GreenCrest Capital valued eHarmony in the USD700-USD900 million range.
How to honestly value eHarmony or other dotcom company:
No more than
1.5 times its revenue
OR
15 times its profit (earnings after taxes, depreciation, etc)
eHarmony's revenue estimated at USD 274 million in 2010.
So its valuation is no more than USD 400 million range.
But ....
eDarling (eHarmony owns 30% or more?) is eHarmony rebranded and improved for some 11 countries like Spain, Italy, France, Germany, Austria, Switzerland, Sweden, the Netherlands, Poland, Turkey and Russia.
eHarmony is a 10+ years old obsolete site.
The success rate* of eHarmony/eDarling is less than 10%**.
*success rate == percentage of persons who leave the site because they found someone compatible.
**estimated by Fernando Ardenghi using reverse engineering.
The majority, over 90% of its members are not going to achieve a long term relationship with commitment (or marriage) using eHarmony/eDarling.
In compatibility matching methods there are 2 steps:
1) to objectively measure personality traits or other human variables.
2) to calculate compatibility between prospective mates.
eHarmony/eDarling has been always the same:
1) Big5 to assess personality (The Big 5 is good for orientative purposes but not good enough for predictive purposes)
2) Dyadic Adjustment Scale (invented in 1976) to calculate compatibility (similarity) between prospective mates.
3) Guided Communication Process as an appendix of its main matching algorithm. The Guided Communication Process is a mutual filtering step.
eHarmony/eDarling is only supported by a big marketing budget and not by serious scientific evidence.
eHarmony/eDarling is not "scientifically proven" because eHarmony Labs could not prove couples married by eHarmony/eDarling have a more stable and satisfying marriage, and very low divorce rates than other couples married by other methods as the control group.
Moreover the entire Online Dating Industry for serious daters in 1st World Countries is a HOAX, performing as a Big Online Casino, with low successful rates.
