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Startup Product Marketing: What is the right breakthrough point to promote our social App outside China?

• Our product, , is a very simple mobile app. It's created to help people meet and make friends with people nearby. After 1 year and 4 months, we got 20 million users all over the world. Of course, most of them are living in China. A few months ago, we released the English version. But till now, we haven't found a right way to promote our product outside China. I think it's kind of cultural issues. 1. We never positioned our product as a dating app in China. That's why we don't have flirty features. The app can be widely used. People can use it only to chat with hot girls nearby or just borrow a small nail from unknown people nearby. The way to use is open. Ironically, just because it's not such a direct dating app, most of Chinese users use it as a dating app...Yes, they like implicit communication...In other words, Chinese users know what they can do with , though use it in a certain way that we had never thought. 2. Do users outside China like implicit communication, too? I'm not sure. Personally, I don't think most of people outside China like communicating in an implicit way. If so, what can they do with our app? I mean, our app can be widely used, which means you can consider it as a dating app but also an app that can do online&offline activities (Meet a new friend on and then hang out together). If an app can do everything, it can do nothing. Users don't want to think what they can do with the app. That's why I'm trying to find out a right breakthrough point to tell our oversea users what Momo can do for them. However, we don't want to be considered as a pure dating app. As I mentioned above, even doesn't have any flirty feature. Besides, there are too many location-based dating app. So how should we position our app? Any idea? Thanks!

• Answer:

  Honestly, it sounds like a great app. It seems like since your user base in China uses it as a dating app, and I suspect it would be the exact same everywhere else. So you should strengthen your features to better serve and tailor your app to how your users use the App, which I am sure you do, just make sure you know what's culturally ok as flirting in one market is the same in the other markets you are targeting. I'd say strengthen the features that users use and localize it, but keep it casual so that people won't feel ashamed of downloading a dating app. Also I'd assume in the US market your app would be mostly used by 26 - 40 year olds, so market towards them.