"I wanted the site to be cool, hip, colorful and fun," she says.
"Jews who are already involved in Judaism will go anywhere on the Internet to get the information they need, but you have to make a special effort to appeal to young people and nonaffiliated Jews."Online personals also appeal because of their low cost.
Rozner, 31, took ,000 from her savings and persuaded three former business associates to pony up ,000 more for a percentage of the company.
The investment has paid off: Rozner expects sales to exceed million this year."Singles are always looking for new ways to meet," says Rozner. It gives the most comprehensive forum for interacting, screening and meeting.
"There are people who will pay significant sums in order to augment their social lives."Prices also serve a gatekeeping function.
"Once we got our prices up over the 0 mark, we started to attract a good, steady, consistent type of person," said Mc Aden.
A lunch powwow turned into a partnership, and by 1997, Mc Aden had matched de Lasa's initial investment and the twosome headed a revamped activities service dubbed Social Circles.
The service, which organizes outings such as rock climbing and swing dancing for singles, sends its members a monthly calendar detailing upcoming events.
"Overhead is too high [and] consumer price resistance too great."What is hot?Matchmaking enterprises don't offer guarantees--just chances to meet Mr. "They go to dating services because they don't have access to the type of single people they hope to meet and date in their day-to-day lives.