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As I wedged myself through the usual crowd, something stopped me in my tracks. COM“ I promptly morphed into one of those sidewalk-obstructing idiots who stares up into the sky and infuriates the people who actually have to be somewhere.
Eight feet in the air, tied to a lamp post, was a white sign with black Times New Roman: “Single? Aside from the URL, this sign was identical to the one I had seen in Glassboro. At the absolute least, I was now convinced that this lawn sign business had its tentacles stretched into almost every town in the state of New Jersey. In talking to a few colleagues about this fascinating business, I learned that most private equity shops shy away from dating sites for a number of reasons: However, just because something isn’t a great investment prospect doesn’t mean it’s a bad business.
As you can imagine, the same names kept popping up again and again. One weekend, I trekked down to South Jersey to visit my parents in my hometown of Glassboro.
The town sits about 30 minutes southeast of Philadelphia and has a population of less than 20,000. I had about a million questions, but two immediately simmered to the top: By the time I pulled into my parents’ driveway, I had convinced myself that the site was the product of some overzealous local entrepreneur.
What I found started in my small home town and led me all the way to the secret guerilla marketing infrastructure of a multimillion-dollar company…
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