+An online matrimonial portal, UltraRichMatch.com (URM), was founded in November 2011 to target the millionaires of India. The port not only provided the wedding planning, but matchmaking services as well, which made this portal unique among others. The main reason for the success URM was its affiliation with providers of wedding products and services. However, these affiliations did not grow to the expectations, which made the CEO to consider about the further expansion of this matrimonial portal in the early 2013.
The CEO had the three alternatives to pursue for further growth of the business: launch a new online portal, develop a franchise chain of bricks and mortar marriage centres, and increasing the affiliate program of URM in order to attract the new customers. He had to decide that whether it would be better to pursue all three alternatives simultaneously or one at a time. The authors, Sulagna Mukherjee and Sivakumar Alur, have the association with TA Pai Management Institiute.
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