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It might be a certain persuasion of person you target, or something as simple as a local area.
Building a dating site for locals in your area is probably one of the best ways to get started without needing to spend huge amounts of money for advertising.
Now that you know who the site is for, it is time to think through how the site is going to support itself.
This is something you want to consider before building the site as it will shape the tools and scripts you choose.
Many successful sites offer two tier access to their dating profiles.