20VC: Grindr: The Most Insane Story in Startups | How the Chinese Bought and Lost Grindr | The Successful IPO with $300M Revenues and 40% EBITDA Margins | How Grindr Built a Free Cash Flow Machine

4 Dec 2024 · 57 min

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The Twenty Minute VC (20VC) Podcast Summary

Episode Overview Episode Title: 20VC: Grindr: The Most Insane Story in Startups Host: Harry Stebbings Guest: George Arison, CEO of Grindr Air Date: [Insert Date] Podcast Link: [20VC](https://www.20vc.com)

Podcast Description The Twenty Minute VC (20VC) features interviews with top venture capitalists and remarkable founders. The episode focuses on Grindr, the popular dating app, exploring its dramatic history, revenue generation strategies, and insights from its CEO, George Arison.

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Episode Summary In this episode, George Arison shares the incredible journey of Grindr, touching on its founding, acquisition by a Chinese company, and subsequent public listing. The conversation spans various topics, including revenue generation, company culture, market positioning, and personal insights from Arison's career.

Key Topics Discussed

  1. Grindr's Unique Acquisition Story
  2. Chinese Ownership: The Chinese company Kunlin acquired Grindr but was forced to sell it due to government intervention regarding data privacy concerns.
  3. Leadership Changes: After the acquisition, the original founder was removed, and Arison was appointed CEO shortly before the company went public.
  4. Development Team Resignation: The entire engineering team quit during the transition, leading to significant operational challenges.
  1. Financial Performance and Strategy
  2. Revenue and Margins: Grindr is projected to generate over $300M in revenue in 2024 with a 40% EBITDA margin.
  3. Cash Flow Machine: Arison discusses three core ways Grindr generates significant revenue without extensive marketing costs:
  4. Word-of-Mouth Growth: The app's popularity leads to organic user acquisition.
  5. Lean Operations: Maintaining a small team (less than 150 employees) enhances efficiency.
  6. Simplicity of Operations: Minimal overhead costs contribute to higher profit margins.
  1. Product Development and Future Growth
  2. Transition to a Super App: Grindr aims to evolve beyond a hookup app to incorporate features that cater to health, travel, and community networking.
  3. Innovative Features: Upcoming product launches include features that facilitate travel connections and health-related services, such as HIV testing.
  1. Management Philosophy
  2. Efficiency vs. Growth: Arison emphasizes the importance of maintaining a lean team to drive productivity without compromising growth.
  3. Accountability in Management: Effective leadership requires setting clear goals and fostering a culture of accountability without micromanaging.
  1. Personal Insights from George Arison
  2. Managing Feedback: Arison shares his struggles with providing constructive criticism to employees and the importance of transparent communication.
  3. Balancing Personal and Professional Life: He reflects on the challenges of being a CEO while also prioritizing family time.
  1. Market Positioning
  2. Competing with Social Networks: Arison argues that Grindr should be compared to social networks rather than solely to dating apps, given its broader social utility.
  3. Advertising Potential: While Grindr has a growing advertising business, there are ambitions to expand direct advertising partnerships.

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Key Takeaways

  • Grindr's story illustrates the complex dynamics of tech startups, particularly in the context of international ownership and government regulation.
  • The company's financial success is attributed to efficient operations and a compelling product that resonates with its target audience.
  • Future growth will depend on Grindr's ability to innovate and expand its services while maintaining a strong brand identity.
  • Arison's management philosophy highlights the importance of accountability and fostering a productive work environment without excessive hierarchy.

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Conclusion This episode of The Twenty Minute VC provides a deep dive into Grindr's evolution, revealing both the challenges and opportunities faced by the company. George Arison's insights offer valuable lessons for entrepreneurs and investors alike, emphasizing the significance of operational efficiency, product innovation, and effective leadership in the startup ecosystem.

For more information on the podcast and to listen to the full episode, visit [20VC](https://www.20vc.com).

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Transcript

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0:00The second thing that I think Silicon Valley showed and has learned is that there's insane inefficiency in each individual that you have working for you because there's very bad management. Management does not mean micromanagement. Grindr has less than 150 full -time employees. We are a very, very efficient. Our revenue per head is very high. It's over 2 million bucks per full -time employee. We shouldn't be just comped to dating apps when they talk about what the multiple on the stock should be that we should be calmed as much as to social network products, as much as we're calmed to dating products.

