Final+Paper

SINGLENOMORE.NET

Intro
 SingleNoMore.net, a Canadian online dating service dignifies itself around special features and good service. Providing a medium for single individuals to find their partner in a safe and secure setting throughout Canada. Our brand includes a cell phone application, the use of GPS, and the traditional webpage to offer more opportunities for users to find their “one” in unique and exciting environments. Dating advice and consumer forums ensure consumers are completely satisfied with our service.

Our mission is to “Present an honest, safe environment to help single members find the connection they seek for a relationship. With our passionate team and innovative technology, SingleNoMore.net will provide only the best service to our customers. The company’s goal is to be the number one ranked online dating service website in Canada. With the various amounts of online dating website, there currently isn’t any dominate dating service website, with a large subscriber base, known successes in matches or high level of security to protect the users. As society is increasing the use of the Internet as a way to socialize with people, we aim to be the number one online dating service website to provide subscribers with the tools to find the right partner for them.
 * MISSION STATEMENT**
 * GOAL **



**OBJECTIVE 1 By 2010, we will have the most subscribers on our site in Canada for online dating ** If SingleNoMore.net has the most subscribers, there is the potential to make the most matches, contributing to our goal “to be the number one ranked online dating website in Canada”. This helps fulfill the company’s goal because there is no need for clients to go to our competitors. The year 2010 provides a time element to the objectives, providing the plans will have more structure to ensure they are completed in a timely manner. By 2010, the number of subscribers on SingleNoMore.net should be higher comparison to competitors. This can be measured by determining the number of subscribers on competitor websites and the total number on SingleNoMore.net. However, if the site does not have highest number, it has not met its objective and will need to change plans to meet the objective.

**__Plan 1: __ To grow at a rate of 8% per month ** Growing at a rate of 8% each month facilitates the reaching of our objective tp have the most subscribers. To rise above competitors, our growth rate needs to be higher than competitors. The top online dating website in Canada, PlentyOfFish.com, is growing at a rate of 7.5% per month. Therefore, growing at a higher rate of 8% per month will provide a larger number of subscribers each month, helping us grow at a fast pace. **__Strategy 1: __ To use viral marketing strategies to improve brand awareness ** Using viral marketing strategies can improve brand awareness among many individuals through a self-replicating viral process. It can be delivered by word of mouth or enhanced by network effects of the Internet. SingleNoMore will have no control over which groups are reached through viral marketing since it is through word of mouth. For this website, however, our intended audience are those eighteen and above.

**__Tactics: __ Send bulk e-mails to Canadian citizens, Provide an incentivised program to users: Refer 10 people for a free dinner ** Viral marketing tactics could include sending bulk emails to users about the website to try it out. Although this is considered spam, and more people are ignoring these types of messages, the small number of people that do consider this email may be beneficial for this company. Using an incentive such as a free dinner in exchange for recommending ten users could help our strategy of viral marketing to reach our plan of 1000 new subscribers per month. Adding referrals to the website will increase the growth rate to an even higher percentage.

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategy 2: To improve search engine optimization **<span style="font-family: Arial,Helvetica,sans-serif;"> Search engine optimization is an important strategy to ensure users are able to find our website when searching for key words. Choosing an appropriate, and memorable domain name plays a key role in achieving our plan. SingleNoMore.net is a memorable domain name that can help users find the site easily. Although it is not the ideal, dot-com domain name, it is successful in allowing clients to know what the site is about. Our target market includes online users searching for Canadian dating websites. Our product, SingleNoMore.net provides users with the ability to meet singles around Canada through the click of a mouse. Although it may be important for users to be in close proximity to their match, they only need to be at a computer to find them. Through the use of viral marketing and search engine optimization, the word can spread through the users without needing to be anywhere in particular. Promoting the site will need to be unique, but our technique is to provide mass selling and possible sales promotions to potential users. The site ensures our customer sign up fee is low for long-term profit and attract more consumers to this website over competitors.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactics: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Create reciprical links with established, successful, and reliable websites, Use a local Host, Use top-level domain **<span style="font-family: Arial,Helvetica,sans-serif;"> Creating reciprocal links with already credible and popular sites will provide search engines with knowledge that our site is credible as well and place it higher in search engine ranking. Using a Canadian host server will increase chances of Canadian searchers to come across this site, and using a top-level domain such as dot-com, would be ideal since it is the most popular domain. However, for this project we used .net since the .com domain cost over three thousand dollars.

