Lucy and I work on weddings every single day. As founders of a startup that wants to do all the grunt work of wedding planning, this makes sense. After talking to hundreds of couples, we realized with great horror that those that are wedding planning are working on their wedding every single day too. With full time jobs.
The wedding industry just assumes couples will say yes
Hey, I can’t give you the price of the venue over email — can you call me at 3pm?
Hey, could you tell me your budget before I tell you how much these flowers will cost?
Hey, we can’t give you a quote for how much our catering package costs, because it differs for each couple. Will you set up an appointment to discuss more?
These are questions that the wedding industry assumes couples will say yes to. And honestly, the assumption is valid — couples don’t have the expertise or option to say no, because the next wedding vendor will request the same. The industry doesn’t care if both people have a full time job, don’t have time at work to slip away for a vendor phone call, and don’t have an exact itemized list of what flowers or entrees they want. Somehow, in this $70 billion industry where couples spend on average $35,000 on a wedding, they are at the mercy of the wedding vendors who won’t pick up the phone or post prices on their website.
Without information transparency, couples can’t say no
The Internet allows price comparisons between a pillow on Amazon.com and a pillow on Walmart.com. Uber tells me my trip will cost $11.80 so I can decide to ride Lyft to my music class instead. Now: imagine if you had to email Uber for a price before booking your ride. Imagine if you had to call Amazon about their memory foam pillow to ask whether it was in stock. It’s laughable, right?
Yet, lack of information transparency, especially around price and availability, is the single biggest driver of time wasted and stress when wedding planning. No wedding solution today actually solves this because their revenue comes from wedding vendors (sponsored ads and memberships). Wedding vendors get fewer leads when their prices are readily available online. This makes them less happy.
Who’s championing for the couples’ happiness, then?
What happens when couples stop saying yes?
One night, Lucy and I were fuming about the numerous mediocre wedding vendor websites out there, and we had a Eureka moment. What if we systematically retrieved vendor information, and made it transparent? What if couples stopped the hours of research and correspondence they were doing and let us call and email wedding vendors for them? What if we became the buffer between the wedding vendors and the couple, so that couples could STOP reading through 17 page wedding packets for each vendor they talked to, and just…let us screen vendors for them?
What if we did it online, low-touch, and didn’t charge them $10,000 (like a wedding planner) for it?
We grew confident that once couples got a taste of this freedom and control, they’d come to demand it as a baseline, table stakes experience from every wedding company.
We decided to start Honeydew.
Honeydew is the personal assistant and personal champion for your wedding
Imagine a human powered search engine that personalizes exactly to your preferences and constraints and presents you vetted options with decision-critical information. Ok maybe that’s hard to imagine.
Instead, imagine clicking a button and instantaneously feeling confident enough to book a wedding vendor. Imagine your whole wedding planned like this.
Now try us out! We’re live, and we’d love to talk to you!
Michelle is an impatient feminist who’s tired of waiting for someone else to fix painful problems that disproportionately affect women. She is the COO and cofounder of Honeydew.
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