Are you frustrated by the online dating scene? According to a Pew Research poll, almost half of American singles go on less than one date every three months. HowAboutWe, which was founded in 2009 and launched in Boston this week, offers a modern approach to dating. The site aims to take online dating offline and make it more fun. Co-founders Aaron Schildkrout and Brian Schechter, who have been best friends since kindergarten, decided they wanted to start a business when they turned thirty. At the time, both were single and living in Boston. They settled on a dating site after returning from hiking The Lycian Way in Turkey. While neither had an entrepreneurial background – both had worked as high school teachers in urban charter schools for most of their careers – they had toyed with the idea of integrating dating with a social network for a while.
According to Schechter, dating sites reflect the idea of arranged marriages or online shopping, not how people actually think about dating in real life. The site resonates with users because they get to do a type of activity they enjoy and don’t feel as though they are objectifying themselves. “This is a good context for there to be a spark if there is to be a spark,” said Schechter.
The site, which first launched in New York City in April and recently expanded nationwide, lets users propose an activity, by saying “How about we…” and then filling in the blank. Other users can comment on the idea or suggest an alternative. Users receive a stream of dates daily both in their inbox and on the homepage. “It ends up being a more fun, natural way to meet people,” said Schechter. Users can propose dates in general or to a specific person. The co-founders and staff have all used the site themselves, which helps build its credibility. The best date someone proposed to Schechter was “how about we go and get champagne and cupcakes and toast the success of HowAboutWe.”
On most dating sites, guys send 10 messages or more to get a single response. On HowAboutWe, according to Schechter, users propose a single date and get an average of 2-3 responses provided they don’t have a terrible profile picture. The date that got the most responses (70 to be exact) in New York City was a guy who proposed getting a manicure because it was his first time and he wanted someone special to help him out. “Even if you’re not into guys who get manicures, you appreciate that attitude,” said National Community Manager Erin Scottberg.
Users can search for types of dates and for other users by both traditional categories such as age and gender to more unusual categories such as politics and education. Those who sign up for the site create a username, and many people use their real name since it feels like just another social network, according to the Scottberg. The site is also integrated with Facebook Connect and allows users to share dates they have proposed as well as play matchmaker.
Like most dating sites, HowAboutWe uses a subscription model – users can try the site for free, but then have to pay to respond to or initiate communication with other users. However, HowAboutWe offers subscription plans as low as $8 per month if a user signs up for a yearlong subscription. It is also more integrated with social media by rewarding users for going on dates and inviting their friends to join the site, among other things. Users who accumulate 1,0000 points get mailed a $100 check to go on a date of their choice, which basically pays for the membership. HowAboutWe currently has 25,000 users, about a fourth of whom are active. The average user is 29, college educated, and – pay attention guys – 60% of current users are female.
HowAboutWe held its first Boston event at the Taza chocolate factory in Somerville last night. Around sixty single Bostonians attended. In addition to tours of the factory where participants donned hairnets and learned about the chocolate making process, participants could also sample the chocolate. The event began with a fun icebreaker in which people asked each other questions to learn more about one another and attempt to win bingo. The prize, snagged by local dating coach Thomas Edwards (aka The Professional Wingman), was a dinner for two at Rialto.
HowAboutWe is the first project of Schildkrout and Schechter’s parent company This Life Inc. New features on the horizon for HowAboutWe include group dates and expanding the site to involve those currently in relationships who are in need of fun date ideas.
If you didn’t catch Schildkrout and Schechter at WebInno on Monday or at Taza last night, be sure to check out the tour of the new MFA wing tonight or the book swap at Middlesex Lounge on Thursday. Also, we have a special challenge for BostInno readers – propose a dating event in the comments section – the best idea will be implemented in Boston!
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