WEBVTT

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I'm in my forties

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I'm an entrepreneur and

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I'm a marketer

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Which means I have never loved anything. I couldn't measure

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People go on dates for love. I go for data in

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your 20s dating is organic reach

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You go to a party someone likes you free

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in your forties. It's all paid

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Hinge premium

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2000 a month dinner four thousand

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Cab from Colaba to Andheri, 900.

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I did the maths.

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My customer acquisition cost for one second date is 7,000

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rupees.

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I've pitched start-ups with better unit economics.

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In your 40s, the sexiest thing a woman can say is,

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can we stay in?

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But every marketer knows acquisition is easy.

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The real game is retention.

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Day 0 to day 3 is a strong predictor of day 30 retention.

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And conversation should move from you to we.

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That's product market.

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I don't text good morning.

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I schedule it.

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9am.

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Optimal open rate.

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She said,

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This feels automated.

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It is.

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It's also consistent.

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My last relationship had great acquisition and terrible

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retention.

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She churned in week three.

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So I sent an exit survey.

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She actually filled it. Talks about metrics on dates.

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Very useful feedback. Ignored it.

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And churn in your 40s is different. At 20,

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people leave because they're bored. At

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40,

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they leave because your knee made a noise getting up from the

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sofa. And then there's

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lifetime value. At 40, everyone comes with legacy

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data. An ex, two cats, one lawyer

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and a Sunday lunch with his parents that is non-negotiable.

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You're not dating a person anymore.

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You're doing M&A.

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First date is basically a board meeting.

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She asked,

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Where do you see us in five years?

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I pulled out a cohort chart.

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Then she asked,

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Are you ready to settle down?

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I'm a founder.

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I don't settle.

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I pivot.

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But here's what 20 years in marketing taught me.

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You can buy acquisition.

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You can hack retention, but lifetime

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value, you can't fake it.

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It comes from one thing, showing up

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every single day, boringly.