Social networking website gives newcomers a 'way in' to life in London

On the website, members post ideas for things they want to do. If enough people sign up, it happens. If not, it doesn't. For the frustrated soccer player whose friends don't play, there is a 5-a-side group just starting up. For women who've always fancied tea at the famous Fortnum and Mason store but have no one to go with, a trip is in the offing.

The idea ties into several emerging trends. Hectic lifestyles leave little time for nurturing social lives. A growing number of households are single. Another simple website, Friends Reunited, which tapped into people's need for friendship by offering to put them in touch with old school friends, is a roaring success and was recently sold for more than $200 million.

Then there is the dating game. Online dating services have grown rapidly in Britain in recent years, playing on the growing number of singles with little time for forging long acquaintanceships. One recent survey found that two thirds of young singles have signed up to some form of dating agency.

MyExpandedCircle.com is not a dating service, Branston insists, but it seems likely that it will be used as such.

"I'm pretty sure it will be used as a dating thing," says Jonathan Jones. "If you are single and you are looking for a date, it's a good place to come. The pressure is off - you can meet who you want and get to know them without that artificial sense of, 'it's-you-and-me-let's-make-it-work.' "

Mr. Jones says that for him the beauty of MyExpandedCircle.com is that it takes him outside of his daily pattern and prods him into unexplored parts of his own city. A recent group walk through parts of east London affected by World War II air raids opened his eyes to history of which he was only dimly aware.

"I go from home to the Tube (subway), from Tube to work, and then two minutes away from my work I can find myself in a fascinating place I've never been to before simply because it's slightly off my daily route," he says.

So far, almost 500 people have signed up to MyExpandedCircle.com, not a huge number in a city of millions, but Branston insists it is still in its early days.

Members will eventually pay a £35 ($60) subscription, but Branston says he is not worried about making money at this stage. He's more interested in spreading the network to other cities in Britain - and possibly even the US.

"When I'm traveling for business, I eat on my own, go to my room on my own, watch television," says Ian Maccadoo, another member. "But if this was up and running in other major towns I would definitely think: 'Let's go and find out what the clubs are up to tonight.' "

Morbish says MyExpandedCircle.com is an idea that deserves to survive, but will need a good dose of "viral marketing," otherwise known as good old-fashioned word of mouth.

"Like all the best ideas that survived the dotcom crash, it's entrepreneurial and imaginative and harnesses all the best things about the Internet," he says. "It deserves to survive. After all, how many people out there this evening were thinking, 'I'd like to go out but I don't have anyone to go with?' "

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