How About We

When Aaron Schildkrout cofounded HowAboutWe.com, he had a vision for online dating, one that didn't rely on complex mathematical calculations to determine whether two people are compatible. He pictured a site where real-life dates were the focus, so users got straight to what really matters: meeting face-to-face.

"We branded ourselves as the offline dating site, as explicitly an alternative to these profile-heavy matching algorithm dating sites," he told The Washington Post. "It's about getting offline, going to the real world and getting chemistry."

It appears to be a smart approach at first glance, but since its founding in 2009, HowAboutWe has evolved to depend more on formulas, not less. As more and more users joined the site, the challenge was no longer to show them as many potential dates as possible, but to show them the right dates. In order to create an experience worth coming back for, HowAboutWe needed to get smarter.

HowAboutWe's two-person data science team created an algorithm that combines a user's profile information (like date ideas and demographics) with data gathered from that person's behavior on the site (e.g. what kind of profiles they looked at and how often).

In contrast to HowAboutWe's focus on casual dating, eHarmony believes its users are looking for long term relationships and its algorithm reflects that. eHarmony members are required to fill out a personality questionnaire with hundreds of parts developed from research of around 50,000 happily married couples. To determine compatibility, historical data is paired with analysis of users' behavior on the site and the constraints, like target age range, people place on their matches.

As expected, predicting love is no easy feat. Match.com president Amarnath Thombre says that what users claim they're looking for is often not the kind of profiles they actually view. How did Match cope with the mixed signals? "We said, 'We're going to base these things way more on actions you take. . . . If you start breaking your rules, we're going to start ignoring your rules,' " Thombre explained.

On AshleyMadison.com, the popular matchmaking site for affair-seekers, matching is driven almost entirely by an algorithm. "At least when it comes to the topic of infidelity, traditional research avenues have been kind of absent," said founder Noel Biderman. "There aren't a lot of universities out there that can give you wholesale data on how unfaithful this population or society is or what triggers this."

Can a mathematical formula ever fully replace the magic of serendipity? It seems unlikely, but if the two can work together, we stand a better chance of finding love than ever before.

For more about Aaron Schildkrout dating site you can read our review on How About We.

A few years ago, Match.com became a household name when it comes to online dating. Now that mobile apps like Tinder have gained popularity and people are looking to newer and niche online dating sites like JDate or How About We, people are starting to see what else is out there.

In fact, social media, and Facebook in particular, are becoming players in the game. While traditional sites rely on new sign-ups and static searches, social media-friendly dating sites and apps pull information from a vast pool of active Facebook profiles and introduce you to friends of friends in your network. This has become a big draw for people, because most singles feel more comfortable meeting someone new if they have a friend in common. This is especially true for women, who are sometimes skeptical of the safety of online dating.

According to an article in Wall Street Cheat Sheet, entrepreneurs are just beginning to understand the importance of utilizing social media in industries like online dating, which could mean big revenues in the future. LinkedIn has gained traction in the social media space because the platform focuses solely on job seekers and networkers looking for career opportunities. There is a sense of trust when someone comes recommended for a job by a mutual friend or co-worker, so companies are looking to the service to attract new employees. So why not apply the same principal to those looking for a date?

Lately, a dear friend of mine won't shut up about HowAboutWe. Every time the subject of online dating comes up, she has to - at least once - talk about how much she's over OkCupid and how much she loves HowAboutWe. And it looks like she's not the only one who thinks the future of online dating is the activity-based dating site - HowAboutWe has just raised $4.2 million in the name of helping singles find their mates.

HowAboutWe is a modern approach to online dating that hopes to appeal to the unique needs of a new generation of daters. Instead of relying on a matching system based around online interactions, HowAboutWe seeks to connect users offline over shared interests and activities. Members post specific date ideas to the site - beginning with "How about we..." - and await responses from other members interested in having the same experience.

The point is to make it easier to meet new people in real life, where the magic actually happens. The deepest connections happen after you've met face-to-face, so why waste time sending messages back and forth when you could jump straight to the good part?

HowAboutWe is also revolutionizing the online dating industry by creating a service that caters to couples. Members who are paired up but still looking for fun activities to keep the love alive get access to a wide range of experiences offered at discount prices. The site's free concierge service can even help members see sold out shows, go on free dates, and plan special occasions.

"Almost all existing online dating sites are oriented towards keeping people online - messaging endlessly and browsing infinite lists of repetition profiles," founders Aaron Schildkrout and Brian Schechter told VentureBeat. "Online dating as a business has a terrible churn problem because these companies lose their most successful customers. We've become the first dating site to provide a meaningful, on-brand service for our happiest members. In doing so, we became the first dating site that doesn't want our users to fail."

That's a nice warm fuzzy thought, isn't it? Sorta?

Now that HowAboutWe has massively expanded its potential user base, it's ready to put those millions of dollars in funding to good use. With the new financing, VentureBeat reports that HowAboutWe plans to scale by adding new products and services, and expanding into new markets. With a total capital raised of $22 million, it sounds like HowAboutWe users have a lot to look forward to.

Every day online dating sites get just a little bit smarter. With every piece of info typed into a profile or search bar, dating platforms collect a new piece of data about how singles look for a partner and what they want in their relationships.

