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Furmansky hands out personal invites sealed with a wax stamp to educated singles he approves of.
The company even teaches its male users about courtship, manners and how to be classy.
"The problem is the current mass market [for dating sites] is amplifying the bar scene," Furmansky said.
"I believe there has to be a better approach to dating where the guy with the wine and flowers wins." In the focus groups, women said they wanted ambitious guys who graduated from prestigious schools.
Men wanted women to be educated, but didn't care much about where women attended school.
Sparkology created its rules for the site based on this information.
Many of the men already on the site studied law, medicine or business.
The business model might seem discriminatory, but Alex Furmansky, the founder of the site, stands behind his site that he says is successfully making matches.
Guys pay for a spark, which is one message to a girl he is interested in.
It might hurt our growth in the early days, but maintaining a brand of trust will be worth it." Sparkology launched in October 2011 aiming to bring courtship to online dating.
Sparkology prides itself on being classy and sophisticated.
Girls pay per month to use Sparkology and can send messages without paying any extra fees.
"This pricing model works because women know guys can't send spam," Furmansky said.
He was inspired to start the website back in college, when he noticed the loudest most obnoxious guy at the bar always attracted the most attention and got all of the girls.