As we age, our social circles naturally change and often narrow: people move, change jobs, start relationships, develop new interests, and stop seeing old friends regularly. Yet, we often don’t know how to make new friends—and it’s not always easy. To bring someone new into your life, you often have to initiate conversation and take the first step yourself.
A person might be socially active, yet still want to: — meet new people; — find a community based on specific interests; — build close friendships in a new city; — gain more social interaction outside of work and school; — expand their usual social circle.
Goal
To help people aged 20–40 build new social connections through our media.Media Themes
How to meet new people and establish friendships as an adult.Key Focus Areas: 1. Meeting People We discuss topics like how to start a conversation, how to follow up after a meeting, and so on. We develop scenarios based on real-life situations. «We had a good talk—now what?» «How to invite a colleague out for something outside of work?»
Places and Occasions A curated collection of places where it is easier to meet people with similar interests across various formats.
People and Connection Stories from real individuals, along with the option for users to post information about themselves on the media’s page. Building a community where connections can be found.
In-Person Gatherings Workshops, clubs, collaborations, and events where introductions happen through shared activities. This can also be structured as a collaboration opportunity.
Dissemination Channels
The Telegram channel is our primary resource—a central hub where we regularly post content and build our community (tutorials, curated lists, discussions, polls, recommendations, event announcements, and connections based on shared interests).In-person meetings are our second major tool, distinguishing us from other media outlets. We foster a community and provide a space for individuals united by a common idea to gather and find new social connections. These in-person events can be organized through sponsors who might provide venues, event tickets, and other necessary resources.TikTok and other vertical social networks serve as supplementary tools for audience attraction. This type of video content is highly effective for promotion.
Competitors
Our media platform is not just another dating website. Most existing projects address only one specific facet of the broader problem: some help people find a match, others help find an event, and a third group offers advice on friendship. Our project integrates these formats, focusing not on finding a person, but on creating the conditions for connection.
Direct:
1. Friend-finding apps (Bumble BFF and similar).
Finding friends and local communities. The core mechanism operates through an application where users can log activities and view profiles of other people. Strengths include a straightforward mechanism and a large user base; weaknesses include the fact that the user must organize the entire process—from initial meeting to communication and planning—from scratch.2. Dating/social service bots (Daivinchik, Tinder, and similar).
They cover the initial stage of meeting new people quickly.
Strengths include a low barrier to entry and the ability to quickly select a new conversation partner. However, there is no clear indication of whether the person is seeking a friend or a partner, there is a risk of encountering spam, and the user must initiate communication.Indirect:
1. City media and event listings.
They publish information about various events where a person can go to meet new people.
Strengths include regular content about specific places for social gatherings; however, they do not address the need to know how to communicate with other people. The audience has no guarantee whether anyone with the same need and interest in finding a new social circle will be present.2. Themed clubs and communities.
These allow people to attend events based on specific themes and shared interests.
Strengths include an existing shared context, which makes starting a conversation easier. This same narrow focus, however, can be a drawback of this format—which is why we offer diversity.
Target Audience
Primarily urban residents aged 20–40. They are united by the goal of finding new people with whom they can socialize and collaborate. They lack the understanding of how to make acquaintances as adults.
Target Audience SegmentsSeveral categories can be identified:
1. «My social circle has shrunk or cooled off»
Social interaction used to happen constantly, but now friends have moved away, everyone is busy with work, relationships, or their own affairs, or they have stopped communicating altogether. There is a need to expand their circle and regain a sense of an active social life.Portrait: Anya, 29. She works and lives in the city and has two or three friends. She seems to have friends, but it is almost impossible to meet up spontaneously with anyone.2. «I don’t know anyone here»
Her work and daily life are settled, but her social life has barely formed. She has colleagues and acquaintances, but her interests do not align with theirs. There is a need to form a stable social circle and find people whose interests and lifestyles match hers.Portrait: Maxim, 32. He has a job, but he doesn’t know how to make acquaintances at work or outside of it.3. «I want more interaction»
Life is too monotonous and follows a routine script. She wants more new experiences and wishes to boost her social activity.Portrait: Ilya, 35. Work and home have established a familiar social circle. Every day passes the same way, which can lead to feelings of listlessness. He wants to maintain his relative youth and find reasons to go out and meet new people in various formats.
Target Audience & JTBD«My circle has shrunk»
Old friends see each other less often; everyone has their own commitments, relationships, work, or is moving.
JTBD:
«I want to find a group again with whom I can spontaneously do things and spend time together.»«I need people with shared interests»
There are no people for specific hobbies, and I don’t know how to make new acquaintances.
JTBD:
«I want to find new people united by a common idea and passion.»«I want more social interaction»
The person generally has an established social circle but realizes it has become too predictable.
JTBD:
«I want to meet new people more often and not fall out of active social life.»
Unique Selling Proposition
Media on how to make new friends. Practical mechanics and real-life activities that help you meet people and build new connections.- Beyond Advice, Into Practice
We don’t just tell you how to make friends—we provide concrete mechanics you can try at events we organize. This same section features real people’s stories, giving the audience a clear, visual example.2. A Catalyst for Social Connection
We create reasons to connect—from themed gatherings to other interaction formats thanks to our sponsors (workshops, joint exhibition visits, etc.).This addresses the most common issue with most dating/friend-finding services: users arrive with the mindset, «I want to find friends, ” and everyone around them knows they share that exact goal.
