Grad-U-Date, an online dating startup for graduate students, seeks to determine the optimal monetization strategy. The case explores market sizing, competitive landscape, and profitability calculations for different revenue models including monthly fees, premium accounts, and advertising. Candidates must analyze user data, market trends, and financial projections to recommend the most profitable approach. The case also examines the impact of changing market dynamics on revenue models and brainstorms additional strategies to increase profitability. Key considerations include the declining popularity of monthly fee models, the potential of premium account offerings, and the need to adapt to a competitive online dating landscape.