Audrey Melnik founded WotWentWrong.com, a San Francisco-based social media platform where anonymous users can crowdsource relationship advice from strangers or find out why their ex just wasn’t that into them.

After what Melnik thought was a great first date, her potential suitor vanished. She wondered why, but didn’t want to stalk him; besides, she says, “you’re not necessarily going to get the feedback you want by contacting that person directly.” A former IT consultant, Melnik decided to apply online technology to this universal dating dilemma.

Melnik began working on WotWentWrong in July 2011, contracting web developers as needed and bootstrapping the project with her savings. The site launched in January 2012, billed as a service for daters who’ve been “passively dumped.”

Registered users can choose from customizable templates that WotWentWrong will e-mail or text to their ex.

The exes, who don’t have to register to reply, can craft a response from prefab explanations (e.g., “Something’s missing,” “We’re a mismatch”) or list reasons of their own. For added incentive, WotWentWrong suggests that the person requesting the feedback privately rate the ex’s conversation skills, fashion sense and bedroom talents; curious exes who have completed the initial feedback request can then see how they measured up.

As Melnik quickly discovered, unless users had multiple exes, there was no reason for them to return to the site. “It was too transactional,” she says. To fill this gap, WotWentWrong rolled out several social media features last October. Users can blog anonymously about dating predicaments, war stories and even the occasional happy ending. Through tools such as public polls and comments, they can also crowdsource relationship advice. “I’m single myself, and I have situations where I think, I’m not really sure what to do here,” says Melnik, explaining the value of seeking objective counsel.

Read more: http://www.entrepreneur.com/article/226129