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This story is part of the Behind the Desk series where CNBC Make It gets personal with successful business executives to find out everything from how they got to where they are to what makes them get out of bed in the morning to their daily routines.

For Dawoon Kang, co-founder of dating app Coffee Meets Bagel, entrepreneurship is in her blood.

Both her parents started their own businesses in Korea, even though that wasn't typical there, Kang tells CNBC Make It.

Kang emigrated from Korea to the U.S. when she was 12 with her twin sister, Arum, and their older sister, Soo. A family friend looked after the girls while their parents stayed in Korea to run their business.

'Being an immigrant had a huge impact on my identity,' Kang says. That and being a woman 'really shaped my world view,' she says.

In the U.S., the sisters overcame challenges together, including acclimating to the U.S. and learning English. It bonded them, and as adults they became business partners.

Arum had the idea to create Coffee Meets Bagel in 2011, and the following year Kang quit her job at JPMorgan to launch the app with Arum and Soo.

'It just felt natural,' Kang says.

Kang originally took on the role of COO, then became CEO in 2016. Today, she is the chief dating officer, focusing on 'the science of dating' to improve the app's user experience and match results.

Here, Kang shares her experience adapting in the U.S., leaving her job at JPMorgan to start Coffee Meets Bagel, her daily routine and more.

On immigrating: 'I was very quiet for a long time'

I was a very vocal, outspoken child when I was in Korea. That was such a big part of who I thought I was, and not being able to [speak English and] do that, it really shook me to the core. Because I was very embarrassed about speaking up and making grammatical mistakes, I was very quiet for a long time.

It took me a very long time to get over that and be able to even think about actually running a company and to articulate my vision to people. It takes a lot of courage.

At the end of the day, I realized it didn't really matter if I was making mistakes. The emotion that I was having, it communicates. If you believe [mistakes matter], then it's going to become an obstacle to whatever you want to do.

On her entrepreneurial parents: 'That was really inspiring'

My dad started his own scrap iron business when he graduated from college. He actually never worked for anyone else in his life. I grew up seeing how much love and passion he was putting into his business and the legacy that he wanted to build. So, that was really inspiring.

My mom also operated a few shops. She had to speak in front of people and be a leader, and that wasn't something that was natural for her. In her generation growing up in Korea, that's just not what women did.

She actually enrolled herself in a Dale Carnegie kind of institution to learn how to speak better. She would practice in front of us. It was so endearing. Even though it was uncomfortable and embarrassing, she was still willing to go through that.

That's what life is all about. You learn, and then it becomes comfortable, and then you try something else. That persistence I learned from her.

On quitting JPMorgan: 'You never know how it's going to play out'

[At JP Morgan], I was enjoying my work. But I knew that at the core, it didn't fulfill some of the needs that I had.

Then my sister [Arum] graduated from Harvard Business School and initiated the idea: 'Hey, we always talked about starting a business. Why don't we actually do it now?'

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I saw Jeff Bezos speaking about how he makes major decisions in his life, and he looks at himself when he's 60 or 70 and asks himself things like, would I regret this decision if I don't take it? I knew immediately, instinctively, that I would [regret it] if I didn't actually take the time to try this. So, when I used that framework, it was a very easy decision.

Everything comes together in the end, even if you didn't really plan for it, which is why I think it's important to just follow your gut. See what kind of things draw you in, because you just never know how it's going to play out.

On diversity: 'That has an impact on how we show up'

When we think of an entrepreneur, we typically think of about Mark Zuckerberg, quintessential classic Silicon Valley. And if you don't fit into that specific role, you could feel like, maybe I'm not cut out for this.

I remember every time I walked into an investor pitch, my investor committee was all white guys, and I'm the only person who is female and Asian. That had an impact on me. Subconsciously and consciously, that has an impact on how we show up. When you walk into the room and you're the only person who looks like that, whatever that is, or you're 'the only,' then immediately, you're going to feel that you're not seen or understood.

To create an inclusive environment is very, very important. As a business person, you're actually servicing all kinds of consumers, and if you don't have those consumers represented in the people who actually work on the products, you just don't have the edge. From a business perspective, it's no brainer. Diversity has to come first.

On parallels between business and dating: 'Why don't we apply quarterly reviews to relationships?'

It's funny, one of the key skills that I learned to be a better leader and manager at work translates to my dating life – 'compassionate communication.' I learned it for work, but I also used it in dating and with my current partner.

A lot of business practices, Iike quarterly reviews — why don't we apply this to relationships, like relationship reviews? It's an opportunity to step back and think about areas that are working and not working well in your relationship, because you could always be doing better.