0:33This is 20VC with me Harry Stabbings and today we feature the truly incredible story of Grindr, a company founded by a non -technical founder that was a cash printing machine for years. Before he sold it to the Chinese, the US government then forced the sale of the company from the Chinese to a US private equity house who took the company public, they installed Georgia's CEO and state the company does north of $300 million in revenue with 40 % EBITDA margins. It is one of the best businesses of our time, truly insane story and joining me in the hot seat is George Arisen Grindr's CEO. Before we begin, one of the easiest investment decisions I have made over the last three years is investing in 11X.

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2:41And just like hive, transforms liquidity, teagus transforms how we gather insights for investing. When I invest in software today, I think software is valuable when it saves time and makes something easier, but when it enables the user to do something they simply could not do without it. Then it's insanely powerful and valuable. That's the case with Tegas. I literally could not live without them. When I'm investing in a company, Tegas lets me see the most incredible reference calls with experts in the space who work at a competitive company or incumbents. These calls and data provide the most incredible insight that really shapes my opinions and thoughts and investment decisions and I can then share snippets from calls with team members.

3:20This is a tool that will change how you work. Honestly, you cannot imagine life without it once you've experienced how powerful it is. And you can check them out today by heading over to tegas .com. You have now arrived at your destination. George, I am so excited for this, my friend. I've been such a fan of the Grindr business for a long time, so thank you so much for joining me today. Well, thanks for having me. I love your podcast. It's done really well and I'm really impressed with what you've built. So it's like to be here. It's amazing how far British accent can take you. Literally. My question to you is, for those that don't know, what is Grindr?

3:56And how did you come to BC of Grindr, the public company today? Yeah, I'm happy to discuss that. So Grindr is the largest network of gay and by men in the world started out as a product for hookups and casual dating in 2009 took over the gay world in a very viral way. I remember when I first saw Grindr on a friend's iPhone in 2009, I was building a company on blackberry and so I didn't have an iPhone. The next day I went on an iPhone because I'm like, well, this is way too good. I have to have this. There's some estimates like Grindr sold half a million iPhones in the first year. It was around, etc.

4:31in early adoption. And over time, it grew bigger and bigger. I mean, we're at over 14 million active monthly users now. And so we have a much broader spectrum of audience now than just people who are looking for a hook up. It's now the largest source of gay relationships in the United States, four and 10 gay relationships, Star on Rinder. People spend on average an hour, a day in the out, which is really remarkable. And we had 125 billion approximately messages sent And in the app last year, that's about 50 messages per person per day, more than what's help messaging in a given day per user. It's become like a very critical network for a day and by men all over the world, by 190 countries and territories all over the world.

5:18Do you know what's insane? I think the average stat is like one in two heterosexual relationships. It started over the internet, and you have 40%. Yep, it's really awesome. That is insane. An hour a day? Do they not work? I actually, when I first heard it, I'm like, what do you mean like a week? But yeah, it's a remarkable thing. And then as far as how I became CEO of Grindr, so Grindr has a very unique kind of founding story and how it got to where it is today. And I assume we'll talk about that. But there was an ownership group that owned Grindr as of 2020 and they had a temporary management in place.

5:56knew they wanted to take the company public and wanted a long -term CEO. They really wanted a product -driven person who had built a company from scratch and who had run a public company and who was ideally in the community, which kind of leaves you a very few set of choices. They found me and made a really strong pitch. I was like, man, I've built three companies. I never thought I'd run anybody else's company, but the argument was really strong that this was a really amazing business and kind of once in a lifetime, chance to do something really especially when do you get to run a business with 40 plus percent even a margin.

6:29And I saw a huge opportunity to take this community that we have and build a lot more stuff for them and become more of a super app product for the use of Ace that got me really excited. And so I took the job. I'm still in awe of the stats you just gave me, but I'm fascinated because you mentioned that the Super app element, but then we also have the specific word that you said was hookup app. And I remember I had Sean Rad from Tinder on the show and like there was this like visceral Objection to any hook up app from him. Yeah, it was like do you mind being a hook up app? And how do you think about that like hook up app to super up transition?

7:05Totally. So look in gay culture Sex is a really critical part of who we are even like the term homosexual like the reason we are different than the majorities because of sexuality. And I think we are far more open about sexuality, we are far more willing to engage in sexual activities with people and then be able to have you know, friendships with them. Like it's very not common for people to hook up and then develop a friendship in the straight world. It's very common in the gay world for that to be the case. And so the way we look at sex is very, very different, but it's a very core part of who we are.

7:41For that reason, that makes grinder very unique, because that's the thing that people really want to solve for in any given day and grinder Let's them solve that. So we have actually no qualms about being viewed as a hook up app and we actually are leaning more into it. The really big product we're going to be launching, you know worldwide, sometimes towards the end of next year. It's now live in two markets today. It's called right now, which is actually making the hook up experience better and more easy for a user to access. This is a way for people who are looking for right now in corner, whether it's hook up or otherwise, can kind of get into that right now mode and then they're only talking to people who are in that mode as well.

