Whitney Wolf Herd started planning an October launch party at the Four Seasons restaurant in Manhattan where people are known for having a power lunch. The 28-year old Herd has changed dating dynamics through letting women make the first move. Bumble now has 22 million registered users. Bumble has made 100 million sales this year on hyperlocal, tailored advertising. Herd wants to solve a personal struggle as her definition of finding success while approaching the problem from a female perspective. Bumble is a new network that is not a dating app but a social network for people you don’t know. BumbleDating, Friends Bumble bFF and Bumble Biz. Bumble is trying to create equality by letting women make the first move.
Herd believes in listening to this generation of women and older women who want to use the platform. People do not like change. Herd states that anything worth fighting for is not going to be easy. Even in an age where 90% of all start-ups fail but Bumble users pay $9.99 for a monthly subscription to perks like deciding who deserves a message. Herd wanted to have a network focusing on positivity, such as who the person is instead. Herd has a talent for marketing and branding. The team at Bumble was able to build new technologies that support subscriptions.
Bumbles’ unique perspective is to make sure that the girl has the guy’s phone number but the guy doesn’t have the girl’s number. She allows women to make the first move but if they don’t, the match disappears in 24 hours. Women who work for Bumble understand the target market because they are in it. Bumble has an office covered in balloons and maintains 70 employees, 85% of which are women. Neon signs at the office say things like “You’re a Queen Bee,” “Be the CEO Your Parents Always Wanted You to Marry” and “Make the First Move.” Part of Bumbles’ design is to let women make the first move or the connection is lost in cyberspace. Women don’t always have to say they are looking for love, but rather friendship and career connections. To date, 3 million users have tried Bumble but just 500,000 are active in a typical month. Herd has a long way to go to change online dating but the revolution begins.