majority of the membership base. One way in which the site plans to achieve this goal is through its current free membership offering, which allows users to use premium features at no cost. “In the run-up to the re-launch we think it’s a good way to generate interest,” says Abbott. While the company’s revenue model has traditionally been membership, based, they are considering a hybrid approach for the new site, that would also rely on advertising dollars.
Given the site’s largely Latin American clientele, all communications are in Spanish. As part of the re-launch, the company is going to emphasize the possibility of pairing white men with Latina women: “This is a feature that we’ve seen considerable demand for from both parties. Caucasian men are quite interested in meeting Latina women, and vice versa,” says Abbott. Corazones is planning to launch a marketing effort around the sites new features upon its relaunch in Q3-Q-4.
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