what metrics would you use to evaluate bumble's premium subscription service?

Introduction

Evaluating Bumble's premium subscription service requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of the service's performance and identify areas for improvement.

Step 1

Product Context

Bumble's premium subscription service, often called Bumble Boost or Bumble Premium, is a paid tier of the popular dating app that offers enhanced features to users. These typically include unlimited swipes, seeing who's already liked you, and the ability to extend matches.

Key stakeholders include:

1. Users: Seeking enhanced dating experiences and more efficient matches
2. Bumble: Aiming to monetize the platform and improve user engagement
3. Investors: Looking for revenue growth and profitability
4. Competitors: Other dating apps offering premium features

User flow:

1. Free users encounter limitations or see premium features
2. They review premium benefits and pricing options
3. Users decide to subscribe and complete the purchase
4. Subscribers access and utilize premium features

This premium service fits into Bumble's broader strategy of creating a female-empowered dating ecosystem while monetizing their user base. Compared to competitors like Tinder Gold, Bumble's premium offering emphasizes its unique features like women-first messaging.

In terms of product lifecycle, Bumble's premium service is in the growth stage. It's established but still has significant room for expansion and refinement as the dating app market evolves.