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pmconf 2018登壇資料です。

インターネットからの“出会い”への社会的ハードルが高い日本の市場環境で、恋愛・婚活マッチングサービス『Pairs』は生まれました。リリース直後からこれまで、私たちが大切にしてきたプロダクト開発・運営への考え方は変わらない一方で、その具体的な施策はサービス成長とともに大小さまざまな変化を重ねてきました。いかにしてユーザーの本音を探り、向き合ってきたか。フェーズごとに振り返ってお話します。

Transcript

1. Copyright © 2018 eureka, Inc. All rights reserved.
   Ϣʔβʔͱ྆૝͍ʹͳΔαʔϏεͷ࡞Γํ
   :VVLJ,"/"%"ࣥߦ໾һ71PG1BJST+BQBO
   

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2. Copyright © 2018 eureka, Inc. All rights reserved.
   גࣜձࣾΤ΢ϨΧ

   ࣥߦ໾һ VP of Pairs Japan
   ۚా ༔ر
   

   2012೥4݄ɺ৽ଔͰϞόΠϧܥϕϯνϟʔاۀʹೖࣾɻෳ
   ਺ͷ৽نήʔϜ্ཱͪ͛ʹैࣄɻϚωʔδϟʔͱͯ͠ࣄۀ
   ͓Αͼ૊৫ઃܭʹܞΘΔɻ

   2016೥4݄ɺגࣜձࣾΤ΢ϨΧʹೖࣾɻࠃ಺࠷େڃͷ࿀
   Ѫɾࠗ׆ϚονϯάαʔϏεʰPairsʱ೔ຊ൛ͷࣄۀ੹೚ऀ
   Λ຿ΊΔɻ

   2018೥10݄ɺࣥߦ໾һ VP of Pairs Japanʹब೚ɻPairsͷ
   ྦྷܭձһ਺͸ɺ2018೥8݄࣌఺Ͱ800ສਓΛಥഁ͠ɺަ
   ࡍɾೖ੶ऀ਺͸15ສਓҎ্ʹͷ΅Δɻ
   2
   ొஃऀ঺հ
   

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3. 1BJSTʹ͍ͭͯ
   !3
   Copyright © 2018 eureka, Inc. All rights reserved.
   

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4. Copyright © 2018 eureka, Inc. All rights reserved.
   ࠓ೔ͷςʔϚ
   

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5. Copyright © 2018 eureka, Inc. All rights reserved.
   5
   ϑΣʔζຖʹҧ͏͔΋͠Εͳ͍ʁ྆૝͍ʹͳΔͨΊͷऔΓ૊Έ
   
   
   ϦϦʔεલɿઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔
   ϦϦʔε௚ޙɿՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨ
   ֦େظɿࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δ
   

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6. Copyright © 2018 eureka, Inc. All rights reserved.
   ϦϦʔεલ

   ʙઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔ʙ
   

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7. Copyright © 2018 eureka, Inc. All rights reserved.
   7
   ઌߦϓϨΠϠʔͨͪΛ͖ͪΜͱ؍࡯͍ͯ͘͠
   ಉ͡αʔϏεΛఏڙ͍ͯ͠ΔਓͨͪͰͳ͘ಉ͡Ձ஋Λఏڙ͍ͯ͠ΔਓͨͪͰ͋Δ͜ͱʹ஫ҙ
   ৬৔࿀Ѫɾ͓ݟ߹͍
   ɾग़ձ͑ͳ͍ͱ͍͏͜ͱ͸ͳ͍

