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Having proven the concept - being certain there was both a need and commercial value - Matt went about building a team to assist him with the creation of the site.

The US dating services industry has performed well over the last five years.

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His single mother asked him why he couldn't help her find her knight in shining armour, and so he literally went about it.

Friends introduce their friends to prospective partners by way of a written profile and whilst candidates can't amend the write up they've been given, it does allow for a right of reply.

Closer to home, giants such as have seen more than 10m members join in the UK alone since 2005.

According to You Gov, almost a third of all marriages that started online in the UK started on Match - but their appeal is very broad.

New entrant my Lovely goes live on Friday, with a business proposition aimed at those over 50s.

Matt Connolly conceived the idea of the website to dispel the stigma and solve a problem presented to him around the Sunday lunch table.