Bumble is a platform that wants to create empowering connections either in love, friendship or work. The app wants to rewrite archaic gender norms by allowing women to initiate a conversation when there is a mutual swipe between both parties. Its core value proposition is to address the problem that most millennial women face, in a male-dominated dating industry. When there is a homosexual match, either party can take the first step.
People can browse through all the profiles that are available on the app, with basic information like profile picture, age, location, profession, and height as well as some other nuanced information like hobbies, interests, zodiac signs, drinking & smoking preferences. Post connecting the two people can either chat, call, video call or play a quiz.
There are four types of offerings that Bumble provides at the moment: Freemium, Premium, Boost, Premium Features
| Offerings | Features | Price |
|---|---|---|
| Freemium | A limited number of swipes in 1 day | |
| Audio/ Video/ Call / Trivia Questions | ||
| 1 free extend on the time limit before the match expires in 1 day | Free | |
| Boost | Unlimited likes | |
| 5 Superswipes a week | ||
| 1 spotlight a week | ||
| Unlimited extends | ||
| Unlimited rematch | ||
| Unlimited backtrack | 1 week: 149 INR | |
| 1 month: 299 INR | ||
| 3 months: 799 INR | ||
| 6 months: 1299 INR | ||
| Premium | Boost + Beeline, Advanced Filters, Incognito Mode, Travel Mode | 1 week: 299 INR |
| 1 month: 699 INR | ||
| 3 months: 1799 INR | ||
| 6 months: 2999 INR | ||
| Lifetime: 5999 INR | ||
| Premium Features | Spotlight, Superswipe | Spotlight: |
| Pack of 1: 89 INR | ||
| Pack of 5: 53.80 INR each | ||
| Pack of 15: 49.93 INR each | ||
| Pack of 30: 46.63 INR each | ||
| Superswipe: | ||
| Pack of 2: 44.50 INR each | ||
| Pack of 5: 35.80 INR each | ||
| Pack of 15: 26.60 INR each | ||
| Pack of 30: 26.63 INR each |
Swiping left and right and getting matches is the CVP of this product:
Casual users: 3 times a month, 40-50 swipes in total Core Users: 2 times a week, 150- 350 swipes in total Power Users: 6 times a week, 400 + swipes in total
Bumble BFF - to find friends and people who have similar interests as the user (build community) 2-3 times a month
Bumble Bizz - to help people make connections that will help move their careers forward 1-2 times a month
Depth: No. of swipes in each visit No. of unique conversations initiated/engaged by a user (audio/video/chat/trivia questions) Using Boost, Premium and other Premium features
Breadth:
Using sub-products: Bumble Bizz & Bumble BFF
Frequency:
No. of times the app has been opened / no. of times the user visited bumble
For the purpose of this exercise, I will be choosing DEPTH as the engagement framework of my choice, because the whole purpose of Bumble is to connect people, for which it is important for the user to swipe as many times as possible and also to initiate/ engage in meaningful conversations/ activities like planning dates and playing a game together etc. The number of times a user visited the app does not factor in the possibility that he/she did not initiate/participate in any conversation or swiped.