It gets more sophisticated all the time (facial recognition software, anyone?), which has to make you at least wonder if one day the Internet will be better at finding love for us than we are at finding it for ourselves. There's the plot to a Hollywood thriller in there somewhere...

But I digress. To discover how some of the biggest dating sites in the world are matching members, Mashable spoke with the talented men and women behind some of the most high-tech algorithms out there. If you've ever wondered how your personal data is used to find the love of your life, wonder no more.

MATCH

As the largest dating site in the world, Match.com has unprecedented access to dating data. Members fill out anywhere from 15 to 100 questions, as well as free-response essays, and are assigned points based on each parameter in the system. Those with similar point scores have a higher chance of being compatible.

Match also looks into what members say they want in a partner vs. who they actually pursue on the site. By carefully observing members' behavior, Match gets a more accurate picture of what they're really looking for. Match constantly updates and refines its algorithm to make it as effective as possible.

HowAboutWe

HowAboutWe takes a different approach to online dating by encouraging members to get offline and on actual dates.

"Our deepest insight is that it's difficult to predict chemistry online," said Aaron Schildkrout, HowAboutWe co-founder and co-CEO. "That's why our ultimate focus is on actual dates. Get offline - that's where the chemistry happens."

Like Match, HowAboutWe relies on analyzing user behavior to make recommendations. Self-reported data, like political affiliation, is much less important on the site.

COFFEE MEETS BAGEL

Coffee Meets Bagel is at the forefront of the social dating revolution. CMB matches users through a mix of behavior on the site and personal info culled from Facebook.

"People talk a lot about big data these days, but the biggest area of opportunity is incorporating social elements into that through user inputs such as friend recommendations," said Coffee Meets Bagel CEO Arum Kang.

"Ultimately," she added, "we believe, like Facebook does, that our members do a better job than algorithms at regulating human interactions."

How About We may be the first online dating site that offers a service especially for couples. Their latest venture, How About We For Couples, aims to plan, book, and arrange dates for people who are looking to spice up their relationships. They launched in New York and San Francisco and are planning other cities in the near future. So far, they have 130,000 couples signed up.

The founders noticed a trend among couples of relying on Netflix and take-out meals for entertainment, losing the magic that comes with the headiness and excitement of a new relationship. So instead of sitting on the couch, How About We for Couples provides ideas to get you both inspired and to cultivate relationships instead of letting them go stale.

How About We have been innovators from the beginning. When its founders Brian Schechter and Aaron Schildkrout first started researching the online dating industry, they noticed a fundamental problem: online dating sites don't push people to meet offline and build relationships from there. In fact, the industry's success depends on members sitting in front of their laptops scrolling through endless profiles rather than forming real life relationships.

With this in mind, the founders created an innovative new way to date online - by taking it offline quickly. Members post and view first date ideas, rather than scrolling through dating profiles. An example might be, "How about we...go for a picnic in the park, followed by live music at North Bar?" If someone found that idea enticing, they'd connect with each other and set something up. The focus is not on the dating profiles, but on the real-life meeting.

The problem? It became too successful. Many users of How About We started to couple up, and the company started to lose members. But instead of messing with its success, the founders extended the basic premise of great date ideas to those who are already in relationships.

The How About We editorial team comes up with the date plan, which centers on fun new places to go and creating opportunities for the couples to really connect. If you want to upgrade, you can purchase their concierge service to have How About We plan your date down to the smallest detail, like delivering flowers or hiring car service for the night.

"We're curating the dates for our couple members. The concept is still the same, but we've become the experts," Schildkrout told news magazine Business Insider. "This really filled out the whole vision of the company, which isn't only about helping people fall in love, but also about helping people stay in love."

Looking for some new ideas to plan a date? Summer is here, which means there are a ton of activities going on in your neighborhood that you may or may not know about. If you don't know where to find them, then you should be making use of some cool apps out there that can help hook you up. So to speak.

Regardless of whether you're online dating or you already have a significant other, it can be stressful to plan dates. If you try something you've never done before, you never know what to expect. But that's part of the fun, right?

If you're sick of the same old same old but need a little inspiration, or if you want a choice of what to do (even at the last minute), there are apps available to help you out. Every city offers events or places that you might not know about. Check out some of the apps we found, and what they offer:

How About We. This app is available for both singles and couples. If you're a couple, How About We suggests date ideas (like an evening cruise, live concert, or good place for brunches with outdoor patios), and allows you to book in advance through their site. When you become a member, they also offer deals and freebies for future dates.

Sosh. If you live in the San Francisco or New York areas, you might want to check out this app for something non-traditional. Sosh's main focus is to find events or places that are cool and unique. In fact, if a particular event gets bookmarked by too many people, they stop promoting it to users. With over 500 activities, places, venues, and other out-of-the-way interests discovered each weekend, Sosh is a good place to look to try something off the beaten path. Its website claims the app is coming soon to L.A., Chicago, Boston and Seattle.

Goby. Looking for a real adventure? If you have some time set aside for your date, this app is a good resource to help you plan everything from vacations to small excursions to nearby places. Depending on the type of adventure you want to have (hiking a mountain vs. a gallery opening), you can find it. Goby provides a description of the event, where it is, and how close it is to you.

Happy dating!