   ɾࣗ༝ͳબ୒ࢶ͸ݶΒΕΔ
   ݁ࠗ૬ஊॴ ग़ձ͍ܥ
   ɾগ͠બ୒ࢶ͸޿͕Δ

   ɾͦΕͳΓͷར༻ྉͱ໘౗͞
   ɾࣗ༝ͳબ୒ࢶʁ

   ɾར༻ʹର͢Δ༷ʑͳෆ͕҆͋Δ
   உঁ͕ग़ձ͏ͱ͍͏Ӭ͘ଓ͘χʔζࢢ৔ͷ໌֬͞
   

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8. Copyright © 2018 eureka, Inc. All rights reserved.
   !8
   ৬৔࿀Ѫɾ͓ݟ߹͍ ݁ࠗ૬ஊॴ ग़ձ͍ܥ
   બ΂Δʁ બ୒ࢶ͸ݶΒΕΔ ·͋·͋ ൺֱతબ୒ࢶ͸޿͍
   ߴ͘ͳ͍ʁ ແྉ ׂͱߴ͍ ࢖͏΄Ͳ஋্͕Δ
   ؾܰʁ ؾ߹͕ඞཁ ؾ߹͕ඞཁ
   ͍ͭͰ΋Ͳ͜Ͱ΋

   ར༻Մೳ
   ҆৺ʁ ਓͷ঺հͳͷͰ҆৺ ຊਓೝূ͕͋Γ҆৺ ༷ʑͳෆ҆
   ઌߦϓϨΠϠʔΛ͍͔ͭ͘ͷࢹ఺ͰݟͯΈΔͱɺ

   ࣗ෼͕ͨͪఏڙ͢΂͖Ձ஋͕໌֬ʹͳΔ͔΋͠Εͳ͍
   

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9. Copyright © 2018 eureka, Inc. All rights reserved.
   9
   બ΂Δͷ͔ʁ
   ࣗ෼Ͱࣗ༝ʹબ΂Δʁ
   ߴ͘ͳ͍ʁ ؾܰʁ
   ઌߦϓϨΠϠʔʹର͢Δෆ҆Λ·ͱΊ͍ͯ͘ͱɺ

   ར༻ऀͷؾ͕࣋ͪݟ͖͑ͯͨɻ͋ͱ͸Ͳ͏Ξϓϩʔν͍͔ͯ͘͠ʜʜɻ
   Ͱ͖Ε͹҆͘཈͍͑ͨ ๩ͯ͘͠΋ܧଓͰ͖Δʁ
   ҆৺ʁ
   ὃ͞ΕͨΓ͠ͳ͍ʁ
   

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10. Copyright © 2018 eureka, Inc. All rights reserved.
    10
    બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ
    ւ֎ͰྲྀߦͬͯΔΒ͍͠Αɺ͸അࣛʹͳΒͳ͍ɻ
    ઌߦࣄྫʹର͢Δܟҙͱ؍࡯ͷελϯε͸ॏཁɻ
    ؾܰʁ ҆৺ʁ
    ظ଴͢ΔՁ஋
    ର͢Δ੡඼
    ྲྀߦͬͯΔΒ͍͠
    ٻΊΔ੡඼ͷܗ͕͜͜ʹ͋ΔͷͰ͸ʁ
    

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11. Copyright © 2018 eureka, Inc. All rights reserved.
    ϏδωεɾαʔϏεϞσϧʹ

    ௒ֵ৽తͳϞϊͳΜͯͳ͍Μ͔ͩΒ

    ਅࣅ͍ͯ͘͜͠ͱ͸େࣄ
    

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12. Copyright © 2018 eureka, Inc. All rights reserved.
    12
    େ੾ʹ͢΂͖Ձ஋ΛͿΒͣ͞ػೳ΍αʔϏεΛߟ͍͑ͯ͘
    બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ
    ؾܰʁ ҆৺ʁ
    ݕࡧͰͷߜΓࠐΈ ϞόΠϧͰͷఏڙ αϒεΫϦϓγϣϯͷಋೖ ˞ޙड़
    

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13. Copyright © 2018 eureka, Inc. All rights reserved.
    ϦϦʔεޙ

    ʙՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨʙ
    

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14. Copyright © 2018 eureka, Inc. All rights reserved.
    14
    ͜ͷ࣌୅ʹ͋ͬͨϙϦγʔϛοΫε
    
    
    ࢢ৔Ͱ/P͡Όͳ͍ͱϢʔβʔ͸͍֮͑ͯͯ͘Εͳ͍
    ࢢ৔͕֦͕Βͳ͍ͱ/PͰ΋ੈͷݟΔ໨͸มΘΒͳ͍
    

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15. Copyright © 2018 eureka, Inc. All rights reserved.
    15
    ΦϯϥΠϯσʔςΟϯάͰ΋ޙൃͩͬͨɻ

