We recently decided to do some outreach to find what some of the newer dating sites were doing to build concepts that were challenging the way we look at online dating. Over the course of the next 12 months we will be posting replies from our inquiries and or pitches from new dating sites. Along with each we will post our comments under each new dating site pitch. The first is HerSmile.com.
Here is the HerSmile.com Pitch:
Below is an overview of who we are:
Why is finding love online; more like alchemy than chemistry… endless beautiful theories yet no consistent formula that leads to a golden outcome?
We did a year of research to find out why. One barrier, above all kept recurring: Intention
For women it was quantified by a lack of commitment. With messages being sent out left, right and centre you have no idea if someone is genuinely interested in you or if you were the first to ‘take the bait!’ For men it was about feeling misled. Guys felt their time and money was often lost on someone who was really more interested in the attention.
HerSmile is the first introductory site to assure women of a man’s commitment and to ensure men aren’t misled. This is how we do it:
On HerSmile women have a monthly subscription. Men, who have no subscription, instead buy credits. He confirms his interest is genuine using one credit to send his first message. He’s only charged for his first introductory message to her and only if she approves. Her ‘smile of approval’ lets him know the interest is mutual and if the feelings not mutual we’ll simply return the credit back to him for him to use with someone who is interested. And of course she can always message him first.
What makes this model so effective is because he invests in an introduction she’s assured of his commitment to her and for men since responses only ever come from women who reciprocate his interest he won’t be misled. Intention confirmed on both sides without the pressure. Here’s our brief video: www.HerSmile.com/female-video
Shortlisted in 3 international competitions HerSmile has been named in numerous publications and was nominated: Best New Dating Site and Innovator in the Dating Industry at the UK Dating Awards.
Cosmo Currey | Founder
HerSmile | For Relationships. By Intention.
The credits system is cool in that the female user returns the credit if not interested. This also assigns some value to messages since we all know that many users play online dating like a numbers game; the more emails the more likely a taker. We agree that intention or rather perception of intention raises the level of interest but we think that is true for maybe both the male and female in many cases; maturity of the users being the differentiating factor. I am not sure that the idea of a credits system for both the male and female is not better but of course how can you tell their motivations are more sincere any other way than assigning something like the mechanism here that puts the perception of more value in first messages . I love that “he invests in an introduction”.
This is a neat concept. What is commonplace in the industry is for larger players to take ideas that are working and apply them to their larger database dating sites. That will be a challenge for HerSmile.com. Apparently they are seeing great traction and we wish them well and would say to our readers to give this site and try and share any experiences you have in the comments section. It will be interesting to see how this site evolves and whether there is staying power. The obvious question is what will get this site to scale? So, what is the user acquisition strategy? If we hear any more on that we will share it as an update.
GOT A PITCH FOR A YOUR NEW DATING SITE? Write RonnyJasonLee@gmail.com and we will publish it in this series focusing on innovation in online dating.
Until next time.