«WHERE TO GO IN THE EVENING?» — a city media platform for young adults who want to go out more often, discover new places and events, but don’t want to spend a lot of money or time searching.

Moscow offers a vast number of leisure opportunities, but the sheer abundance of information doesn’t solve the problem of choice. A user might check event listings, several Telegram channels, maps, and social networks—only to end up with dozens of options, from which they still have to choose themselves.

Therefore, the project is built around a simple scenario: a person wants to go out, but doesn’t know where.

The media’s primary goal is to transform this vague «go out somewhere» into a concrete recommendation.

There are many services available today that help people find events in Moscow. For instance, Yandex Afisha compiles concerts, plays, movies, exhibitions, festivals, stand-up, and other happenings into a single catalog. Time Out Moscow covers events alongside restaurants, entertainment, and city guides. Afisha Daily publishes cultural and lifestyle collections. The issue isn’t that Muscovites have nothing to choose from. The problem is different: there are too many options, but too little time to choose.
A person might start a search with the query «where to go in Moscow today, ” look through several selections, and still close the app because none of the options seem quite right.„WHERE TO GO IN THE EVENING?“ solves precisely this problem.

«WHERE TO GO IN THE EVENING?»Media doesn’t just report on Moscow’s cultural life. Every piece of media content must answer specific questions (how much it costs; who it suits; how long it takes; where it is; how to get there; whether booking is required; if it’s okay to go alone; if the venue is suitable for a date; whether you can stay within a specific budget; what activities can complement the visit).Therefore, the main content can be divided into five categories.1. Budget-Friendly Leisure«10 Ideas Under 500 ₽»«Where to Go Under 1000 ₽»«Evening Under 2000 ₽»2. Situation-Based Leisure«Where to Go on a First Date»«Where to Go with Friends»«What to Do Alone on a Friday Night»«Where to Go After Work When You Lack Energy»3. Interest-Based LeisureMusic, cinema, art, food, board games, city walks, lectures, local events.4. Location-Based Leisure«What to Do Near Kurskaya»«5 Places Around Chistye Prudy»«An Evening in the Khamovniki District»5. Curated ItinerariesThis is one of the project’s key formats:«7:00 PM — Exhibition → 8:30 PM — Dinner → 10:00 PM — Concert. A complete evening for 2000 ₽.»It is this curated itinerary format that allows the project to evolve from a simple event listing to a comprehensive service media platform.

— Young Moscow residents aged 20–35 who spend their free time regularly outside the home, are interested in the city, and seek new leisure options but do not want to spend a lot of time searching for them independently. This audience profile aligns with the general context of Moscow leisure. According to a study conducted by HSE and the Center for Social Problems «Platform» in June 2026 among 3,000 Moscow residents, 90% of residents consider leisure an important part of life, 77% spend time on leisure outside the home several times a month or more often, and 84% have noticed changes in their leisure habits. Furthermore, half of the respondents combine leisure activities both downtown and in their local neighborhoods. Separately, a study by the National Association of Financial Analysts (NAFI), conducted in Moscow in late 2024, noted the high cultural activity of residents aged 18–30; moreover, 53% of Muscovites found theater tickets too expensive, which confirms the importance of leisure accessibility.

1. Date Night (Need to invent an idea for a couple’s outing—find something non-obvious)
2. Friends Gathering (Need to organize a meetup—find an option that suits everyone)
3. Limited Budget (Want to go out without spending a lot; need to find interesting and affordable leisure activities)
4. City Explorer (Tired of the usual spots; need to find something new and unexpected)

Core Problem:«There are too many options in Moscow, but I don’t know which one to choose.»Core Need:«Give me a few suitable options specifically for my situation.»Core Media Value:Saving time on selection and transforming the uncertain «where to go?» into a concrete plan for the evening.

The following model emerges:

Situation

↓

How many people?

↓

What is the budget?

↓

Where is the user located?

↓

What is the mood/goal of the event?

↓

3 suitable options

1. Katya, 24
   Digital Specialist, looking for unique dates under 2,000 ₽
   Quickly find an unconventional option for two2. Ilya, 27
   IT Specialist, often organizes gatherings for 3–5 friends
   Find a place that satisfies everyone3. Masha, 21
   Student, seeking interesting leisure activities under 1,000 ₽
   Spend a good evening without major expenses4. Denis, 31
   Remote Worker, loves new places and local projects
   Discover unconventional spots he hasn’t seen yet

Direct — offer similar editorial content about urban leisure;Indirect — solve the problem of finding entertainment in a different way;Potential — can capture the attention of the same audience, even if they are not originally media focused on leisure.

DIRECT COMPETITORS

INDIRECT COMPETITORS

POTENTIAL COMPETITORS

Competitors' Strengths:
→ Wide selection
→ Relevant event listings
→ Brand recognition
→ Filters and search functionality
→ Curated collectionsTheir Limitations:
→ Too many options
→ Requires manual comparison
→ Few scenarios for «specific situations»
→ Budget is not always clear
→ The platform is not a ready-made evening plan

The project’s main channel is its own website. This is where complete materials and research are housed.

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Telegram (Used as an outreach channel) — brief recommendations; — announcements of new materials; — photographs; — quick selections; — links to research.

VK is used for: — cards; — selections; — adapted materials; — videos.