8:20Right, because we have people who have different intentions on the app and one of the things that we hear from users is, hey, make it easier for me to find the person who wants to have a right now occurrence. And so we are leaning into that Masawi and we'll continue to, but in gay life, a lot of friendships, social connections, even networking and relationships, originate with a hookup. And so that gives us a chance to kind of do all those other things as well for people on top of the thing that makes Grindr going to at Edit's Core be this interconnection product for the community. What are the other things on top of like the insertion point of the hookup app that's a really natural extension that you can overlay.

9:01Totally. So two things that grinders already really big in in in small ways, but plays a really big part. One is travel. 25 % of grinder users, so one in four, is traveling in any given week, which is a really remarkable thing to think about given that, you know, in the US average person takes two vacations a year in a car to visit like family 60 miles away or something. But it makes sense, right? Like we have an audience that is high disposable income that is usually single or if not single doesn't have children. So travel is a big part of their life. So there's a lot we can do in that. Whether it's, hey, where let's allow somebody on their profile to say, I'm going to Kachala this year.

9:44And let's start connecting about the fact that we're all going to be at Kachala together, right? In the spring. or whether we're going on this cruise together, and let's kind of all connect about it before we get on the cruise. To hear the top 50 hotels that people really like to stay at, when they go to various cities, and maybe we do a deal with those hotels and create special packages and experiential ways for people to stay in them that right now are not available. The second area where there's a lot of connection already is health. Grindr really did an amazing job way before my time at educating people about prep, which is a medication that you can take and it prevents you from catching HIV.

10:24Prep really changed life for a lot of people in a very fundamental way because if you're on prep, the single biggest fear that so many people have about having sex, which is, hey, I'm a KCHHV, because it is gone, right? Like you're not gonna get it. But it came out a while ago and for a long time, it was not getting an uptake in the community that ideally you'd have. and only when Grindr added it to its profile page and allowed people to say, I'm on prep, and then did a massive effort inside the app to educate people about the benefits of prep, did prep start to take off. We do other things in health that are similar a year and a half ago, we started working with the CDC to allow people to order an HIV test to be shipped to their home to get an HIV test.

11:06We've sent out about half a million tests since then, which is really incredible. And more importantly, 30 % of people who are getting that test have not had an HIV test before. I'm so sorry to sound like such a venture capitalist, but do you then make margin on the prep that you provide on the test? Is that not amazing? We don't make money on HIV test because CDC actually sends those to people for free and we don't make money on prep because we don't sell prep. There are companies that do sell prep, we just do education and marketing for them. But my point on that is that we already play a role in healthcare for people.

11:41and so there are things in health and wellness that we can build on where we will make money. Totally hypothetically, you know, you can imagine that a lot of gay men use various compound drugs that are quite popular these days, whether it's ED medications or haircare products or skincare products. One area, for example, that we can play in, where we can provide our users with a really good experience and the margins are also really great. Which will have a more impactful hit on revenue, or like addition to revenue, travel or healthcare, do you think? Look, these are both zero to one products, right?

12:14I don't know if they're going to work. And I say this to investors all the time, like if they work, they can be massive, but you got to understand that we're starting at scratch and they might not work. With that caveat, I think if healthcare works, it will be very large. Because if you just do the math on it, like a compounded E -medication costs, $100 to $130 per month subscription, and people, I think, average lifetime value of a user is six months. That's a pretty affordable hymns, because hymns is public. So it's a pretty significant dollar value in a year on that subscription. So if those things work, I think from the revenue perspective, they'll be pretty significant.

12:54Can I ask you, when you think about market adoption and breadth versus depth and penetration within existing market, how do you think about the balance between, mean, we need more grindies, it's just paired it versus we need to get deeper adoption for the products we have from the existing customer base. Totally. So our mouth has been just naturally growing. We grew about like 7 -10 % last year. We're on track to do something similar this year based on public data so far through Q3. So we don't really focus on my growth, frankly, at all. It just kind of happens. We do know that there are a lot of users that we can add that are not using the product today.

13:32We have a 95 plus percent name recognition in the US in a lot of countries abroad. It's closer to a 60 percent. 60 percent is still amazing when you think about it, but 95 percent is just totally remarkable. And if people don't know us, they can't use us, right? So there's a lot of room in a lot of places internationally to gain more adoption by just getting better brand recognition. And that's something we are going to start working on. In the coming years, we kind of view international as a midterm opportunity for us rather than immediate. Meanwhile, enabling more features and more products that our users can pay for today is something we are working on every day.

