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Clients have an interview with the company, and then It's Just Lunch's matchmakers arrange the details of the date.

There would be a line at the door with a strict doorman and inside would be a collection of beautiful people, all deemed special because they’d made it past the velvet rope. “Our requirements for women are just as rigorous as our requirements for men.

Joann and Steve Ward operate the service, which serves clients in all 50 states.

Since its founding in 1991, It's Just Lunch has arranged over 2 million first dates around the world.

"Although not single myself, it was clear that entrepreneurs who were single and looking just didn't have the time to dedicate to complicated registration processes, nor fool with the trivialities attached to the mainstream dating sites," he says.

"We wanted to create a reputable site for entrepreneurs -- and those interested in them." Today there are 160,000 members on Entrepreneur (not to be confused with Entrepreneur Dating.com, a newer site with about a 1,000 members whose owner declined to be interviewed).

Though Kurtz declined to disclose revenues, he says his online dating services have been profitable from the start.

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