**<span style="font-family: Arial,Helvetica,sans-serif;">Plan 2: To generate the highest website traffic among online dating websites in Canada **<span style="font-family: Arial,Helvetica,sans-serif;"> If SingleNoMore.net is able to generate the highest website traffic among competing websites, it will be the best at attracting new potential subscribers, increasing of site popularity in search engines, and also the awareness of the website will spread through the word-of-mouth. Traffic on a website is measured by the amount of visits it can generate in a given time frame, and the duration of time spent on the website from each visit. Relative strategies in order to achieve this plan will include generating a certain amount of new visits every month, and to increase the duration of time spent on each visit to the website.

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategy 1: To generate 5000 new visits to SingleNoMore's website every month ** The first strategy in order for SingleNoMore.net to achieve its objective one is to generate 5000 new visits to the company’s website every month. This strategy requires SingleNoMore to promote of its features and services through mass-selling advertisement such as purchased TV commercials and reputable search engines. Publicity promotional techniques include the use of viral marketing on YouTube and methods through the word-of-mouth. Our first month free trial promotion will also attract and encourage potential subscribers to visit and sign up before actual purchase.

Tactics incorporated by SingleNoMore.net in order to carry out the company’s strategy on generating 5000 new visits to the website every month includes the purchasing of paid television commercials, viral marketing on YouTube, search engine optimizing, and the first month free of charge promotion. By purchasing paid advertisement on television commercial airtime, SingleNoMore.net can broadcast its website and the company’s awareness towards its targeted consumer segment. SingleNoMore.net’s television commercial should be aired after midnight during the time when most viewers are adults and singles. Viral marketing through YouTube is another tactic SingleNoMore.net can incorporate in order to achieve more traffic on to its website. We will make a video to raise curiosity about the company website and posting it on YouTube to raise popularity and awareness. Search engine optimization is a tactic that improves SingleNoMore.net’s search engine ranking on reputable search engines such as Google, Yahoo, and MSN. By placing relative keywords of online dating into the website’s headings and meta tags, it will help people to find SingleNoMore.net while they’re searching through the Web. SingleNoMore's first month free promotion will encourage potential subscribers to sign up to our website and browse through features and services before they make the decision on whether they should become an official member or not. This will create a lot of traffic to SingleNoMore's website since random visitor and interested potential subscribers will have nothing to lose for signing up and obtaining content and service from our business.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Tactics: Paid Television Commercials, Viral Marketing on YouTube, Search Engine Optimization, First Month Free Promotion **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategy 2: To increase the duration of time spent on the website to a minimum of 3 minutes on every visit **<span style="font-family: Arial,Helvetica,sans-serif;"> Since website traffic is measured by the amount of visits and the duration of time spent on each visit, the second strategy for SingleNoMore.net to achieve its objective one is to increase the duration of time spent on the website to a minimum of 3 minutes on every visit. This strategy will require SingleNoMore.net to promote the content of its website by giving out free online dating and security tips that’s useful to new subscribers daily.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactics: Provide free dating tips daily, Provide free online dating security tips daily **<span style="font-family: Arial,Helvetica,sans-serif;"> Tactics incorporated by SingleNoMore.net in order to carry out its strategy on increasing the duration of time spent on the website for each visit is to provide free dating tips daily to attract both visitors and subscribers to stay on the website for longer periods of time. SingleNoMore.net will also be providing free security tips on what users be award of and how to have a secured online dating experience.

