Celeste says Forerunner — a leading consumer VC that "had never really invested in dating" — backed Known because of its "results driven approach" and a flipped business model, not a niche angle. She contrasts Known with "niche dating apps like dating apps for Mormons, dating apps for cat lovers."
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Celeste says she is "really grateful" for her partners at Forerunner, who were "strong early believers." Usually founders pitch VCs "niche dating apps" — she lists "dating apps for Mormons," "dating apps for cat lovers," and "dating apps for every kink imaginable." Known, by contrast, is "not a niche product" and "a completely different business model."
The pitch that landed: with new technology it is "finally possible to create real outcomes for users," and "people want those outcomes and they're willing to pay for them." She frames consumer willingness to pay around things that create "meaningfully enjoyable real life experiences" (someone will "pay $30 to get into a bar"), make life more convenient (pay "an extra $10 to have their Doordash arrive faster"), or "make them feel good about themselves" — and argues today's dating apps do none of those, taking "10 hours a week and still provide you zero result."