Family Fridge Owner Keeps a Cool Head on Dragons' Den

Dragons' Den online launched recently with various entrepreneurs pitching their ideas for investment. Among them was FamilyFridge, created by Alexi Deak – a family-focused social networking platform that was the only pitch to secure investment from one of the dragons.

The platform's tagline emphasises "bringing your family closer together." The concept centres on families joining the site to share diaries, photos, files, messages, and create gift lists, with mobile applications planned for release.

I appreciate the concept, and think FamilyFridge fills a unique niche in the online arena. While numerous social networking sites exist, few target families specifically. Sites like Famiva offer family tree building and media sharing, but FamilyFridge presents a distinct offering. Security remains a concern given the personal information users would consolidate in one location.

SEO analysis

The domain was registered in August 2008 and hosted on a Linux Red Hat server. The site's clean design earned early recognition, but optimisation opportunities exist. The homepage title tag could incorporate "family social networking site" for improved search visibility. I'd suggest using SWF image replacement for keywords and implementing H1 or H2 headers – noting these elements were absent.

Backlink analysis revealed approximately 49 backlinks with a respectable homepage rank of 3. For a site live just over one year, more active link building was expected. FriendFeed and Mumsnet provided some attention, though major UK newspaper coverage was absent.

I'd recommend increased social media optimisation, niche site partnerships, and strategic PR efforts for future growth. Regarding geo-targeting, using a .com domain would broaden global reach beyond UK-focused search results, with potential for international expansion.

Conclusion

The venture demonstrates a strong business model and web design, though the SEO strategy required strengthening.