Boyfriend

Problem: Gay men are underserved when it comes to finding long-term relationships given the rampancy of hook-up culture.

Solution: A dating service designed for gay men seeking a serious relationship, counterpositioned to hook-up apps like Grindr.

Go-to-Market

• I'm building an initial waitlist through provocative posters in gay bars.
• Deliberately divisive positioning is designed to get attention and filter out misaligned users while resonating strongly with the target audience.
• The use of paintings by Henry Scott Tuke is intended to set deliberately romantic and sophisticated tone.

Status

• Pre-launch, currently building the email waitlist through poster distribution in London