Every marketplace faces crises. The difference between platforms that survive and those that fail is the speed and quality of the response. These protocols are mandatory — not optional.
CRISIS RULE: When a crisis is identified, it becomes the single priority. Cancel all other activities until the crisis is resolved. Speed of response is more important than perfection of response.
5 Crisis Scenarios
| Crisis | Trigger | Severity | Immediate Actions | Recovery Time |
|---|---|---|---|---|
| Male Ratio Spike | Female ratio drops below 45% | Critical | Pause all male onboarding immediately. Activate top 10 female connectors. Double female referral reward for 72 hours. | 48–72 hours |
| Engagement Collapse | Sparks sent drops below 0.5/user/week | Critical | Manually curate 5 matches for every active user. Push notification campaign. Review last 2 weeks of product changes. | 1 week |
| WOM Engine Failure | Referral rate drops below 10% | High | Activate all 4 WOM mechanics simultaneously. Increase referral reward by 50%. Conduct 10 user interviews to find friction. | 2 weeks |
| High Churn | D7 retention drops below 30% | Critical | Conduct 10 user exit interviews immediately. Identify top 3 churn reasons. Address root cause before acquiring new users. | Address root cause first |
| Safety Incident | Any reported safety concern | Zero Tolerance | Respond to affected user within 1 hour. Remove reported user pending investigation. Document fully. Review and update protocols. | Immediate — no delay |
Crisis Protocol Detail
Too Many Male Users
Trigger: Male ratio exceeds 60% for 3+ days
Immediate Actions:
- Pause all male signup campaigns
- Activate all female acquisition channels simultaneously
- Increase female referral incentive by 2x
- Brief connector network: female recruitment only this week
Root Cause: Usually caused by paid social targeting too broad, male influencer content, or viral male-skewed content. Recovery Time: 7–14 days to restore balance with aggressive female acquisition.
Low Match Activity
Trigger: Spark→Meet conversion below 10% for 7 days
Immediate Actions:
- Manual matching: review all unmatched users and seed introductions
- Direct user-to-user introductions via founder account
- Send personalised match suggestions to top 20% most active users
- Conduct 5 user interviews to identify friction
Root Cause: Usually caused by low profile quality, algorithm issues, or demographic mismatch in user base. Recovery Time: 3–7 days with manual intervention.
Event Attendance Drops
Trigger: Event attendance below 20 people or no-show rate above 40%
Immediate Actions:
- Activate connector network for emergency invitations
- Reduce event size to 15–20 people maximum
- Move to a smaller, more intimate venue
- Offer existing attendees +1 invitations
Root Cause: Usually caused by poor timing, competing events, or declining brand excitement. Recovery Time: Redesign event format. Add novelty. Change venue.
User Churn Increases
Trigger: 30-day retention drops below 40% for 2 consecutive weeks
Immediate Actions:
- Conduct 10 user exit interviews immediately
- Identify top 3 churn reasons
- Activate re-engagement campaign for churned users
- Review last 2 weeks of product changes for regression
Root Cause: Usually caused by poor match quality, low meeting conversion, or product friction. Recovery Time: Address root cause before acquiring new users. Churn kills liquidity.
Safety Incident
Trigger: Any reported safety concern from a user
Immediate Actions:
- Respond to the affected user within 1 hour
- Remove the reported user from the platform pending investigation
- Document the incident fully
- Review safety protocols and update if needed
Root Cause: Safety incidents destroy female trust and brand reputation permanently if mishandled. Recovery Time: Zero tolerance. Act immediately. Communicate transparently.