On her daily routine: 'I get so sucked into work'

Sleeping has a critical impact on my mental health. Without it, I just can't function. That's actually why I also cut out alcohol, because I realized that when I drink, I don't sleep well.

I go to sleep at 9 p.m. these days. I don't have an alarm clock, so I wake up whenever, usually between 5 a.m. and 6 a.m.

Once my day starts, I get so sucked into work. So meditation, exercise, affirmation and writing [in a journal], I always do each day in the morning. My routine is based on 'The Morning Miracle: The Not-So-Obvious Secret Guaranteed to Transform Your Life Before 8 a.m.' by Hal Elrod.

I [also] reflect and I share what I am grateful for each day with my sister, Arum, because we are able to uplift each other. It is such a simple thing, but it's so powerful. It's not a magic pill, but once you [express gratitude] consistently, you're going to see it has an impact.

So much of your life experience and the choices that you make is based on your beliefs and how you see the world. And your view depends on your mental state. So, I'm a big believer of getting into the habit of keeping your mental state happy.

This interview has been edited for length and clarity.

Don't miss more Behind the Desk:

What Is Coffee Meets Bagel? Is CMB A Good Dating App? How Does Coffee Meets Bagel Work? Is It Free? CMB Prompts & CMB Dating App Review.

Coffee Meets Bagel has been around since 2012 and famously appeared on Shark Tank where it declined an offer to be bought out by Mark Cuban for $30 million (latest valuation is $150 million). It’s been widely marketed as a relationship focused app with an emphasis on quality over quantity. It’s popular among early 20s to mid 30s.

Despite the odd naming, CMB has done well for itself and the latest series B funding has allowed it build out the product, grow the customer base and make a name for itself in the crowded dating app market. It’s gained a solid reputation among its users and it’s one of the top apps I recommend to clients in addition to Hinge and Bumble.

Coffee Meets Bagel Review: Is Coffee Meets Bagel A Good Dating Site?

It’s one of the top apps I recommend to clients alongside of Hinge, Bumble and to lesser extents the League, Match and OkCupid. It really depends on your age, location, orientation, height, lifestyle etc.

Is Coffee Meets Bagel A Hookup App?

No, it’s for relationship focused individuals but with that said, there are people on the app that will hookup with you asap and forget about you shortly thereafter if you let them. Like all dating apps, it requires good judgment, patience and ability to screen profiles and read people.

With that said, there are a few things I often hear from clients when using the apps.

How Does Coffee Meets Bagel Work?

Every day at noon, the algorithm picks a limited number of potential matches for you. Once you and your bagel have liked each other, you can start a chat by using personalized icebreakers.

Is CoffeeMeetsBagel free? Do You Have To Pay For Coffee Meets Bagel?

The basic functions of the app are free but it costs extra beans (in app currency) to get more profiles visible to you each day so that you can message them. There are ways to get some free beans by performing certain activities but those are limited.

How Much Does Coffee Meets Bagel Premium Cost Per Month?

Depending on the subscription term, the cost for CMB Premium ranges from $20 per month (6-month term) to $35 per month (monthly subscription). Subscribers get 6,000 beans with their subscription.

Update: There is a promotional sale, discount starting 10/23/2020 for Halloween on 3 month subscriptions.

Coffee Meets Bagel Beans: In App Currency

Coffee Meets Bagel operates on a bean currency kind of like Monopoly money. This approach has a gaming element to it which may cater to the young demographics of the app. While the basic service is free, it costs beans for certain premium features like read receipts, extra bagels and more.

Unlike other apps, the free part of the app is rather limited and paid services are recommended to have a fighting chance on the app whereas Hinge, Bumble, The League are apps where you can do well on without paying for anything.

CMB offers free beans if you do certain activities in the app if you refer people, follow them on social media and provide feedback on matches. I think these are great but the underlying recurring focus on using the bean, bagel and coffee lingo is a bit odd. Beans are needed to like extra profiles than allotment provided.

CMB Lingo: Discovery vs. Suggested Tabs

The terminology is a bit nauseating. CMB refers to people in the Discover tab as “the schmear on top.” There is no explanation given and a bit confusing other than beyond those in your suggested queue. According to Coffee Meets Bagel, they might be those outside of your preferences but still good possible matches.

A bagel is a potential match. Suggested are profiles the app deems are the most compatible to you and are served at noon (well after most people consume bagels in real life). Liking bagels in the suggested tab is free, no cost to you.