<span style="font-size: 10pt; font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Objective 2 **<span style="font-family: Arial,Helvetica,sans-serif;"> **__<span style="font-family: Arial,Helvetica,sans-serif;">Objective __**__<span style="font-family: Arial,Helvetica,sans-serif;">: __<span style="font-family: Arial,Helvetica,sans-serif;"> In order to achieve the goal of being the number one ranked dating website in Canada, one objective includes having the most successful matches compared to other dating websites within Canada. In today’s society with advanced technology, men and women are finding alternative ways to interact with each other i.e. via the internet. This saves them time and money on having to meet personally and provides them with the opportunities to meet a broader network of people. Online dating services have allowed individuals to meet many others using the internet. In doing so, individuals are able to meet those who share the same interests without the need to physically go out and search for a significant other. Recent statistics show that individuals who do meet others using an online dating site- 40% ends up in long term relationships. Of the 40%, 120,000 couples end up getting married (Bushman 2008). Therefore, in order attain this objective of having the most successful matches, detailed plans, strategies and tactics are required. **__<span style="font-family: Arial,Helvetica,sans-serif;">Plan 1: __**<span style="font-family: Arial,Helvetica,sans-serif;"> A plan is required to obtain the goal defined by the objective as previously stated. In this case, a plan includes gaining the most successful matches. Attaining the most successful matches is defined as matched couple with a defined status of long-term relationship, usually with a time span of one year or more. Therefore, a devised plan to achieve such objective is to have a 40% or greater successful match rate within a year. **__<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 1: __**<span style="font-family: Arial,Helvetica,sans-serif;"> SingleNoMore.net is directed to target audience who are ages 18 and over. The website has no diverse boundary, and both homosexual and heterosexual individuals are welcomed. However, due to the vague restriction provided by the problems posed within security issues, identity theft and privacy issues may occur. Hence, one strategy may include the use of biometrics to eliminate such issues, and provide a more accurate matching service. Biometrics is the process of using automated methods to recognize individuals based on physiological characteristics (Richardson 2008). One product incorporated on SingleNoMore.net is the use of facial recognition scanners. By including this add-on, individuals are able to provide true identities, attain more accurate matches and obtain more precise matches. For example, individuals who sign up for SingleNoMore.net must first have their face scanned. Once completed, they can provide a description of the characteristics they look for within other individuals. The system will then scan the database for specific physiological characteristics based on the description provided, and if the description matches other users, then the user is provided a list of names and contacts. Although such process may eliminate the identity problem, other problems such as privacy concerns may occur, which will be discussed later. **__<span style="font-family: Arial,Helvetica,sans-serif;">Tactics: __**<span style="font-family: Arial,Helvetica,sans-serif;"> The technological advancement of biometrics is still in its developing stages. Thus, not many individuals are aware of the benefits provided by such technology. In order to increase the usage of this technology, it is necessary to provide users the information about it. Tactics such as promoting free trials of this service and using tutorials to demonstrate how the system works would be very beneficial. It will ensure a friendly user interface with step by step instructions allowing individuals to understand it in detail with minimal confusion. **__<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 2: __**<span style="font-family: Arial,Helvetica,sans-serif;"> Global Positioning System otherwise known as GPS is the process of searching, locating and positioning individuals using technological devices known as GPS receivers. The GPS is responsible for sending radio frequencies into satellites orbiting the Earth’s atmosphere. Once the signal is confirmed, the satellite remits a signal to a ground unit located on the Earth’s surface (Richardson 2009). In doing so, it locates the whereabouts of the device. The introduction of GPS onto mobile devices has opened a new market segment for SingleNoMore.net. Such target segment can provide new functions in providing innovative ways to reach the plan stated earlier. For example, users of SingleNoMore.net are given the ability to look for dates using internet (location indeterminant). However, another function includes using mobile GPS devices to search for nearby dates. In this case, user’s profiles are already stored within SingleNoMore.net’s database, when applying the mobile GPS function, users are able to search and locate preferred dates within their area. **__<span style="font-family: Arial,Helvetica,sans-serif;">Tactics: __**<span style="font-family: Arial,Helvetica,sans-serif;">GPS has provided users with new insights of locating and searching for places, people and things. One tactic to gain user awareness on this technology is to provide demonstration videos. Another tactic would be providing members with free trial allowing users to determine if such technology really suits them or not.

