I can't see anything without creating an account. Perhaps expose some data to logged out users so they can get a better idea what the service is about.<p>Also, you don't have any traditional method to contact you (just facebook and twitter). An email address would be nice.
That's exactly how dogster.com started, a free dating site for dogs (walking dates, etc) which lead to more than the occasional real date for single owners. There are/were a few clones too.<p>One question is why dogster.com, who was clearly the leader, shifted direction towards being more of a portal and less of a dating site.
A few comments about the basic design of the front page. I'm not a designer or anything, so take with a grain of salt.<p>The design is nice, but has a little bit of a "thrown together" look: the different things on the page don't really seem like they belong together.<p>I'd recommend a few things:<p>1. Align the logo of the site to the left (aligned with the text below).<p>2. Since I assume your subscription form at the bottom is <i>not</i> the most important thing, I'd make it much smaller, and move it to the right (someplace more out of the way). Where it is now, it looks like it should be the login form.<p>3. On that note, I'd move the login form to where the subscription form is now, and make it much bigger. Also, I'd probably make the "new user" link even bigger than that, since you'll mostly be getting new users for now. I'd probably make it a separate, very large, "call to action" button, and center it in the screen (ala Drop Box).<p>4. Last thing: I don't know what plentyoffish.com is, and that's in the first sentence of your site. You really don't want me leaving your site first thing.
You should make it more tailored (but not explicitly mention that) it's for dog owners to meet each other. For example, meeting other "friendly dogs and dog owners" or something like that.<p>Everyone knows it's not for doggie breeding, most pets are spayed or neutered.
If purpose of the page is to get people to sign up, change the design to push that: explain, with pictures and text, what people will get/see if they sign up, and have a big, obvious, unintimidating, sign up form.