Purpur
About the Company
Purpur is a therapy game app that helps partners and friends discuss difficult topics to strengthen their connections. The company was founded by Elena Zaharova and Anfisa Savchenko, who both have strong backgrounds in marketing. They initially launched printed card games designed to encourage open conversations about intimate topics. These games became a hit, selling over 20,000 copies and establishing Purpur as a brand focused on communication in relationships.
The app was introduced as a digital extension of their card games, providing a platform for users to engage in meaningful conversations. Purpur’s unique approach sets it apart from other products in the sexual wellness space, which often emphasize the technical aspects of intimacy rather than communication. The company’s vision is rooted in the belief that open dialogue is key to a healthy and fulfilling relationship.
With a small but dedicated team of five employees, Purpur has successfully transitioned from a physical product to a digital service. The app has been well-received, and the company is focused on expanding its user base and enhancing the app’s features. Their goal is to become a leading name in relationship wellness, known for their innovative and communication-focused approach.
Idea Behind Company
The idea for Purpur emerged from Elena and Anfisa’s shared experiences while working together in the skincare industry. Both women had strong marketing backgrounds, with Elena serving as the Creative Director and Anfisa as the Digital Brand Director at their previous company. During their time there, they often joked about starting a sexual wellness company, a joke that eventually turned into a serious business venture. Their work in copywriting, where they frequently dealt with sensitive topics, made them realize the importance of communication in relationships.
They noticed that many brands in the sexual wellness industry focused on the technical aspects of intimacy, such as physical techniques and product use. However, Elena and Anfisa believed that the foundation of a healthy sexual relationship was effective communication. They saw an opportunity to create a product that would help people discuss their desires, boundaries, and concerns openly and comfortably, which led to the creation of their card games.
These card games were designed as tools to initiate conversations about sex and relationships, providing a safe and structured way for partners to explore each other’s thoughts and feelings. The success of these games validated their idea and inspired them to take it a step further by developing the Purpur app. Their focus remained on communication, with the app designed to facilitate deeper connections between users through guided conversations.
Creating the Company
Before launching the Purpur app, Elena and Anfisa tested their concept through printed card games. These games, which were based on real people's fantasies and interests, served as conversation starters for intimate topics. They conducted an anonymous survey to gather insights into what people wanted to talk about but found difficult to bring up in conversations. The survey results informed the development of their first game, which quickly became a bestseller, selling over 20,000 copies.
The success of the card games motivated Elena and Anfisa to expand their concept into a digital format. They decided to develop an app that would offer the same benefits as their games but with additional features and a wider reach. To fund the development of the app, they raised $220,000, which allowed them to hire a lead designer and a developer. These hires were crucial in turning their vision into a reality, as the app required a strong focus on user experience and technical functionality.
The development process began in late 2021, and by May 2022, the beta version of the Purpur app was released. The founders worked closely with their team to refine the app’s features and ensure it met their high standards for quality and usability. By August 2022, they had introduced additional product features and were ready to promote the app to a broader audience. Their focus on communication and user engagement has been central to the app’s development and success.
Launching the Business
Launching the Purpur app was a natural progression from the success of their printed card games. Elena and Anfisa had already built a strong customer base who loved the concept of their games and were eager for a digital version. The demand for an online platform was clear, and the founders were motivated to meet this demand by raising funds and assembling a team to develop the app. The process of securing funding was challenging, taking about five months to finalize, but it provided the necessary resources to bring their idea to life.
Once the app was ready, the founders focused on promoting it and acquiring users. They decided to use a subscription-based model, offering different levels of access to content within the app. Users could purchase extra cards for offline play, engage in online discussions with friends, and access expertly curated Discussion Passes on specific topics like family planning or budgeting. These features were designed to provide ongoing value to users and encourage them to continue using the app over time.
To attract their initial users, Purpur was launched on Product Hunt, a platform known for helping new apps gain visibility. This strategy helped them acquire their first 1,000 users and set the stage for further growth. The founders also recognized the importance of organic growth and word of mouth in building their user base. They hired a content and PR team to increase brand awareness and planned additional marketing efforts, including wild posting campaigns in major cities.
Earnings
Since its launch, the Purpur app has started generating consistent revenue, with in-app purchases and subscriptions contributing to the company's earnings. The app currently brings in around $3,000 per month, and the founders are optimistic about future growth. They believe that as the app gains more users and continues to offer valuable content, revenue will increase. The subscription model has proven effective, and they continue to explore ways to enhance the app’s offerings to retain users and attract new ones.
In addition to the app, Purpur’s offline business, centered around their printed card games, remains profitable. The success of these games has provided a stable financial foundation for the company, allowing them to reinvest in the app’s development and marketing. The revenue from the offline business covers the salaries of the team members who focus on this aspect of the company, ensuring that both sides of the business are well-supported.
Looking ahead, the founders are planning to raise a second round of funding to further scale their operations. They aim to expand their market presence, particularly in the US, and are exploring the possibility of setting up a US-based production facility for their printed games. With these plans in place, Elena and Anfisa are confident that Purpur will continue to grow and achieve its long-term goals.
