Dating platform for creatives?

Question

Would you be interested in a dating platform like Tinder but only for creatives?

Paul Woodthorpe · Accepted Answer

Unless you work in the dating industry I would avoid it. 
I work in it and have seen hundreds of apps come and go and they all fail because they do not realise the pitfalls and problems with dating sites/apps. 
I have even talked with a company that spent over £300,000 on "the next big thing in dating" and flopped and shut down within 8 weeks because they didn't understand the business and its problems. They thought as long as they came up with a unique niche that they could make it a huge hit. But it doesn't work like that.

If you or anyone is genuinely interested in dating you should talk to me first.

Janice Wilson · Answer

I actually built something similar for writers: https://happyendin.gs. Good luck in the space. It's a tough one to fund traction.

Luisa Brimble · Answer

https://lunchclub.ai/ ?

Janice Wilson · Answer

@andrefuchs (Laughing!) I didn't! I spent a shit-ton of cash to attract the users I did. But as much as I enjoyed the project, I wasn't willing to pay it a salary to exist. But I did have a few approaches that offered a good ROI. The best was advertising at Comicons!

T · Answer

Creatives don't need dating.
Thay are genius single.

Andre · Answer

@andrefuchs @janicewilson Thanks for sharing, sorry it didn't work out. Next time 💪🙂

Kirman Smith · Answer

I am really addicted to different dating things and ideas!

Andre · Answer

@exopaul Thanks for your input, Paul. 🙂 What is the biggest pitfall in your opinion?

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Andre · Answer

@janicewilson Great work. 🙂 How did you solve the chicken and egg problem?

Paul Woodthorpe · Answer

@exopaul @andrefuchs - User numbers/engagement. 
Most dating apps fail because people usually only want to date people within a 20-30 mile range of them. Trying to get enough users so that everyone in the country, is within 20-30 miles of someone else is hard, but that is not enough. You not only need one person, you need several people to browse. And then when they are bored of contacting/getting ignored you need to keep finding more people within 20-30 miles of the average user. 
Once someone runs out of contacts to message, they quickly grow bored and within days delete the application.

A good example of this is an app that was using a "best friends help you date" idea. They built the app, spent £300K on marketing it and then wondered why nobody was using it much and they had burned through all their marketing and generating only £800/month. I quickly pointed out their flaw. A person signing up in Tampa, Florida would look to the nearest matches. The nearest match to that person was over 120 miles away. The second nearest was 180 miles away and the third was over 250 miles away. Once he had contacted those three people (and got zero replies) there was nobody else within 250 miles of him to contact. He got bored after 2 days, cancelled his subscription and quit the app.

Even the biggest apps out there are not without their issues with this. POF built up a big name/userbase by being one of the first free dating services that goes back to the dawn of the internet. The free model, mixed with an new online dating phenomenon helped it grow fast. 
Tinder, they used a mix of heavy viral trending and a brand new quick dating system that was "swipe right/left" to gain its audience quickly. 
But other sites such as Bumble, Badoo and others have all had the same issue, trying to find a way to get more users. A trip on the highly advertised Bumble will show you that even with a range of 100 miles, you can run out of matches after 50 or 60 swipes, and can go days without anyone new adding a profile.

Unless you have really deep pockets, or have a very clever idea on how to get new users and keep them on the site using it (and therefore spending on it) then no matter how many quirky niches you look at doing will work.

I know some of the tricks to use to get around the problem. But generally novelties like "creator dating" isn't going to be that successful unless you come up with something to make it stand out from a very over-saturated crowd and you can fill it with literally hundreds of thousands of people very quickly so people feel there is instant activity.

If the idea of a "creator dating" app is still your passion, I would suggest taking a very slow approach to it and think very small. Build it for a location such as London and make it a dating app for London Creatives. Marketing should be a lot smaller and more targetted and you will be more assured every penny of marketing is going towards large numbers of people who are all in close proximity rather than spend loads of getting people spread out across the country or the world who are hundreds of miles away from the nearest match. Then when it takes off, and you have a decent revenue coming in, think about expanding it to another large city or two and heavily market those. Over time, you will be expanding it to slowly grow the userbase and therefore the ability to offer other locations local matches. And can do it within a tighter budget than trying to burn through £100's of thousands getting poor results.

If you want to discuss it further than on here or want to discuss ideas around getting it going I am more than happy to chat if you want to email me at exopaul AT gmail.com.

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Dating platform for creatives?

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