An Interview with Micah Cohen of Virtual Marriages.
Turning your personal experience into a profitable business is easier said than done. One such business is Virtual Marriages. The owner, Micah Cohen, faced challenges with his own wedding. He simplified the marriage process for long-distance and elopement couples.
In 2025, Gen Z favors elopements and micro-weddings. Virtual Marriages provide a convenient way to celebrate love. VM’s flexible approach for any type of ceremony is its biggest value-add for modern couples.
The wedding industry differs from a traditional Silicon Valley startup. Micah Cohen has experience in both areas. Below are his insights into six key areas of Virtual Marriages.
Marketing
Creating emotional, story-based testimonials (video and text) helped us explode on social media. We teamed up with immigration lawyers and digital nomad groups. This helped us reach couples who needed online weddings, not just those who wanted them.
We batch social media content around real ceremonies and schedule it weekly. Then I spend time in DMs and emails with leads — actual conversations close deals. Social is about trust and proof, not just presence.
Tip: Use email sequences like coaches. Don’t just send inquiry responses. Create story-driven nurture sequences too. Borrow the idea of productized services. Create clear “packages” that focus on outcomes instead of just hourly work.
Sales
Pricing brings profits and peace. With starting packages at $300 and add-ons, we are making six-figure profits. It took about 17 months to achieve consistent profitability. Narrowing down the target audience helped the most. We focused not just on elopers but also on long-distance couples and remote families. Referrals and social proof increased once we nailed that niche.
Clients are often ready to pay a bit more for a once-in-a-lifetime event. You don’t have to hard sell; you just have to make them feel safe and seen. Also, you get content gold every time you show up — it markets itself if you capture it well.
Tip: If you’re fully booked but still getting inquiries, consider raising your prices. Increase them in small steps. Always share what’s new or better about your service. Confidence grows from results. Check your reviews, referrals, and how you help on tough days.
I run many businesses. Around 40% of my income is from Virtual Marriages. It took about 17 months to achieve consistent profits.
Our pricing concept focuses on transformation, not just time. Couples seek peace of mind, emotional security, and a memorable experience.
Tip: Think about your own emotional labor too; weddings carry high stakes. Lastly, consider your premium positioning. Aesthetics, tone, and customer journey all support your pricing.
Operations/Team
I focused on automating the process. We use Zapier and Airtable for backend workflows, covering lead intake and follow-ups. The Calendly and Zoom integration makes bookings easy. I created a Notion dashboard for officiants. This lets them quickly access everything they need.
Because VM serves elopers and international couples, we see a steadier stream than traditional vendors. We also use slower seasons to refine the backend and test new offers.
Tip: You can scale with smart packaging and automation. Consider officiant teams or digital planning tools. It’s not as scalable as SaaS, but it’s more scalable than many think. The key is to cut yourself out as the bottleneck.
Finance
2023 was our second year in business with $490,000 in revenue, $343,000 in expenses and $147,000 in income.
Tip: In 2025, selling digital products (like planning templates or AI tools) + strategic coaching will grow fastest. Expand services only if you can delegate without burning out. Think “one-to-many” where possible.
Mindset
Success is when couples cry happy tears during a virtual ceremony — we’re creating a moment, not just checking a box. I also track how “light” the business feels: low support tickets, smooth operations, happy vendors. When it runs with minimal stress and maximum joy, I know we’re on track.
In tech, we glorify speed and scale. In weddings, you need intentionality, trust, and emotional intelligence — rushing kills the vibe. I had to unlearn “move fast and break things” and embrace “move gently and mean it.”
Emotion wins, hands down. Couples want to feel seen, calmed, and celebrated — it’s the emotional resonance that seals the deal. Aesthetics support — it’s the “first impression,” but not the final reason they say yes.
Delivery
Focusing on “done-for-you” ceremonies instead of DIY templates was a game changer. People didn’t want to figure out Zoom logistics — they wanted someone to hold their hand. That shift allowed us to charge more and build a reputation fast.
The luxury wedding industry lacks authenticity. So much looks good but feels hollow — couples crave meaning behind the aesthetics. There’s also a lack of tech-forward, emotionally intelligent services that actually simplify the experience.
Obsess over the customer journey — from discovery to delight. Small automations (email reminders, onboarding, follow-ups) build massive trust. Also, present your service like a product: clean, clear, and conversion-friendly.
Thank you for reading!
Akila
P.S. Do you know a wedding business owner that is crushing it in the industry. Let me know!
View comments
+ Leave a comment