In conclusion, the plans of allowing users to test and understand how biometrics and GPS works will increase the usage of such technology. In doing so, the strategy and plan of using biometrics and GPS incorporated in SingleNoMore.net will achieve a successful match rate of 40% or greater within a year. By achieving 40% or greater matches a year would increase the overall statistics of individuals using SingleNoMore.net. Therefore, the previously stated process of tactics, strategies, plans and objective will provide one of the many steps to become Canada’s number one ranked online dating service. <span style="font-size: 10pt; font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Plan 2: Maintain a break-up rate of 25% or less for the newly matched couples every month **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The second plan facilitates ****<span style="font-family: Arial,Helvetica,sans-serif;">our objective of obtaining the most ****<span style="font-family: Arial,Helvetica,sans-serif;">successful matches in order to enhance customer retention. Among the existing online dating services, customer retention is often being overlooked. As for SingleNoMore.net, we are obligated to ensure that our subscribers are being successfully matched up with the "right" one at the same time keeping the matched couples happy and satisfied. Hence, the strategies for plan two are aimed to maintain customer satisifaction and to reduce the break-up rates through our unique features and on-going promotional offers. The next section will provide an in-depth description of the strategies and tactics that will be employed in order to achieve plan two. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategy 1: Provide incentives for couples to stay together by rewarding the couples who have been together for a specific period of time. **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The main target segment of SingleNoMore.net is both male and female within the age group of 18 to 60. Due to the extensive range of our target segment, the promotions offered are specifically designed for the use of all our consumers. The first strategy for this plan is to encourage the matched couples to stay together through different promotional offers. The offers will not only allow the couples to save money on going out on dates but also create the opportunity for the couples to spend more quality time together. This strategy aims to keep matched couples together for at least more than two months in order to make plan two possible. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Offer movie ticket coupons for couples who have been dating for two months or more. **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Once the couples have been together for two months, an electronic movie ticket coupon of buy-one-get-one half price will be sent through e-mail to the qualified couples. In order for SingleNoMore.net to tracked the amount of time the couples are together, the couples are required to update their relationship status. The time restrain for this offer is set up to avoid the subscribers from cheating the system. Before receiving the coupon, the couples are required to complete a mandatory survey in order to be eligible for this offer. The short survey consists of questions regarding the overall experience of the service and the satisifaction of the couples current relationship. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Offer a free all-inclusive trip to Cuba to one lucky couple every six months. **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The second offer is for the couples who have been together for more than one year. Every six months, SingleNoMore.net will randomly pick a lucky couple who is eligible to go on an all-inclusive trip to Cuba for free. Once again, the couples are required to complete the survey and be together for more than one year in order to be eligible for this offer. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategy 2: Coach unhappy couples with relationship advices and suggest love counsellors if needed. **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">SingleNoMore.net provides an on-going “follow-up features” to ensure that the matched couples are content and will receive help when needed. The follow-up features will reduce the number of break-ups by providing different services to maintain the couples stay happy together. The second strategy is targeted at matched up subscribers to stay together for as long as possible in order to accomplish plan two. ** <span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Dedicate a discussion board on the forum for SingleNoMore.net subscribers. **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Under SingleNoMore.net’s forum, there will be a discussion board where subscribers can exchange thoughts, stories, questions and answers. The subscribers can choose to post messages with an anonymous identity or with their existing account name. For the unhappy couples, they can utilize this feature to gain feedback or answers for their relationship questions from the other subscribers. This feature is free and open to any subscribers of SingleNoMore.net. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Email couples with daily relationship tips **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The daily relationship tips provide the subscribers to tips regarding relationships. For example, how to communicate effectively with your partner? What to do on the first date? Once the subscribers have completed the account sign-up process, they will be able to choose whether if they will to receive the daily tips service. The subscribers can also choose to have the daily tips send to their personal page or e-mail. This tactic is targeted towards all subscribers of SingleNoMore.net, the purpose is to provide relationship related knowledge to the subscribers. For the matched couples, SingleNomore.net will use the customer information gathered from the surveys in strategy one and provide the relationship tips that are useful to the specific problems. For example, the survey will gather information by asking the subscribers a set of questions regarding to their current relationship. The questions will allow us to analyze the couples' current relationship and determine any problems of the relationship. Once the problems are being determined, SingleNoMore.net will send out daily relationship tips accordingly and help the unhappy couples to sort out their problems. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 3: Email unhappy couples with information regarding love therapists at their specific locations. **<span style="font-family: Arial,Helvetica,sans-serif;"> ** <span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Objective 3 **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">By 2010, we will have the highest security standards on our site in Canada **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">for online dating. **<span style="font-family: Arial,Helvetica,sans-serif;"> In order to achieve the goal to be the number one ranked online dating website in Canada, we must achieve the objective to have the highest security standards established within SingleNoMore.net by 2010. With online dating website, one of the biggest challenges is security. Security has been a grown concern for many people due to the difficulty of determining the real identity of a person. People can be lying about their personal information and posting fake picture as someone else. So, until the person meets their partner face-to-face, it is very difficult to get an accurate picture of who the person really is. Other major concerns regards to online dating security is privacy. The process of collecting, distributing, and utilizing user’s personal information is one of the main concerns for many e-daters. Users want a dating website that respects user’s privacy by attaining their consents for using of their personal information. Therefore, if SingleNoMore.net can achieve the highest security standard by 2010, it will boost the confidence of potential subscriber, increase the company image, and able to attract more users to utilize our dating website base on our reputation as being a secured dating service.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Tactic three is aimed to support the unresolved couples from tactic two. In this tactic, if the couples are not able to solve their issues based on the daily relationship tips. SingleNoMore.net will support these couples by providing information of top love counselors at the couples' location. The information of the love counselors will be sent through e-mail and the couples will have several options to choose from. In addition, the e-mail will also provide ratings and feedback of the love counslors at their specific location.