How To Use Message With A Like Feature On Coffee Meets Bagel

If a bagel has not yet liked you, you might see a speech bubble next to the like. When the person sees you in discover or suggested, they will see your message. Messages with likes get more replies!

Activity Reports and Read Receipts, CMB Premium

The premium version of Coffee Meets Bagel offers additional perks including activity reports that note how many times someone initiates a first message, read receipts so you can see who reads your messages. These features nudge users to rely on apps to help make decisions and further distances users from analyzing queues, asking questions, taking risks and putting oneself out there – the pillars of dating that have worked for ages.

Another feature of the premium account is ‘Unlimited Woo’. This allows you to send flowers and expedite when someone you like can see your profile. Sometimes there is a delay in the process. There is also an opportunity to receive an additional 15% beans in the bean shop on purchases.

The most valuable part of the subscription is daily free takes on discover (up to 8 per day). In contrast, users can expect up to 21 profiles in the suggested tab. This can change (lower) depending on your location, demographics, and filters/preferences.

Communication skills and reading people are life-long skills, offline and online and dating apps that suggest you trust them to make these decisions is unsettling. There is no need to know if someone read your message. If someone is interested they will reply, promptly.

There is no need to know what percentage of the time someone messages first (it could be they are proactive and send a high number of messages or it can mean they are super popular and receive tons of messages first). There is no context provided with this metric.

Coffee Meets Bagel Bios, Answers to Prompts – I Am, I Like, I Appreciate When My Date

Prompts for bios can be great, they can inspire creativity, quirkiness and random anecdotes. They also can encourage people to be brief or unoriginal. If you Google CMB prompts you will get lists of suggested answers to use. If you are brave, you can really create a stellar bio and answers but if not, you can look like every other profile on the app given the limiting 3 question prompt of I like, I am, I like it when my date.

As for the bios themselves, I have noticed Coffee Meets Bagel profiles are a bit thin especially at the free level (especially compared to Hinge and Bumble). Many people have incomplete bios, vague answers or lack important details that are essential in evaluating a potential date.

I am all for not pouring out your life story and every detail about yourself including job title, company, etc but there is a bare minimum amount of information users need to provide to be thorough and interesting and CMB does not encourage this minimum threshold.

Coffee Meets Bagel claims those accounts with longer bios tend to fare better than others so that is one thing to keep in mind when crafting your bio.

P.S. Saying you will fall for someone if they trip you is a cliche response.

Coffee Meets Bagel Demographics, Average Age, Gender Ratios

CMB is primarily popular in larger cities i.e. SF, LA, NYC, Seattle, Chicago, Boston etc. and tends to feature users in their early 20s to mid 30s. There are certainly users in the late 30s and over but it tends to thin out a bit. The whole notion of nudges, beans, bagels etc. seems a bit young and youthful so it makes sense older folks are not as eager to try the app as let’s say OkCupid, The League, Bumble, Hinge or Match.

Dating App Age Demographics – Bumble, Tinder, Hinge, Coffee Meets Bagel, OkCupid San Francisco Online Dating Photographer

Coffee Meets Bagel, New Prompts (May 18, 2020)

CMB updated both iOS and Android apps but with different new features on each platform. Main updates below.

iOS update 5/18:New Prompts!

Good CMB Prompts

I’m hopelessly bad at:

What terrifies you?

The bravest thing I’ve ever done:

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Who should pay on the first date?

A book everyone should read

Best CMB Prompts

What never fails to make you laugh?

Favorite weird food combo:

The most important traits in a partner…

What makes a relationship special?

My perfect Sunday morning

Something new I want to try:

Bad CMB Prompts

What’s your love language?

What’s one thing you love about your self?

Before we go on a date, you should know…

What would you title this chapter in your life?

You know you’re having a great first date when…

Among my friends, I’m best known for

Usually a set up for biased feedback

Does the one exist?

Android update 5/21:Now, you can send a message with your Like even before connecting.

Coffee Meets Bagel Demographics, Customer Base

The most notable things I have heard from people using Coffee Meets Bagel is the lack of profiles on the app, not enough men or the amount of Asian users on the app. Coffee Meets Bagel has a high level of women on the app compared to Tinder but the limited number of profiles has led some users to rely more on Hinge and Bumble. This chart was from 2014 and although it is dated, it is likely the similar story today.

How To Get More Beans on Coffee Meets Bagel

Filling out your profile, referring friends, sharing on social media and providing feedback on why you passed on bagels can help you get more beans. Occasionally CMB will have offers for free beans if you log into the app or reply to a bagel. Years ago, CMB offered you additional beans for logging in each day for up to the first 7 days of creating a profile.