    ๻Β͕Ұ൪ͩͱݴ͑Δཧ༝Λ࡞Γʹ͍ͨ͘Ίͷࢮಆͱݴ͑Δ࣌ظ͸͋ͬͨɻ
    ͜ͷ࣌ʹ΍ͬͨ͜ͱ͸ϓϩμΫτ͸పఈతʹػೳΛύΫΔɻϚʔέςΟϯάͰ%JSUZʹউͭɻ
    ͜ͷ͜ΖͷΤ΢ϨΧ͸ɺച্ͷ΄ͱΜͲ͕डୗ։ൃΛϝΠϯͱͨ͠ϏδωεͰͨ͠ɻ౰࣌ͷച
    ্͸໿7ԯԁɺैۀһ͸໿25ਓɻوॏͳརӹΛ࢖ͬͯࣗࣾαʔϏεΛ࡞͍ͬͯΔͷʹɺ݁ՌΛग़
    ͍ͤͯͳ͔ͬͨΜͰ͢ɻͱͳΔͱɺडୗ։ൃΛ୲౰͢Δࣾһ͔ͨͪΒʮࣗ෼͕ͨͪؤுͬͯ࡞ͬ
    ͓ͨۚΛ࢖͍ͬͯΔͷʹɺ੒ޭ͠ͳ͍ͬͯͲ͏ͳͷʁʯͱͳ͍ͬͯ͘Θ͚Ͱ͢ɻࣗࣾαʔϏε
    ͕ώοτ͠ͳ͍ؒɺ͜͏ͨ͠ॏѹ͕ৗʹ๻ʹ͔͔Γଓ͚͍ͯ·ͨ͠ɻ
    ৽͍͜͠ͱΛ࢝ΊΔͱ͖ɺपғͷਓؒ͸ͦͷ੒ޭΛ৴͡ΒΕͳ͍΋ͷͰ͢ɻ৴͡ΒΕͳ͍͔Βɺ
    ୭΋੒ޭ͢Δͱ͸ࢥ͍ͬͯͳ͍͠ɺʮ·ͩ΍ͬͯΔͷʁʯͱ͍͏ࢹઢΛ޲͚࢝Ί·͢ɻ͜ͷࢹ
    ઢ͸ɺඇৗʹਏ͍ɻ
    ੒ޭ͢Δ·Ͱͷॿ૸ظ͕ؒ௕͍ͱɺͦͷਓ͕ͨͪ཭Ε͍ͯ͘ݱ৅΋ى͖·͢ɻ۩ମతʹݴ͏ͱɺ
    ࣦഊ͸2ճ·Ͱɻ1ճ໨ͷࣦഊͰʮ͋ΕʁʯͱͳΓɺ2ճ໨ͷࣦഊͰʮ΋͏μϝ͔ͳʯͱ཭Ε͍ͯ
    ͖·͢ɻ
    पғͷ৴པΛউͪऔΔʹ͸ɺʮ੒ޭʯͱݴ͑Δ݁ՌΛग़͔͋͢͠Γ·ͤΜɻ੒ޭͯ͠ॳΊͯɺ
    पғͷ໨͕มΘΓ·͢ɻʮ͜ͷਓɺຊ౰ʹ༗ݴ࣮ߦͨ͠ͳʯʮ͍͍ͭͯͬͯ΋େৎ෉ͩʯͱɺ
    ৴པͯ͘͠ΕΔΑ͏ʹͳΔΜͰ͢ɻ
    ग़యɿʮ੺ࡔ༏͞Μ͕ৼΓฦΔɺΤ΢ϨΧىۀޙ೥ؒͷ)"3%5)*/(4ʯ