The security standards in SingleNoMore.net are measured by the number of security breaches per year. This includes security breaches from virus, hacker, spammers, identity theft, DNS attack, and etc. By measuring the occurrences of the security breaches, we will identify the security vulnerabilities and able to improve on it to make SingleNoMore.net a more secured dating website. Furthermore, the security standards can be measure by the Trust Seal on our site. The Trust Seal enforce our privacy policy and to show users that their personal information will be treated fair and with honesty. The Trust Seal inform users that this website is trustable.

**__<span style="font-family: Arial,Helvetica,sans-serif;">Plan 1: __<span style="font-family: Arial,Helvetica,sans-serif;"> Make Users aware of our security updates per day **<span style="font-family: Arial,Helvetica,sans-serif;"> In order to fulfill the objective stated earlier, a plan is required. This includes the plan to get users aware of the security update each month. By having users knowledgeable about the security updates, users will get the perspective that singlenomore.net is taking security measures very seriously. This will improve our image as a safe and secured online dating website to potential subscriber. Also, users will be better educated of the pros and cons of online dating, so they will understand the risk with online dating and know how to deal with it.

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 1: To use site communication tools to create awareness of security updates. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Product: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Using the site communication tools such as e-mail, forum, live chat, blog, and search engine will allows us to achieve our plan to make users aware of the new security updates. Users use these communication tools regularly to communicate with other members. It is significant for us to take advantages of these communication tools to promote our security updates since users will be using these tools constantly during their time on our site. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Price: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Users can use our site features such as the communication tools for the first month free and after the first month, users has to register as a premier member for $15.95 to continue using the services. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Place: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The communication tools are **<span style="font-family: Arial,Helvetica,sans-serif;"> location indeterminant since the communication can only function in the website and is available to users anywhere with an internet access.

**<span style="font-family: Arial,Helvetica,sans-serif;">Promotion **<span style="font-family: Arial,Helvetica,sans-serif;">: To promote the security updates using the site communication, we can send users the security updates to their SingleNoMore.net e-mail account. Also, we can post a new topic on security update in the forum to ask users for their opinions and receive feedbacks. Furthermore, we can have our security updates display on the front page of the announcement section which is the first thing users see on the website.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Get users to sign up for a SingleNoMore.net e-mail account **<span style="font-family: Arial,Helvetica,sans-serif;"> Users will have to sign up for a SngleNoMore.net e-mail account in order to become a member. This way, we can send the security updates directly to their SingleNoMore.net inbox, so users will be aware of any new security updates. Furthermore, having a separate e-mail will benefits users from receiving unwanted e-mails from stranger to their primary e-mail account.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Display the security update in the announcement section on the FrontPage **<span style="font-family: Arial,Helvetica,sans-serif;"> The front page is the first page that users will see on our website. The security updates will be display in the announcement section just below the navigation bars. We will ensure that the announcement section will be design with the proper format and style that will capture the user’s attention. This includes having the title highlighted, bold, and with a large size font.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 3: Create a security update discussion in the forum **<span style="font-family: Arial,Helvetica,sans-serif;"> The forum enables users to create a topic of interest, so members can express their opinions by posting their message on the board. We can utilize the forum by creating a security update section that will update users of our security implements and at the same time get feedbacks from users, so we can improve on website security. For example, we can create a security update topic called “changes to the privacy policy”. Users can review the changes and post their opinions about the privacy policy adjustment. From there, we can analyzes users feedback and improve on it.

