Test many prices for each plan and add-on, country by country

Ravi Mehta… time it was basically just Tinder plus Tinder Gold, and then Tinder Platinum came after looking and saying, actually, there are people that are spending a lot, how can we better meet their needs? And actually there was one of the interesting things behind Platinum was people would spend more if they could get more utility, we weren't hitting the limit of what they wanted to spend, they were hitting the limit of what Tinder could do for them.

Ravi Mehta… for the Microtransactions it was largely about how can we create things that enable people to match more effectively? Boost is similar to the Boost on LinkedIn where your profile gets seen more by people in the ecosystem. Super like is the ability to send someone alike that's differentiated? And so when you send someone a super versus a regular, they're three times more likely to match with you. And then there were a bunch of other Microtransaction products that Tinder has tried along the way, some of which have stuck, some of which haven't. So it's a really organic, very experimental process. I think one of the interesting things about Tinder, I don't know if this is still the case, but it used to be that Tinder had more skews in the Apple app store than any other app because Tinder would test out 7 99, 8 0.9 9, 9 9 for Tinder, Tinder Plus, and then other price points for Tinder Gold and then other price points for boosts and then bundles of boosts and super likes.

Ravi MehtaAnd so there were literally hundreds and hundreds of different skews available because of all the testing and then all that testing would get multiplied by different locations. And so if you're in, the pricing is going to be different in the UK versus South America versus in the us. So it's all pretty experimental and organic. I think a really key thing that the company did well though is understanding the underlying user behavior of what are people looking for from the product and then creating products that really map to that user behavior and help people get value, get more matches for less time spent.

David BarnardThis being kind of the plutonic ideal of monetization, I know a lot of people would love to get to this, but having advised a lot of startups since your time there, I'd imagine you've started to build some kind of ideas around the game theory of what kind of products this works for and what kind of products it doesn't. Any thoughts