    IUUQDPNQBTTWJTJPOFVSFLB@BLBTBLB
    

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16. Copyright © 2018 eureka, Inc. All rights reserved.
    16
    ωοτͰग़ձ͏ͱ͍͏͜ͱ΁ͷෆ͕҆ڧ͍೔ຊɻ
    ʮ҆৺ʯͰ͋Δ͜ͱ͸ৗʹॏཁͳՁ஋ͱͯ͠कΓͳ͕Β੒௕Λ໨ࢦͨ͠ɻ
    ֫ಘޮ཰ͷͨΊʹෆ҆Λ༩͑Δ
    ΫϦΤΠςΟϒΛ࢖Θͳ͍
    ঁੑʹ΋ࢧ࣋͞ΕΔΑ͏ͳ

    ΫϦΤΠςΟϒ
    $4΍ෆਖ਼ഉআΛίετͰ͸ͳ͘

    69Λ࡞ΔϞϊͱߟ͑Δ
    ਅ伨ͳαʔϏε࡞ΓͰ

    ੜΜͩग़ձ͍Λੈʹൃ৴͢Δ
    $4ͷΠϯϋ΢εԽͱ

    5FDIOPMPHZ׆༻ʹΑΔෆਖ਼ഉআ
    ޾ͤϨϙʔτ
    

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17. Copyright © 2018 eureka, Inc. All rights reserved.
    17
    1BJST͕໨ࢦ͢΂͖7JTJPOΛݴޠԽͯ͠ࢢ৔Λম͖ാʹ͠ͳ͍ɻ
    ͔͚͕͑ͷͳ͍ਓͱͷग़ձ͍ΛੜΈग़͠ɺ
    ೔ຊɺΞδΞʹσʔςΟϯάαʔϏεจԽΛఆணͤ͞Δɻ
    5PIFMQQFPQMFpOEUIFJSMJGFQBSUOFSBOENBLFEBUJOHTFSWJDFTBTPDJBMOPSNJO+BQBOBOE"TJB
    

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18. Copyright © 2018 eureka, Inc. All rights reserved.
    ֦େظ

    ʙࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δʙ
    18
    

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19. 19
    ࢢ৔ن໛ͷਪҠ
    250
    500
    750
    1,000
    2015 2016 2017 2018 2019 2020 2021 2022 2023
    ˞ϚονϯάΤʔδΣϯτσδλϧΠϯϑΝΫτʢ೥ʣௐ΂
    ୯Ґԯԁ
    852ԯԁ
    374ԯԁ
    ࢀೖαʔϏεͷ૿Ճ
    ࢢ৔ن໛͸ରͯ͠৽نࢀೖαʔϏε͕૿͖͍͑ͯͯΔτϨϯυɻ
    ͜Εʹରͯ͠զʑͷఏڙՁ஋΋ݟ௚͍͔ͯ͠ͳ͚Ε͹͍͚ͳ͍ϑΣʔζɻ
    605ԯԁ
    Copyright © 2018 eureka, Inc. All rights reserved.
    

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20. Copyright © 2018 eureka, Inc. All rights reserved.
    20
    બ΂Δͷ͔ʁ
    ࣗ෼Ͱࣗ༝ʹબ΂Δʁ
    ߴ͘ͳ͍ʁ
    ؾܰʁ
    ΦϯϥΠϯσʔςΟϯάͱ͍͏ྖҬͰى্ͪ͛ظʹຬ͍ͨͯ͠
    ͨχʔζ͸౰ͨΓલͷϞϊʹͳΓͭͭ͋Δɻ
    Ͱ͖Ε͹҆͘཈͍͑ͨ
    ๩ͯ͘͠΋ܧଓͰ͖Δʁ
    ҆৺ʁ
    ὃ͞ΕͨΓ͠ͳ͍ʁ
    બ୒ࢶ͕ଟͯ͘େม
    ͍͍ਓʹձ͍͍͚ͨͩ
    ஋ஈ΋େࣄ͚ͩͲ
    ΋ͬͱ؆୯ʹͯ͠
    ݁Ռ͕ग़Δ͔Ͳ͏͔
    ձ͏·Ͱ΍ΓऔΓ͕໘౗
    पΓͰ݁Ռ͕ग़Ε͹
    ࢲ΋࢖ͬͯ

