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Who We Are
The Story
The Team
Business Overview
Executive Summary
Vision & Mission
Values
Aims / Problems to Solve
Target Audience
Platforms
Visual Identity and Assets
Colours
Typography
Logos
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<img src="/icons/news_orange.svg" alt="/icons/news_orange.svg" width="40px" />
The Story
The name Tova comes from the Russian word “Tovarish” meaning companion, camaraderie and bond. In ancient Hebrew, Tova actually means all things good. Although Tova has no Russian or Jewish ties, we thought the name evoked connotations of warmth and was just memorable at the end of the day. This warmth is also reflected in our colour palate and primary colour: orange.
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<img src="/icons/groups_orange.svg" alt="/icons/groups_orange.svg" width="40px" />
The Team
Pranay Periwal:
Co-founder, CEO
Athena Au:
Co-founder, COO
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<img src="/icons/map_orange.svg" alt="/icons/map_orange.svg" width="40px" />
Business Overview
Executive Summary
Vision & Mission Statement
Values
Aims (Problem(s) to Solve)
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<img src="/icons/user-circle_orange.svg" alt="/icons/user-circle_orange.svg" width="40px" />
Target Audience
Current Market:
- Primary Focus: Gen Z (ages 22–26) seeking in-person connections post-university, as digital platforms fail to meet their needs for authenticity and safety.
- Key Motivations: Building friendships, exploring new experiences, and forming organic social networks outside of apps.
- Trends: High dissatisfaction with dating apps (65% deleted in the first month) and growing preference for real-life social communities (e.g., rise of run clubs).
- Geography: Currently targeting urban, tech-savvy markets like Hong Kong with high Gen Z populations.
Future Markets:
- Late 20s to Early 30s:
- Individuals seeking partners in organic, pressure-free environments or expanding social circles after initial career stages.
- Couples looking to meet other couples
- 40+ Demographic: Those re-entering social spaces post-life transitions, such as divorce, looking for new community-driven networks.
- Global Expansion: Cities like Singapore, London, and Sydney with diverse populations and existing demand for structured social opportunities.
- Market Growth: $12B experience economy and $8B socializing/dating market driven by increasing digital fatigue and remote work.
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<img src="/icons/verified_orange.svg" alt="/icons/verified_orange.svg" width="40px" />
Platforms
:tova-primary-logomark: Website
https://tova.social/
:instagram: Instagram
https://www.instagram.com/tova.social/
:youtube-logo: Youtube
https://www.youtube.com/@Tova-Social
:logo-linkedin-icon-4096-3218111889: LinkedIn
https://www.linkedin.com/company/tova-social/
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