Weddings are a major life event that many spend countless hours planning and searching the internet for ideas. OneWed – formerly NearlyWed – provides inspiration to its customers through images and ideas from top wedding bloggers. Similar to Pintrest, consumers can browse the website posts of content and then save or share content. The posts also offer click through to the vendor’s website. The company launched an iPad app and their website.
OneWed’s target demographic is the current generation that looks to create a unique wedding experience. The consumer’s focus is less on the perfect magazine wedding and more on how to DIY in an inspired way. Utilizing technology not only in the planning process, but also day of activities is also a preference of OneWed’s target consumer. In addition, the consumer also may want the ability to share content via social media with friends as well as read online reviews of vendors and services. While many consumers utilize Pintrest, other wedding planning sites, such as TheKnot.com and Martha Stewart Weddings are OneWed’s main competitors and market leaders.
The financial model is based on featured listings. While vendors and consumers can post for free alongside the curated blog content, OneWed offers vendors the option of paid placements via “native advertising”. This allows vendors to use their own images in the product advertisement listing. The native advertising doesn’t interrupt user interaction, however visibility is increased. This model allows consumers to interact with vendors and investigate new products and services for free, while vendors can present their products to consumers in a low pressure environment.