Demographics: Men 90% / but also developed as a place where woman feel comfortable (not pornographic)
Primary Market Focus: National (United States)
Target Age: 21-34 / Median Age: 26
Marital Status: initially 90% single, with a slow and gradual shift towards 75% single (25% married)
Psychographics: Men that make up this segment tend to be very image/self-conscious. They care deeply about how they look and feel, as well as how they are perceived by others (especially by women). In fact, much of their time is spent trying to get laid.
Emotional Projection of Logo: Must project Confidence, Wisdom/Knowledge and Class. We want Men to connect and associate with the logo with the hope that it becomes a part of their personal brand/self-persona.
Emotional Projection of Site: VERY Sexy (but not trashy), Innovative, Credible, Social, Fresh, Fun and a “Cool” place/community to be a part of.
Competitive sites - These sites target similar demographics, but we have a well defined “Differentiation” strategy to set ourselves far apart from these:
Askmen.com, GQ.com, MensHealth.com, Esquire.com, Maxim.com, MadeMan.com (In other words, we don't wish to be a "me too")