Ask for payment only after a user gets a match and starts chatting

Jeff Morris… it's on a Level or Bolt, you obviously have a fair amount of debugging that you have to do within any product that you create. And they actually couldn't afford to let their freemium users debug the initial builds. And so if you look at Twitter for that product, people were really frustrated because they would have some idea, they'd prompt the app, and then it would be buggy, and then they'd be pushed into some subscription to make that happen.

Jeff MorrisThere's not a payoff of a successful outcome before you're asking people to open up their credit cards. So I think for something like that, I would probably just say, hey, we want everybody who pays for the product to really have full access to the best working version of our product. And so you're kind of getting people who are trying to monetize before they have that magic moment with their customers, which like at Tinder, you wait for somebody to get a match and to have a conversation and to really believe in the product before you ask them to become a paying subscriber. And so I would almost focus less on total subscription number in terms of users, but really try and provide a great experience for those people who are willing to pay early on. And I think you could still build very successful, call it whale driven products.

Jeff MorrisThese aren't even whales. They're just people who really have a high intent, they have a problem that they really want you to solve rather than being like a GA product that is suboptimal that people complain about on Twitter.