In this wonderful age of the web and its integration into the very core of our lives it is very difficult for a new concept to gain a foothold in peoples minds and to become accepted. The main reason for this is because the web provides us with a view of pretty much everything. We have an ocean of information, opportunities, interactions and choices at out fingertips and it is because of this that we have to skim the web and take only the creamy bits we want or need.
So when I began I Do Directory I was well aware of the enormity of the task I was undertaking, that is to break into an already saturated wedding directory market but also do it with an entirely new business model.
The idea for I Do Directory came about because the various pricing models offered by the major Wedding Directories were complicated and entirely price driven or a frenzy of competing banners in which all listings got lost. I wanted to create a directory that was both cost effective for wedding businesses as well as beneficial for the brides & grooms searching for companies who would help them make their wedding day special.
Finding the right balance between these two factors was something of a balancing act to begin with primarily on the pricing model side as flat fees, which is what we started with, just didn’t work, primarily because Google AdWords has taught businesses to value click through’s which particularly effected new business listings on I Do Directory.Basically a new listing is not going to be able to compete on position with an existing listing that already has a high number of votes and rankings. Initially I tried to offset this discrepancy by offering all new listings the 1st year free and in so doing providing them with the time necessary to build up their ranking position. Unfortunately this on its own wasn’t enough and the even playing field of “everyone pay the same and let the customer decide who is best” simply was rejected by wedding companies who wanted value for money.
The present incarnation of the business model is one that I believe maintains the original principal of letting bride & grooms judging who should be ranked highest on I Do Directory based on the services and products they provided. At the same time the 1st year free model is also in place to help new wedding companies to try out I Do Directory and enable them to see first hand the results it provides. After this time wedding companies then pay “per referral” which is something I am glad to say our customers are much happier with as it gives them measurable value for money.
Whats next? Well there are few tweaks I would like to implement on the website that are going to help show off listings better and then I want to revamp the special offers sections to make them more flexible and readily accessible. I would also like to offer a link exchange programme for Wedding comapnies within the I Do Directory structure that simply indicates to other wedding businesses with listings that your are willing to exchange links. Finally the front page is going to be used as a showcase for businesess who have something unique to offer.
With all this ahead I am really looking forward to the forthcoming years and to watch the I Do Directory grow and I hope you will too.
Cheers
Brinley