Samantha Bedford - previously Managing Director of online dating site Match.com and VP global marketing at uDate.com - talks to The NextWomen about her new site Carmony where, having enjoyed great success matching people to partners, she now matches people to cars.

Can you tell me a little about Carmony?

Carmony is a new car search website that matches vehicles to people based on their lifestyles - what they need space for, number of passengers they need to carry, how green they are, how fast they want to drive, etc.  The site navigates users through the process of finding a new car, offering model suggestions based on what they say they need most with its ‘lifestyle search’ function.

The look, feel and usability of Carmony are completely different from most car websites in the UK. Backed by Manheim, the site was launched in March 2009 and despite the current economic climate, it’s gone from strength to strength. Cars displayed on the site come with a green score and running cost data, helping consumers to make an informed choice.   We also only feature ‘Approved’ vehicles from approved dealerships and manufacturer schemes, which gives customers peace of mind.

How do you differ from other car sites?

Carmony offers three bespoke ways to find a car – fast, model and lifestyle.

The lifestyle search definitely sets us apart in the market as not every car buyer falls into the category of ‘knowledgeable expert’. Many people are simply looking for guidance to help them choose the right car.  We still offer the traditional fast way to search, but the lifestyle search encourages people to search by their needs and priorities.  We also allow users to search by a model type they have in mind, especially when they have not yet made a decision on the manufacturer and simply want information to make an informed choice.

Apart from the unique search features, Carmony also offers a simple green score rating for each vehicle, based on its carbon emissions and effect on the environment, giving customers easy-to-understand information regarding each car. Unique to Carmony, we also provide official pricing information on running costs, taking into account: service, maintenance and repair charges, tax payments and even daily fuel costs, allowing for choice based on overall costs.

I love the 'lifestyle search'.  How did you come up with this idea?

After being headhunted by Manheim to look at setting up a consumer facing car site, I put together a diverse team of experts with backgrounds ranging from automotive to FMCG.  Early research indicated that many sites had been built with too much emphasis on the car sellers, and not enough on the car buyers.  A large percentage of the UK population is happy to state they know little of nothing about cars, but continue to drive and buy cars.  We have built a site for drivers and not mechanics, if you know what you need we can help you find a car.

How and why did you make the move from MD of online dating site Match, to MD of Carmony

After matching people to their perfect partner via online dating and changing people’s perception of the market, I was up for a new challenge. It’s new, there’s a need for it and it makes sense to the consumer.  After buying a house, purchasing a car is likely to be the second largest purchase that you will make so there needs to be a fun, informative way to access the information that people require to make the right choice.   Anyone that has bought a new car will probably say that it’s a stressful process and the market is crying out for a service like Carmony.  It demystifies the car buying process, making it easy to find the perfect vehicle match. It’s an exciting service that I’m proud to be a part of.

How does the site make revenue?

Carmony currently works with manufacturers and dealers, providing them with an exciting new platform to display their approved stock and reach new customers.

Is the credit crunch affecting the numbers you had envisaged using the site?

It’s an interesting time at the moment, and many companies are cutting costs and reducing spending where they can.  Undeniably, this is hitting many consumers hard, but it also puts those that are in the market for a used car in a strong position.  It’s early days for Carmony, but in a time when it’s paramount to be savvy with your spending, it’s the perfect service to help you make the right choice.

What has been your biggest hurdle to founding the business?

The market for car search websites is very crowded in the UK, and we needed to create a website that truly stood apart from the rest to gain trust and get attention.

As such a large amount of research was been completed in order to get us to the finished product you see today.  Our research highlighted a space for a straightforward jargon free site, which does not assume that each and every consumer knows a great deal about cars. The research also pointed out the fear that many consumers relate to the process of finding and buying a car, which is why we only offer approved cars in order to give them peace of mind.

Entering the automotive sector without a background in the industry has been a great advantage, because it’s meant that I have been able to question the status quo rather than simply accept what has gone before.  Our site has been built with the consumer at the centre, and I know that if we can help them then they will come back to the site time and time again.

Did you always want to be an entrepreneur?

I have been very fortunate in my numerous roles to face an exciting challenge, whether it is shifting perceptions of online dating to an acceptable norm or in the case of Carmony helping regular drivers to navigate the car buying process.  The entrepreneurial spirit kicks in once you can see you have hit upon an idea, which you know will plug a gap; a concept that will make life easier for people and one that will create conversations.

What single piece of advice would you give to a woman thinking about starting an online business?

This advice applies to men and women alike. First off either aim to solve a problem that no-one else has or try to make your product so much better than the others already out there.  It’s not rocket science but if you can truly identify a need that still hasn’t been met by any business you’re half way there.   You must do something you generally have a passion for and then the hard graft that it takes to succeed will come naturally.  Also surround yourself with strong people who know more than you and who aren’t afraid to tell you when you’re wrong.  No-one has all the answers and don’t think that because you’re the leader you have to know it all.

Finally seek feedback from your customers whether good or bad, and respond to it.  The Internet has made the world so transparent that people will be talking about your products to someone, somewhere.  Find out who these people are and harness their passion to make your business even better.

Start with a problem that needs fixing.  If you can help people do this you will succeed.