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March 8, 2016

Dipity Dating App Plays on Romantics’ Penchant for Fate

Based on the serendipitous concept of fate, new dating app dipity aims to bring singles together by chance - and location.

Dipity, now available in the Apple App Store, is a free app that matches couples based on each individual’s pick for a first-date location. Users find potential matches from a pool of singles and begin chatting. When a pair decides they’d like to meet up, they each choose from a list of up to 10 mutually convenient spots suggested by the app using geo-targeting. If both users select the same location from the list, dipity considers it “meant to be” and prompts them to set up a day and time to connect. But if the users each select a different location, then it wasn’t meant to be and the app directs both parties back to their pool of potential matches.

Sounds like something only a real romantic would come up with, right? That’s a safe bet to make, considering dipity co-founder Patrick Flynn came up with the concept based on a dream he had a year ago after watching the film “Serendipity.” The next morning, Flynn called friend and co-founder Dominic Amenta and the two got down to business.

The dipity difference

The difference between dipity and other dating apps that provide a list of geo-targeted locations for users to meet up at (like MeetMeOutside, which we covered earlier this year) is that dipity doesn’t target a niche audience. Instead, it’s catering to a broad demographic. The fortuitous element of the app that requires both users to select the same location to move forward is also a key differentiator. Additionally, the dating app is free and doesn’t charge for features that many others capitalize on - like undoing an accidental swipe right on a profile you’re not actually interested in.

While developing dipity, Flynn and Amenta kept in close contact with their single friends who use other popular dating apps. They tapped them to learn what they liked about the apps, what they didn’t, and what minor aspects left them most frustrated.

“We’re making sure these nuisances don’t exist [on dipity],” said Flynn. “We want a complaint-free platform. Users shouldn’t be charged $20 for swiping accidentally.”

The app lauched in mid-February and currently has 1250 downloads. Flynn says it's seen significant success via Facebook and Instagram. It's averaging 100 downloads per day. The co-founders are focused on growing their user base, and aim to drive additional awareness of and engagement in dipity through public relations and social media. They’re also considering leveraging college students as brand ambassadors to organically share the app with friends. Though that strategy isn’t fully baked, they do have one student, a former intern of Amenta’s, helping spread the word at University of New Hampshire.

Learning the mobile ropes

Dipity isn’t Flynn and Amenta’s first rodeo, but it is their first foray into mobile. Both successfully launched their own businesses in early 2012 (Flynn, an executive short-term apartment rental company called Northeast Suites and Amenta a PR firm, DPA Communications), but neither had worked on an app before.

“It was a learning curve,” said Flynn, referring to the process of developing an app.

“But we both have the experience of building a business from the ground up,” added Amenta. “We bootstrapped [our other businesses]. We’re scrappy. We talked to each other every day as those [other businesses] were starting up. We’ve learned a lot from each other.”

The biggest obstacle the two have faced? Timing. Initially, they expected to launch dipity within three months. Quickly, they learned the process would be a lot slower than their other ventures.

“It took longer than expected,” said Flynn. “The first 80 percent of the app takes about 20 percent of the time to make. It was real quick - we had a rough beta version a long time ago.

“For that last percent of the time, you’re almost there. But so many minor adjustments go into finalizing the app,” he added. 
 


Kaite Rosa is Director of Content & Marketing at VentureFizz. Follow her on Twitter: @KaiteRosa

Masthead image via Shutterstock.