Set different prices by country, starting with fast-growing markets like India

Jeff Morris… 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.

David Barnard… did want to dig into a little bit of how that came about. What were the experiments? What were the conversations that led to the three-tier system and the consumables on top of that? What was that process like to get there? And I guess maybe just frame it in a way that listeners today can be thinking through like, how do I get to that kind of multi-product? How do I better package my offerings to fit that demand curve and the need of the users?

Jeff MorrisI came in and was basically given a spreadsheet which had some really early versions of what our pricing was like for a single subscription tier. So it was Tinder Plus at the time. Nobody was price testing. That was just kind of what... There was a data scientist or scientist who would run really basic initial tests and that's where they landed and it was kind of like set it and forget it. Where we really started to focus on pricing was as we started to saturate the US market and really started to focus on markets like India, as I mentioned, and LATAM which were growing, but weren't necessarily the places where we were monetizing really well. And so I'd say when should you start focusing on pricing? I would say really focus on your core markets.

Jeff MorrisAnd for a US app developer, generally speaking, unless you're building an international specific app, that's going to be the North America audience. When we start to expand the tiers, generally speaking, the product leads you to premium features in terms of you start to see what people are asking for and what they want you to build. And then the question as a product person is always, is that something we should monetize or give away for free? In …