Even a master's degree in psychology was no guarantee of success in running an online dating service for Kulchulee Subsinudom, founder of Bangkok Matching Co. Instead, she relied on her years of personal experience.
Before setting up the company, Mrs Kulchulee claimed to have dated 300-400 potential partners and read many books on dating.
She also took notes on all the people she dated, and is not shy to admit it.
"I was into all this stuff since I was young. I wrote why things would end up a certain way after some dates. Eventually I separated the records into different folders of yes, no and maybe," she said.
She sometimes dated eight to nine men at the same time, dumped guys who are not up to her standard, and then attracted new ones.
Set up in 2006, Bangkok Matching is a matchmaking service provided on bangkokmatching.com. The website has 500-800 active profiles.
The reputation of a matchmaking service is very important, so applicants are required to bring their diplomas and certificates to registration, as well as sign an agreement stating if they lie they will be fined a minimum of 1 million baht.
"The damage to our image by someone lying is not even worth the fine," she said.
In 2008, "Thai Millionaire Matching" was set up, allowing "attractive ladies and gays" to register for free, then millionaires who underwent stringent interviews were provided passwords to check out the database. After that, the matchmaker conducted interviews of the people he or she chose.
As the majority of Bangkok Matching customers are junior professionals, Mrs Kulchulee decided to launch "21 First Dates", which focuses on seeking partners not based on social and financial status.
"This is based on the assumption that out of 12 people, even the most difficult case will find at least one suitable partner," she said, adding the service includes packages of three, six and 12 dates.
Bangkok Matching's latest service started in February is "Love Around The Clock", a free dating service where people contact potential partners under the moderation of the company.
Customers in the premium range include doctors, air hostesses, celebrities, millionaires and singers, all having difficult requirements.
Ten dates cost up to 250,000 baht while three dates for male foreigners cost 98,000 baht.
"Very rich people work all day, hanging around with the people they work with. They are also picky. Rich men don't understand why they would want women who are not good-looking," she said.
"I have sympathy for celebrities. Someone once told me paparazzi would write bad things about them if they give their phone numbers to a no-name person. The celebrity may also hesitate to give out their phone number if they do not know whom the person is."
Around 15-20% of the customers are foreigners. The company grew by 80% the first year and 30% every year after.
She said some 500 couples were married last year while 3,000 to 4,000 couples were successfully matched.
The company is interested in selling franchises, but no one has been qualified so far. Mrs Kulchulee herself provides dating coaching services for 5,000 baht per hour.
She also wrote a dating guidebook for her children so they will be aware of the tricks men and women use in relationships.
"When a guy loves a girl, he overlooks everything and tries to adapt, unless the woman is overacting," she said.
The company has strict rules requiring all employees, including five full-time matchmakers, to have a partner so they can understand the clients.
"The job is stressful. But because I love my work, it doesn't feel like I'm working," she said.
She added the current trend is more women are looking for a significant other, while men are still picky.
But those seeking partners in Thailand will find it frustrating, as women do not understand how the process works, said Mrs Kulchulee. Women aged 28-50 mostly seek partners the same age who must have at least an equal level of education and salary.
"Meanwhile, men 50 and over want partners 40 or younger and are not interested in money or education. They only focus on looks and personality. Nine out of 10 women are not aware of this and refuse to lower their standards," said Mrs Kulchulee.