We see three key reasons why a friend would be part of an inner circle.

First, it scratches the itch of being on a dating app when not single. It’s common for someone who is not single to comment about wishing they had the apps to at least just try when they were dating.

Second, they love to brag on their friend and say the things only they would say. Not only gushing about this person they love, but also a light roast is something we expect. An element completely missing from apps today. This is the good stuff. We don’t want to see the resume. We want to hear how they are known with friends.

Last, they love playing matchmaker. There is an element of joy people get out of actually being a part of the story. This gives them a chance to play an active role in finding the perfect fit for their friend.

There are a ton of apps out there for sure. But they are all doing the same thing. We want to usher in a new era of online dating. One that gets away from the shallow swiping Tinder set the pattern for. We believe everyone is ready for things to change.

Dive throws out the dating formula and approaches things fresh with something that feels more genuine while living in an ever increasing artificial world. As we move more and more into a world of automation and filters, this will only stand out more in the pack of apps who look to make things more mindless, rather than more thoughtful and authentic.

Creating a web of inner circles is something that zero apps are doing out there and we are committed to making the experience deep and meaningful, leading to high quality dates rather than idle lists.

Because what’s out there is not working. It’s not uncommon to hear someone who is on the dating apps to complain about deleting and reinstalling constantly out frustration and claiming to despise the thing they feel they have no choice but to include in their dating process.

The current experience requires you to wade through a sea of ads, bots and matches with zero accountability to their authenticity, intentions and the safety of the person.

The time is ripe for an app that provides a safe haven for intentional, real dating.

We are targeting March 14th, which is the Friday of the last weekend of Austin’s SXSW festival. We would love to have a huge launch party there where people will be ready to get on together. If we are not happy with where we are then, it will serve as a big public brand launch giving Dive a solid name that we can spring off of. So as long as we get moving on development this summer, we expect to be able to have the MVP live in the app store by then. If we need more time in development, we expect late May or early June to be also another great window as people are heading into the summer and the dating scene is in full swing.

The Friends and Family round will run from June 17- July 31 with the goal of raising 150k to get things moving and provide funds for pitching the seed.

The Seed Round will run during the third quarter during the months of July, August and September. Our goal is to raise 2m that will be enough to get across the finish line. Our stretch goal is 5m that will allow us to have double the team (24) allow us to have more of the 9 key features at launch and give us more marketing budget that will be key to its success.

Users. Leading up to the launch we want to build a lot of excitement surrounding the brand by providing clarity on the concept and putting the need for it to the forefront. We will be working as hard on getting a strong word of mouth out as we will be building it.

Our approach here is unique and we believe will be a massive selling point. There are two key focus’ for monetization.

First there is a single subscription that gives you full access to all Dive has to offer. This levels the playing field and they never have to think about having to keep up with others who are giving out roses, compliments, boosting their profile or other things that require constant infusions just to maybe get matched with a potential user. We plan to really put this at the front of the marketing as it is a common complaint that floods the reviews of all the dating apps out there. You are either all in on a trial or paid subscription or you are out. This will bring a sense of exclusivity as well as inclusivity so people know that they won’t be upstaged with someone who can afford to pour into potential matches financially with no promise of matching.

Second is date planning. The user actually benefits from this model as we partner with restaurants, places for activities, movie theaters and other date destinations that will not only be present on the app for a fee, but will bring with them exclusive discounts for the user. So not only does the user not need to pay for this service, but it helps support the very expensive nature of dating and gives us a chance to bring in profits by providing value to our users.

The inner circle isn’t something that is seen publicly unless going through the app. It’s not similar to a social media app that shows your circle for all to see. But we typically know if we’re part of an inner circle and who someone’s inner circle is.

Dive celebrates it. Dive provides a place where you can gush about those who are important to you and let others see what you see. So while someone might see data points with other apps, with Dive you see why people have claimed their friends as their ride or die.

There will always be social dynamics at play with something that involves choosing friends. But the intention here is to have those who know you best give an accurate picture of you as well as sharing what it is that draws them to you.

We know that B2C is both very difficult to break into as well as costly. Like an amazing, critically-acclaimed movie (See Mission Impossible: Dead Reckoning, Furiosa, The Fall Guy for recent examples) that lacked the proper buzz, we know the marketing and launch strategy is as important to the success of the app as the app itself. Therefore, Dive should consider the following strategies:

Strategic Partnerships:
Collaborate with established brands or influencers in the dating and lifestyle industry to leverage their existing user base and credibility, thereby expanding Dive's reach and credibility.

Targeted Advertising:
Utilize targeted advertising on social media platforms and dating-related websites to reach potential users who are more likely to engage with the app, maximizing the impact of marketing efforts.

Content Marketing:
Develop engaging and informative content related to dating, relationships, and app features to attract and retain users, positioning Dive as a valuable resource in addition to a dating platform.

User-Centric Approach:
Prioritize user experience and feedback, ensuring that the app's features and interface are designed to meet the needs and preferences of the target audience, ultimately driving user acquisition and retention.

Marketing Campaign:
Engage with dating podcasts focusing on failures to highlight Dive's unique approach and solutions. Host an epic, memorable launch party at SXSW to generate brand buzz and attract a large user base, drawing inspiration from Hinge's successful user acquisition strategy.Implement a hyper-clear social media campaign emphasizing Dive's value proposition and problem-solving capabilities.Build a substantial waitlist of potential users ready to join upon the app's launch.Leverage the exponential nature of bringing friends on board by offering incentives, such as extending premium access with each referred friend.Target social circles in sports clubs, community events, and team gatherings to ensure word-of-mouth promotion within close-knit communities.

By recognizing the critical role of marketing and launch strategy, Dive can effectively position itself for success in the competitive B2C market, ensuring that the app receives the attention and user base it deserves.

Cam Cheline
Cam has spent over half his life designing human experiences working in a variety of verticals including Conversational AI, Entertainment, Productivity, Big Data, Health and Real Estate.

He has been leading teams and projects into successful launches that value an experience that is both beautiful as it is intuitive.

He lives in Austin, Texas with his teenage son he loves to find adventures with and is often found on a mountain or beach, finding trouble to get into whether swimming with sharks while scuba diving or riding a board down a mountain. He’s also in love with his blue nose pittie pup Sawyer and cat Badger, who look like twins.

Until Dive launches, you can get a better picture of Cam at his Instagram.

Miranda Gordon
Miranda brings over a decade of marketing & GTM Strategy experience to the team providing a cohesive vision for her team to align product & marketing effectively.