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 4: Enable pop-up whenever users log-in to display security updates **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">The pop-up features will pop-up with a security update message whenever the users log-in to the site. Of course, the pop-up can get annoying and we will offer users the option to turn off the pop-up feature. **<span style="font-family: Arial,Helvetica,sans-serif;">

**__<span style="font-family: Arial,Helvetica,sans-serif;">Plan 2: __<span style="font-family: Arial,Helvetica,sans-serif;"> To have our site audited for security risk free each year **<span style="font-family: Arial,Helvetica,sans-serif;"> In order to fulfill the objective stated earlier, a plan is required. This includes the plan to have our site audited for security risk free each year. According to PC World, “nearly 80% of all sites can be hacked using tools easily available online. And sites that do not get testing done by a reputable security firm and display their seals lose 10% of their sales to sites that do” (Vulnerability Scanner 1998). Therefore, having our dating website audited will help us determine the strength and weakness of our security systems on our website. From there, we can improve our security system base on the audited report.

**<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 1: To hire a professional website auditor by outsourcing **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Hiring a professional website auditor through outsourcing will provide us with more options in selecting the perfect candidate. Also, it will be costing-saving since outsourcing tend to be a lot cheaper. Furthermore, outsourcing can help develop the internal staff. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Post a job ads on popular job sites **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Posting job ads on popular job sites such as Monster.ca, Workopolis.com, and MyCanadaJobs.ca will provides us with more options in selecting the perfect candidate for the job. Also, it will allow us to screen resumes on job sites to see if there any potential candidates that interest us. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Hire an agency to recruit a reliable website auditor **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Hiring an agency to assist us with recruiting will save us time from screening resumes and interviewing candidates. The agency will ensure that the recruitment will fit the job specifications that we requested. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 3: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Create online campaign to recruit potential candidate **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">In order to attract top talents to work for SingleNoMore.net, we can create an online campaign and e-mail to a selective group of potential candidates. The online campaign will describe the company mission and goal. The potential candidate will review our proposal and decide if they are interested. If not, the potential candidate can refer this proposal to anyone who might be interested. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 4: **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Post a job ads on the website career section **<span style="font-family: Arial,Helvetica,sans-serif;"> **<span style="font-family: Arial,Helvetica,sans-serif;">Many companies have initiated the hiring process on their website. That way potential candidate will visit their sites and research what the company is about before applying for a job. Applicants will have to submit an online application with a resume and cover letter in order to be considered for the position. **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">OBJECTIVE 3: To have the highest security standards established on the dating website **<span style="font-family: Arial,Helvetica,sans-serif;">