    େৎ෉ͳΜͩΖ͏
    

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21. Copyright © 2018 eureka, Inc. All rights reserved.
    Ԇʑͱಉ͡Ձ஋Λຬ͍ͨͯ͘͜͠ͱ͸ͳ͘ɺ
    ଞͷϓϨΠϠʔ͕ಈ͚͹ٻΊΔՁ஋͕มΘͬͯ͘Δ
    21
    

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22. Copyright © 2018 eureka, Inc. All rights reserved.
    22
    ࠓɺେࣄʹ͍ͯ͠Δߟ͑ํ
    
    
    /P͔͠࢖͑ͳ͍खͰಠࣗͷՁ஋Λఏڙ͢Δ
    ڝ߹ͷػೳΛݟΔͷͰ͸ͳ͘ɺϢʔβʔͷٻΊΔՁ஋ͷมԽΛٵऩ͢Δ
    

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23. Copyright © 2018 eureka, Inc. All rights reserved.
    23
    Ұ൪zྔz͕͋Δ͔Βz҆৺z΋͋Δͱ͍͏ίϛϡχέʔγϣϯ
    ಉ࣌ʹզʑ͕͜ͷۀքͰਅ໘໨ʹऔΓ૊ΜͰ͍Δ͜ͱΛ఻͑ͯࢢ৔ͷτοϓϥΠϯΛ্͍͛ͯ͘
    ߴ͘ͳ͍ʁ
    Ͱ͖Ε͹҆͘཈͍͑ͨ
    ҆৺ʁ
    ὃ͞ΕͨΓ͠ͳ͍ʁ
    ஋ஈ΋େࣄ͚ͩͲ
    ݁Ռ͕ग़Δ͔Ͳ͏͔
    पΓͰ݁Ռ͕ग़Ε͹
    ࢲ΋࢖ͬͯ

    େৎ෉ͳΜͩΖ͏
    ফඅऀͷχʔζͷมԽ
    ݁Ռ͕ग़͍ͯΔͱ͍͏ίϛϡχέʔγϣϯ͚ͩͰͳ͘

    ʮ҆৺ʯͷͨΊͷऔΓ૊ΈΛੈͷதʹൃ৴
    

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24. Copyright © 2018 eureka, Inc. All rights reserved.
    24
    ݕࡧͱ͍͏τϨϯυͷมԽ͸େ͖ͳைྲྀʹͳ͍ͬͯΔ͜ͱ΋௫Έͳ͕Βɺ
    Ұ൪zྔz͕͋Δ͔Βz؆୯ʹݟ͔ͭΔzͱ͍͏ମݧΛఏڙͰ͖Δͱߟ͑Δɻ
    ফඅऀͷχʔζͷมԽ
    ୳͔͢Βɺݟ͔ͭΔͱ͍͏ମݧ΁ͷγϑτ
    બ΂Δͷ͔ʁ
    ࣗ෼Ͱࣗ༝ʹબ΂Δʁ
    બ୒ࢶ͕ଟͯ͘େม
    ͍͍ਓʹձ͍͍͚ͨͩ
    τϨϯυͷมԽ
    

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25. Copyright © 2018 eureka, Inc. All rights reserved.
    25
    ࠷ޙʹ࠷΋఻͍͑ͨ͜ͱ
    ʮϢʔβʔͷՁ஋ͱ͸Կ͔ʯΛ

    ͣͬͱߟ͑ଓ͚͍ͯΔ͜ͱ͚͕ͩզʑͷมΘΒͳ͍ελϯεͰ͢ɻ

    

    Ͱ͕͢ɺٻΊΔՁ஋͸࣌୅ʹΑͬͯมԽ͠·͢ɻ
    มΘΔ͜ͱΛલఏʹৗʹϢʔβʔͱ೪Γڧ͘ཧղ͍ͯ͘͜͠ͱ͕
    গ͠Ͱ΋ৼΓ޲͍ͯ͘ΕΔͨΊͷൿ݃ͩͱ৴͍ͯ͡·͢ɻ
    

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26. Copyright © 2018 eureka, Inc. All rights reserved.
    26
    

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