Offer several paid tiers, from cheap starter to big spenders at $50K a year

David BarnardWell, without revealing too much about that startup, can you share what your first two experiments would be? I mean, did you go through the product yourself and say, hey, here are the top two I would run?"

Jeff MorrisYeah, I think it was mainly around packaging. And so they had a single subscription tier and at least I found my biggest unlock at Tinder was when I really started to think of the subscription tiers in terms of packages, all the way from the intra-subscriber who's probably younger and has less income and maybe isn't in the US to the largest whale you can imagine, someone who can spend like $50,000 a year on a subscription product, which we had at Tinder, but you're building for such different customers, right? But that just takes time to figure out because you're not only building new bundles, you're also building new features. And so you're trying to basically build very different experiences for users with different goals and expectations. You could do that forever. That's why revenue teams do what they do every day. And the other one that they hadn't done was just localization.

Jeff MorrisSo I think at Tinder at least, we had a really, really complicated pricing grid that was based on a ton of different factors, the most obvious being geography. So knowing our fastest growing markets were LATAM and India, but those markets had a very different willingness to pay to a North America or UK or something similar.