14:09Our pay -up penetration is about a little over 7%. Our peers, again, public data and not anything confidential, are viewed as like 15 % for Tinder, for example. So there's a lot of room to have a lot more paying users in this business, we don't need to be at anywhere near Tinder's pay penetration to hit our, say, three -year financial targets. And so we think there's a ton of opportunity to go deeper with paying products for our users today. It's a tough balance because if you have the Tinder app, it is a hard monetized product. I mean, it sucks. It sucks as a year. And they've dramatically under -invested in the user experience, which is I think why they're suffering so much.

14:51And it's not just Tinder, It's also a bumble. But basically, happened, I think, with those products as they had a hit, right? Like, it had a thing that worked really well. And they just spend years monetizing only, not really adding anything new to the user experience. And that, I don't think, is a really right approach. And so we, from the very beginning, and even before I took this job, like, when I was thinking, what do we do with Grindr? My sense was, there's so many features that have not been built on Grindr yet, that people really badly want. And there's an incredibly long running list of things that we need to create.

15:24Our job should be to build those things, create value for users through those features and products. And if you create value for people, people will pay for those. And so we have a very, very robust free product, and we're going to keep that to be a very robust free product. I mean, this would total respect to you and other colleagues in the industry. There's been relatively little innovation in the market over the last years. The simple swipe functionality will cost and take. But other than that, segmentation on customer groups. Yep. Would you agree with that? Or am I being harsh? Yeah, I fully agree whether it's for us or for other companies, innovation has been dramatically limited, except for maybe hinge, which has had a little bit more innovation.

16:05I'm not going to long the way. I built an AI company in 2019, 2020 and then sold it. And so I had some AI experience coming into this job. and that was one of the more exciting things about what was possible because we have so much of rich data about our users, whether it's from their behavior patterns in the app or their chat history. And so only obviously with their consent, but if we use all that data to create better matches for them between what they want and what we know other users want, we can really reshape how dating happens, at least in our community. I saw Whitney say that we would actually have kind of extensions of ourselves, robots that would kind of date each other in a virtual world.

16:49Yeah, I said that six months before she did, so I think it's totally going to happen. You think that's going to happen? Can you just envision that world for me? Yeah, so I don't think that people will want to have synthetics, robots, agents, call whatever you want, doing the whole conversation, right? But one of the things that I think is very constraining to dating, and it's particularly true for for gay men because of density issues is that dating mostly happens by geography. Like you normally end up settling down with somebody you meet in the geography you live in. And that makes no sense because the idea that the best person for you is necessarily in the city that you live in or in a town you live in makes like no logical sense, right?

17:30The reason it happens that way is because the cost of hey I'm just going to like you know date anybody anywhere is prohibitive from both time perspective and money perspective. But if I could give you an incredibly transparent and rich recommendation for five people around the world who are the right matches for you based on your behavior patterns in my product, based on your entire chat history, maybe even pulling information from outside of grinder that you give me and match you with other people for whom I have the same rich data. And then on top of that expose it to where okay, Georgian Harry are the right match and their synthetics spend some time talking to each other about a set of questions that they really care about and gave each other the answers.

18:14And then you're provided with like a write up of like, okay, these are the things we talked about. And these are the things that make a lot of sense for us. And this is why I think it's okay for you to pack a bag and fly to London to meet him. That'll make people a lot more open to meeting people further away. And so I think for our community in particular with density is a huge problem other than maybe in New York City, London and San Francisco, maybe LA, you don't have a huge number of people to potentially partner with. It'll be a really game -changing and I can't wait to make that available to Jesus.

18:47You mentioned the 40 % EBIT at the beginning. I mean, is the extraordinary George. I said at the beginning, what a great business it is and what a fan I am of it. But I think it's 120 million of free cash, so on 300 million of revenue give or take. And I might be getting this slightly wrong, but kind of bullpock. How are you so efficient when everyone else isn't? Yeah, so there's like three things that make us, I think they're different. One is we don't spend any money on marketing. And the reason is as we don't do any acquisition on marketing, our marketing is focused on brand building. And we do a lot of stuff in social, narrow casting to again, gay and by men.

19:25but it's a lot of storytelling, but we don't do pay our user acquisition. We don't have to. All our user acquisition is through word of mouth and kind of the brand building approach. Number two is we have a tiny team. I'm a really, really big believer in super lean organizations that get a lot of stuff done. We have a very audacious mission and my expectations that people who are here work super hard to deliver results. Grinder has less than 150 full time employees. we are very, very efficient. Our revenue per head is very high. It's over 2 million bucks per full -time employee, and that's something I'm really proud of.