**<span style="font-family: Arial,Helvetica,sans-serif;">Plan 1: To have minimum security breach of 0.01% each year **<span style="font-family: Arial,Helvetica,sans-serif;"> With our objective of ranking the highest in security standards for dating websites, one of our directions for the plan is to ensure there is minimum security breach of 0.01% each year. As privacy issues are a continuous issue that continues to evolve as society interacts online, providing the service with minimum security breach would gain the confidence of the members, hence increasing the company’s image to be ranked number one in the online dating service market. To prove that the company is meeting the security aspect, we strategized to use security strategies such as: one, honey pots; two, tactics such as encryption, firewalls and anti-virus software and virus scans; three, development of an internal affair department with monitoring of issues. By attaining the rank of having the highest secure dating website, would enable the company to achieve the ultimate goal of being ranked number one in the online dating website service in Canada. **<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 1: Use Honey Pot strategy to catch hackers to prevent security breach **<span style="font-family: Arial,Helvetica,sans-serif;"> To protect the users from being duped by false accounts or hackers, the company would be using a Honey Pot security strategy to ensure hackers would not break into the system and collect the sensitive information of the members. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Hiring professional hackers to protect the website’s content **<span style="font-family: Arial,Helvetica,sans-serif;"> By hiring professional hackers, it creates better security and knowledge for the website with knowledge on how to prevent hackers from doing malicious activities. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Creation of fake profiles to protect users from users with bad intentions **<span style="font-family: Arial,Helvetica,sans-serif;"> Another tactic would be creating dummy profiles, which would look like a real account, to catch people with malicious intentions. By monitoring the activities, we can gain insights on the tricks on how their intentions and methods to tighten the securities as the hackers find new methods to find a loop in the system. **<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 2: Security Features to prevent intruders from collecting members’ information for ill intentions **<span style="font-family: Arial,Helvetica,sans-serif;"> The website is also going to use security features to protect its users to promote the privacy of their personal details. By using encryption, firewall, and anti-virus software and scans, it would ensure data is transferred without interference and prevent malicious materials to be transferred to them without their consent. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Encryption to protect privacy of data on the website and of its users **<span style="font-family: Arial,Helvetica,sans-serif;"> In the information age, encryption is important in preventing privacy of the website content. While members want protection of their details, they want simplicity and convenience that insecure websites may offer. With the implementation of a biometric to the service, it would enable verifying the identity of the senders and receivers. Additionally, we would be implementing access control to limit data only to authorized users. Another method would be to encrypt the addresses of its members to prevent intruders from retrieving their real e-mail addresses. By doing so, it also prevents spam. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Enhancing the security of the data with a firewall to prevent break-ins into the website **<span style="font-family: Arial,Helvetica,sans-serif;"> With firewalls isolating the data of the website to the internet, it provides control to restrict access of intruders to break into the security. By having a dynamic firewall, it would close ports when the session ends, protecting the data of the website. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 3: Anti-virus software and virus scans to prevent security breaches **<span style="font-family: Arial,Helvetica,sans-serif;"> While members and employees may pass on viruses without knowledge of the virus, it is important to have a technical solution to prevent breaches in the security of the site. By enabling filters, it would prevent viruses and Trojan horses. Additionally, it would prevent viruses and Trojan horses to be uploaded on the website as well. **<span style="font-family: Arial,Helvetica,sans-serif;">Strategies 3: Developing an internal affair department to prevent ill intentions of the employees **<span style="font-family: Arial,Helvetica,sans-serif;"> There are risks of internal threats where even if there were firewalls and external factors of worms and viruses. The intentions of current and former employees could threaten the privacy of the website. With implementing an internal affair department, it prevents mistakes from happening and enhancing the security to promote the company’s image and minimizes loss of information and additional costs to the company. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 1: Monitoring existing employees to prevent malicious intentions and accidental mistakes **<span style="font-family: Arial,Helvetica,sans-serif;"> By monitoring the existing employees’ work and ensuring the employees are satisfied working in the company, it would protect the company from purposely creating situations that are adverse to business operations. By restricting an employee’s access to authorized areas, it would prevent employee from creating security breaches for the company. Additionally, by monitoring employees, it is to ensure existing employees understand what they are doing, where the company can provide additional training and procedures in what they should do. **<span style="font-family: Arial,Helvetica,sans-serif;">Tactic 2: Monitoring former employees to prevent malicious intentions **<span style="font-family: Arial,Helvetica,sans-serif;"> While employees who may have been laid off or fired, it could create vulnerability to the company as they hold valuable information of the company threatening the security and privacy of the website. Employees can leave digital bombs or move to a competitor which threatens the security of the company. By monitoring what the employee does prior to leaving, it prevents creations of situations which are adverse to the business operations. Additionally, by ensuring that logins are restricted, it prevents former employees to access the sensitive information.

<span style="font-family: Arial,Helvetica,sans-serif;">References Bushman, Lucy "A Glimpse at Online Dating Statistics." __<span style="font-family: Arial,Helvetica,sans-serif;">A Glimpse at Online Dating Statistics __<span style="font-family: Arial,Helvetica,sans-serif;">. 26 Aug. 2008. //<span style="font-family: Arial,Helvetica,sans-serif;">EzineArticles.com //<span style="font-family: Arial,Helvetica,sans-serif;">. 19 Mar 2009 <[]>. Richardson, Tim. "Biometrics." __<span style="font-family: Arial,Helvetica,sans-serif;">Prof. W. Tim G. Richardson, Toronto, Canada, e-commerce professor, internet marketing and international business professor __<span style="font-family: Arial,Helvetica,sans-serif;">. 17 Mar. 2008. Universtiy of Toronto. 20 Mar. 2009 <http://www.witiger.com/ecommerce/biometrics.htm>. <span style="font-family: Arial,Helvetica,sans-serif;"> References "Vulnerability Scanner." __<span style="font-family: Arial,Helvetica,sans-serif;">Beyond Security - Vulnerability Assessment and Management __<span style="font-family: Arial,Helvetica,sans-serif;">. 1998. 20 Mar. 2009 <http://www.beyondsecurity.com/vulnerability-scanner.html>.

**<span style="font-family: Arial,Helvetica,sans-serif;">Reference **<span style="font-family: Arial,Helvetica,sans-serif;"> Nattawuth, Dave Crosby, and Tom Viren. "How to Increase Website Traffic." __<span style="font-family: Arial,Helvetica,sans-serif;">WikiHow __<span style="font-family: Arial,Helvetica,sans-serif;">. 18 Mar. 2009. <http://www.wikihow.com/Increase-Website-Traffic>.