Allow me to introduce Luxy, a spin-off from Tinder… for the 1%. A dating app strictly for the Porsche-driving, Louis Vuitton-carrying populace. The app is free to download on iTunes for Applers and Play Store for Androiders, but membership costs you a sports car, a million dollar mansion, and high social capital.

From Luxy’s mobile cover.

Unethical? Yes.

Supercilious? Indeed.

Innovative? Debatable.

Never before have I encountered a company so open about its low-income prejudice. Sure, Aritzia’s employees stare me down whenever I meekly browse their store, but particularly in the online dating industry, a company with such an elitist background is unheard of.

Nonetheless, the cheeky app probably won’t last long. With the help of Porter’s Five Forces (I’ll only be discussing two), we can intelligently rate their attractiveness among the industry.

At a glance, this company fails to pass the rivalry test. With little competitive advantage in supply chain management and no outstanding channels, the app must fight for itself with product differentiation. Indeed, ostracizing the less wealthy creates distinction. It doesn’t seem to be working that well either, with an outstanding average rating of 2/5 from 30 different users.

Amazing. From the Google Play store.

It’s also fair to assume that the 1% have high enough social capital to… Meet people in real life at Jay Gatsby style parties. Or whatever rich people do these days. Simply put, the substitutes for this mobile app are limitless.

Anonymous CEO proclaims,

“With the rise of high-speed digital dating, it’s about time somebody introduced a filter to weed out low-income prospects by neighborhood.”

Thoughts?

All information comes from hyperlinked sources and this Business Insider article.