PrideDirect is building the UK’s most comprehensive internet-based business directory for the gay and lesbian community with up to date listings allowing you to easily find a gay or gay-friendly business or organization in any local area.

We spoke to PrideDirect’s lovely RJ Matthias to find out more about this great new service.

Let’s start with the basics, what exactly is PrideDirect?
PrideDirect is an alternative lifestyle guide, providing members of the gay, lesbian, bisexual and transgender communities with one of the UK’s most comprehensive internet-based directories of gay run and gay friendly businesses.

What was it that made you set up the company?
Well, I’d been complaining for the last couple of years that the mainstream online business directories just don’t really provide a good consumer experience – they’re either slow, have annoying pop ups or are just plain out of date.

Even if I did manage to find a hotel for a romantic weekend break, as a gay man I could never be sure of what reception my boyfriend and I would get when we got there. And let’s face it, a bad reception does tend to ruin the romantic mood!

So, we decided to develop one that did tick all the boxes. Also, PrideDirect features gay-friendly as well as gay-owned or run companies, so we aren’t limiting the choice of businesses that our directory users can select. This is important! It means that whether someone is looking for a hairdresser in Manchester or a Solicitor in Cardiff, they can still get a quality, mainstream and competitively priced service, but one where they can be sure their lifestyle and sexuality is not an issue.

What do you hope to achieve with the site?
We've been constantly adding more and more businesses to the site so users now have a choice of over 10,000 gay and gay-friendly listings when using the guide. Our goal is to duplicate PrideDirect across Europe and Internationally by the end of the year.

The vision is for Pride Direct to be the most comprehensive and up to date directory in the world. Eventually we want it to provide a platform for businesses to network with each other and share ideas – a global business market place with the gay community.

From a consumer point of view, we want PrideDirect to be the first place that is thought of when someone is searching for a hairdresser, a solicitor, a hotel or a club  whether they’re looking in their own town, a particular region in the UK or even abroad when planning a holiday or business visit. 

It’s a great name. What was the thinking behind it?
Well the word ‘Pride’ was an obvious starting point given it’s now global association with the gay community. Many people have asked if the ‘direct’ bit came from ‘directory’, but this wasn’t the case - although it’s a happy coincidence.

In fact, we had wanted to get across the usability of the site, its speed and cleanliness and the fact that someone using it could find the information they were looking for straight away and easily – a guide that allows consumers to find out directly about particular businesses and services

So, what’s different about PrideDirect compared to other gay listing companies?
The majority of ones out there are fairly sexual and explicit, coming from an ‘adult’ perspective rather than a professional, business directory for the gay consumer. This is particularly true directories online, with websites that look fairly amateur, are difficult to navigate, have terrible search options and often have out of date listings.

PrideDirect is very different – it’s a desexualised and professional ‘space’, where users can be very specific in their searching and there are no annoying pop ups. I suppose you could say it represents the ‘new generation’ of internet-based directories, providing a much needed alternative lifestyle resource for a mature and professionally orientated gay and lesbian community.

There’s twelve main content sections with everything from 'Going Out' to 'Travel' and 'Property' to 'Finance'. What are the most popular areas?
The ‘Going Out’ section is one of the most popular along with ‘Health & Beauty’ and ‘Shopping’. Categories like Saunas, Bars, Hotels, Builders and Restaurants have always done well, but we are seeing a steady interest across the board, which has been very encouraging.

We have just launched our Weddings section, so we are going to populate this with a large selection of companies in time for Valentine’s Day.

Have you been surprised by the level of interest in the website?
Pleasantly, Yes! Like me, most members of the gay community have (probably without realising it) been crying out for a guide like this. With more and more companies registering themselves with us, the service can only get better and better.

The site aims to be more than ‘just’ a listings service. What else do you offer?
Our vision is to be an alternative lifestyle guide, with businesses using the ‘listings’ space we offer to provide more detail about their product or business so helping to inform our users’ decisions. This is why we give all registered businesses 255 characters to describe themselves.

We’re also looking to develop certain branded products and services. For example, we’re about to launch ‘Pride Mortgages’ which is really exciting as this area will certainly be affected by the new Civil Partnership laws.

Are you UK based, or are there entries from all over the world?
Right now, yes, we’re just UK based but we have the network to develop PrideDirect across the globe. This will be great and will make PrideDirect a truly unique service. For example, if someone is planning a holiday in Spain and wants to find good clubs and places to stay, they will be able to come to PrideDirect and search our international listings. And vice versa, so a Spaniard looking to visit the UK can do the same in their own language thanks to our translation software.

You launched a few months ago, what’s been the best thing that’s happened?
I suppose one of the best things that’s happened has to be seeing the site go live for the first time. After all of the hard work we had put into the concept and design, to see it there in the flesh - professional, crisp and stylish - was such a buzz.

And the worst?
Initially people can be sceptical of new ventures, so sometimes companies that have a brilliant service have missed out by not taking full advantage of some of the better positions on PrideDirect. Some have come back to us only to find that all of the priority positions have gone! I suppose that’s what you get for not striking while the iron’s hot.

How long did it take to set PrideDirect?
It’s been a pretty fast turnaround. From developing the idea at the beginning of the year, it’s taken about 6 months to finalise – in terms of the software, brand image, developing the website and testing it, finalising our great partnership with GaydarNation and all the other administrative processes that need to be put in place.

Are there any new features you’re going to be adding over the next few months?
Loads! Competitions, new products and services plus more really exciting things! I can’t say anymore but keep checking in!

As the site grows – and it’s already huge! – what would you like to see happen to PrideDirect?
I suppose for it to be like Yell.com or Google but for the gay community, in that they’re the most famous and first places you look to find information. Ultimately we’d like to see it become the information resource for the LGBT community across the globe.

If it exists and is gay friendly, we want it in!

So, is Pride Direct the essential tool for every gay man and women?
Yes, Yes Yes! So it’s important that business, venue, organisation or company owners make sure that their company isn’t missing.

So if you were a listing, what would you be and how would you describe yourself?
Well, one of my rather vicious employees reckons I should be a GUM clinic because “most gay men have been there at least once” (I’m sooo gonna sack him). I think I would probably be RJ’s Beauty Salon – not feeling good about the way you look? Come in to my salon and stand next to me in front of a mirror and go away feeling a lot better about yourself.

Find out more about PrideDirect over at www.pridedirect.co.uk.