{"id":14298,"date":"2017-11-06T10:12:17","date_gmt":"2017-11-06T10:12:17","guid":{"rendered":"http:\/\/www.bnreport.com\/app-land-heavyweight-michelle-kennedy-is-connecting-lonely-young-mums\/"},"modified":"2017-11-06T10:12:17","modified_gmt":"2017-11-06T10:12:17","slug":"app-land-heavyweight-michelle-kennedy-is-connecting-lonely-young-mums","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/app-land-heavyweight-michelle-kennedy-is-connecting-lonely-young-mums\/","title":{"rendered":"App-land heavyweight Michelle Kennedy is connecting lonely young mums"},"content":{"rendered":"

When you\u2019re the deputy chief executive of a thriving dating network, and were instrumental in the launch of another, upon giving birth to your first child, one might think that starting a new firm would be the last thing on your mind.<\/p>\n

Not for Michelle Kennedy. Previously of Badoo, and an integral player at Bumble\u2019s launch, this app-land heavyweight is now the boss of Peanut, a Tinder<\/a> style app for new mothers looking to meet up with like-minded women in the same situation.<\/p>\n

An entrepreneur at heart, when Kennedy found her expectations of motherhood to be quite disparate to the reality, a lightbulb flicked, and a tech solution to what she describes as \u201cpain points\u201d was born.<\/p>\n

\u201cI had the idea years before I did it, and did nothing with it, which is standard when you have a baby and life takes over,\u201d she says. \u201cPeanut was just this idea and this dream that I had that didn\u2019t really progress. I went back to work relatively quickly, and it got to the point where I was still thinking about it. The problem that I\u2019d had was still there \u2013 it had just morphed into a slightly different issue.\u201d<\/p>\n

The problem at the heart of Peanut is one of unexpected loneliness in motherhood. Kennedy says that going from being surrounded by friends and colleagues one minute, to being at \u201chome alone at 2 o\u2019clock on a Wednesday with a little person who isn\u2019t giving much\u201d is something that is endemic among young mothers \u2013 and particularly so in metropolitan cities.<\/p>\n

\u201cWe don\u2019t necessarily live where we grew up anymore. We move for work, we move for lifestyle, and you don\u2019t have that support network. Even if you\u2019re lucky and one of your girlfriends did have a child at the same time as you \u2013 they don\u2019t live next door to you, or two streets down, they live an hour away on the other side of London. There\u2019s no community feel anymore.\u201d<\/p>\n

Having launched in London and New York in February, the platform has \u201ctaken on a life of its own\u201d, attracting over 150,000 people across the globe, and growing.<\/p>\n

Swipe left<\/h2>\n

On the morning we meet, a report from the universities of Essex and Vienna found that dating apps like Tinder improve social cohesion \u2013 people are increasingly dating and marrying outside of their own race, class, and background due to these apps massively increasing the cultural pool. Kennedy says the same applies to young mothers.<\/p>\n

\u201cI think ultimately, the thing that struck me as most obvious was that you don\u2019t just make friends with someone because they\u2019ve also got brown hair, or because they also do the same job as you. That\u2019s not how you connect with people \u2013 you connect because they share your mindset or your values or they make you laugh. And so you have a baby, and it\u2019s this expectation that you\u2019ll get on because you\u2019re both mums. It\u2019s the weirdest logic.\u201d<\/p>\n

While there are countless apps for babies, the offering for mothers is scant. For a generation used to Deliveroo and Facebook<\/a>, being expected to use decades-old mothering forums feels like an affront. \u201cSites like Mumsnet are an institution,\u201d says Kennedy. \u201cThey gave women a voice, enabled us to talk, and to seek suport.\u201d<\/p>\n

(Source: Peanut)<\/p>\n

She sees Peanut as natural evolution for the Tinder Generation \u2013 those mobile-first 24-35 year old\u2019s who may have met their partner on a dating app.<\/p>\n

\u201cWhat we do also see that\u2019s interesting to me is an older demographic,\u201d she adds. \u201cMaybe their children have got their own lives now or are doing their own thing \u2013 the kids are perhaps 11 plus and they want to find their network, their support. For me, this was really about building a community of women, and I think having those more experienced women is so valuable to our network.\u201d<\/p>\n

Ad-venture<\/h2>\n

Having been instrumental in creating Bumble, the female-first dating app, Kennedy says she understands the \u201cpower of the female market\u201d. Women drive 85 per cent of sales in the consumer market, something she says cannot be ignored.<\/p>\n

\u201cWe are such a powerful market \u2013 we have voice and it\u2019s becoming more prominent. I just wanted to build a product that reflected that community feel, and enabled women in that way. So yes, putting women first is something that I\u2019ve always cared about and will continue to.\u201d<\/p>\n

It was reported earlier this year that venture capital\u2019s funding gender gap is actually getting worse \u2013 on average just 17 per cent of startups have a woman at the helm.<\/p>\n

It\u2019s a systemic problem that shows no sign of abating. Kennedy says that while she was lucky to have \u201cstellar\u201d VCs who believed in the product, woman shouldn\u2019t be disheartened from approaching funding.<\/p>\n

\u201cI think that more women should be funded, yes. Not for funding women for woman\u2019s sake, but funding for those who have brilliant ideas. We already know that women-led businesses outperform \u2013 the stats are already there \u2013 it\u2019s about bringing that to the forefront. I think the most important thing is to celebrate the women who have got the funding and who are inspiring and give courage and confidence.\u201d<\/p>\n

Let's block ads!<\/a><\/strong> (Why?)<\/a><\/p>\n

Original Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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