fail. I don't think rich kids want to be known as rich kids. Even to other rich kids! There are a few that might, but those are the current stars of Snapchat & are probably already under contract.
You don't know many truly rich kids, do you? I mean really rich, not doctors kids, but actual multimillionaires kids. I knew them a bit and private paid social network would suit them well.
Just the term "rich kids" -- I doubt a rich kid would want to associate.
I hope they didn't spend too long writing the app -- well just to get this far, creating & launching the thing - that's not a fail. Hopefully they didn't outsource, though I suppose that's a skill too.