As with dating, it’s important for companies to give potential customers an accurate first impression of their MO.

At a Thursday evening event hosted by venture capital firm Accel and Philly Startup Leaders, Bumble’s COO, Sarah Jones Simmer, talked branding and knowing how to solve a problem with your startup.

The social networking app, developed as a dating app garnered at women users, now has features like Bumble BFF and Bumble Bizz. Jones Simmer said that founder Whitney Wolfe Herd was a cofounder at dating app Tinder, but realized there was a lot to be desired for many female users.

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