Accidental Unmatching on Coffee Meets Bagel

If you managed to unmatch a bagel there is a small chance you can match again. Contact customer service for assistance.

Coffee Meets Bagel is a great app and the relationship focus mantra is great for those that prioritize something meaningful in their lives but please note the traction is not as high as other app alternative and the Discover vs Suggested, bean currencies and limited information on profiles might be too much for you to put up with.

Coffee Meets Bagel suggests treating your entire profile like an icebreaker. Make sure you fill your profile thoroughly and thoughtfully to make it easier for matches to initiate conversations and reply to messages.

What is Coffee Meets Bagel Re-Match? How Does CMB Rematch Work?

Once a chat goes inactive, it becomes archived. You can click on the expired chat to renew it for 30 days (for a cost of beans). If there are any issues, contact customer support.

Pro-tip: If you accidentally unmatched with a bagel under chat, CMB can usually manually undo this action. Contact the support team at contact@coffeemeetsbagel.com.

Skip The Line, Send Flowers, CMB Flowers

CMB has a feature where users can ‘skip the line’ by buying flowers to move more quickly through lengthy queues of users they have liked. Coffee Meets Bagel claims users can be seen up to 3x faster with this feature but just because you might be seen faster doesn’t mean it will improve your profile. My advice, work on yourself, photos, prompts, interests, career, wardrobe, style passions etc to be seen in the best light.

Is Coffee Meets Bagel (CMB) Premium Worth It?

Yes but only if you have realistic expectations. This app can be buggy and the free part is rather limited. Like match.com you can’t really do much unless you pay for it.

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What Is The Likes You Tab?

The Coffee Meets Bagel ‘Likes You’ tab is a subscriber benefit that allows users to see who has already liked them.

Coffee Meets Bagel Date Nudge Feature

This is a feature in which CMB sends out a suggestion to one user to seek out if he/she would be interested in going on a date with the other person. Open To A Date provides options for Coffee, Dinner, Video Chat, Nature Walk, Biking, Picnic, Game Night or Phone Call.

Are There Fake Profiles On Coffee Meets Bagel?

There are fewer fake profiles than Tinder, OkCupid, POF etc. but there are a good amount of profiles that are incomplete, old etc. Couple this with fewer profiles than Hinge or Bumble and it may be inefficient to navigate and and engage with others.

How To Delete Coffee Meets Bagel Account

Further Reading, Coffee Meets Bagel vs. Hinge

The dating app that Coffee Meets Bagel gets compared to most often is Hinge. Hinge is a good app and has a larger user base, more diversity and less confusion around currency, beans, etc. Check it out here: https://eddie-hernandez.com/hinge-dating-app-review/

CMB Reddit

Coffee Meets Bagel Reddit is useful for monitoring updates, releases, promotions and more.

Which Dating Site Has The Highest Success Rate?

There is no right answer. The best dating app depends on your age, location, gender, orientation, height, lifestyle, education etc. as well as your ability to screen profiles, be patient, ask questions and read people. Dating apps are merely introduction apps, they are not ordering apps.

Which Is Better Bumble Or Coffee Meets Bagel?

That really depends on your age, location, height, race, and lifestyle. I recommend Bumble in some situations while other folks I recommend CMB more often. There is not one best app for all cases.

2020 Update – Glitches, Bugs, Down Time etc. Coffee Meets Bagel Buggy App

There have been many glitches on CMB lately and it coincides with several key departures on the technical and product teams. Hopefully this will be ironed out in Q4 2020 but will keep everyone posted.

-chief product officer of 4+ years left in November 2019

-product manager left in 2019

-product designer left in 2019

-android engineer left in 2019

-senior machine learning engineer left in 2019

-engineering manager left in 2019

-technical advisor left after 6 years in 2018

—

About Eddie Hernandez

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Eddie Hernandez is a professional photographer specializing in natural, candid online dating photos. Featured in the SFGate, ABC7News, East Bay Express, Salon; contributor to Good Men Project, Plenty Of Fish and Meddle. In addition to photos, he provides guidance around app choice, bio optimization, messaging techniques, wardrobe advice and date ideas. https://eddie-hernandez.com/contact/

Dating Profile Critique

For those of you who are remote or virtual dating help and are looking for anonline dating profile critiqueyou can read more about my services here.

For other helpful online dating tipscheck out my blog for more helpful advice: https://eddie-hernandez.com/blog/

Online Dating Frequently Asked Questions(Photos, App Choice, Wardrobe, Messaging, Bios and More): https://eddie-hernandez.com/online-dating-frequently-asked-questions/

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