20:02We actually know a near -the -peak capacity we were at when I joined. We had 225 people at the very peak when I first joined, and we had some transition on staff, and we've seen a ton of productivity improvements in our team. And I think there's still a lot more to begin, right? So like I'm a huge believer in using AI and work, and I want us to be, you know, in a world where a lot of our code is written by AI and our engineers are actually overseeing that process rather than necessarily being the first ones to be writing that code. And so there's still a lot more leverage to be had with the team that we have.

20:34So it's like the second really kind of big thing. And then thirdly, our constructions pretty simple. Like we have, we pay Apple and Google, we pay Amazon, and we pay people. but there's really nothing else that we kind of have at least been money on. And so that's how we end up with a really good even a margin, but amazingly, it's still not too that elaborate, right? Because we're a public company, and all the cost that public companies have, we still have to have, and we'll have them at 300 plus million, and we'll have them at a billion in revenue. And then mostly going to be the same, like the accounting team is not going to grow that much from where it is today as we grow.

21:05And so there's still a lot of leverage in the business for us to actually improve our margins over time. Drill down on number two, which is like the efficiency in the lean focus. When does a focus on efficiency and leanness impact growth negatively? Yeah, it's a good question. I'm asked this question a lot in a lot of different ways. We just did our earnings on Thursdays. I've been doing a lot of investor calls and this comes up in every investor call. Could you spend more money and do more things? In the reality is actually no. I think what Silicon Valley showed in the last 10 years or so is the idea that just adding more headcount to do more stuff.

21:42Actually, it's not the right thing because you end up spending a lot of money on a lot of stuff that doesn't work and probably shouldn't be getting as many resources as it needs to. You can we're gonna launch a bunch of new stuff this year, but a lot of it's gonna be done through partnerships with one or two people working on those things. We'll learn our way into them if they work. We'll put more resources behind them, but we don't need to be having teams of five, six, seven people launching these different products that we're working on. It's just not necessary. The second thing that I think Silicon Valley showed and has learned is that there's insane inefficiency in each individual that you have working for you because there's very bad management.

22:19Management does not mean micromanagement. There's a big difference. But being able to have really strong accountability is really critical and I don't think we have it in the tech world today. Can I just dive in and ask why do you say that? Why do we not have the accountability, do you think? Because in the beginning when companies are built and look, I'm a, again, I build companies, I build three companies from scratch. So like, I'm a full on founder in every way, right? Like, we hire people who have a ton of self accountability. Most founders have incredible self accountability and they work all the time.

22:51It's like they're, you know, animals, I'm going to get this done and they hire a lot of people like that. So your first 20, 30, 40, whatever number it is, employees are all like that. They don't need management. That's why so much gets done at very early stage companies. But eventually, you end up hiring people who are not going to be like that. For one thing, because whatever equity when you give them is not going to be large enough to justify that level of work. It is not possible. You hire more normal people. That's totally okay. Like the world you're in. At that point, you need management.

23:22And by management, primarily, I mean sets culture, sets goals, sets clarity on how to achieve them and host people accountable. Unfortunately, most people who work at startups in the first phase are really bad managers, because they never learn how to be managers. They don't want to be managers, and they don't like to make people feel bad. Or they manage in the way that kind of, you know, the stuff that you'd hear about Uber and like the culture that Uber had in 2016, 2017, and that does not attract to people either. And so the result is very bad management across startups. startups that succeed succeed because they have really amazing margins and they just kind of like poor more people at problems and have massive inefficiency or through kind of cultures that are just not very healthy and I think there is a better way to do that and I think lean organizations with really good management where everybody is in founder mode This kind of what I classify but we still allow for good integration between life and work is is how one should build businesses.

24:22This is a hypothetical situation. I'm a young CEO and I do not have your years of wisdom. You are an angel investor in my company. If you were to teach me how to be a good manager, what would you say I should know from the 20 years that you have learned? Yeah, so I think there's a difference between being in the details and micromanaging people. I stay really really close to details. And I need everybody else on my team to be really close to details. Like if someone comes to me and says like, I don't actually know this number that raises a lot of red flags for me because I'm like, that's a pretty crucial number for you.

24:58Like, how can you not know it? So being in the details on the numbers and what is happening in the business is different from letting other people make decisions. I think it's a really crucial to let other people make decisions and guide them to the right decision if they're not making the right decision. But not to micromanage them. How do you guide them without micro -managing them? You ask tough questions and you raise the hypotheticals of what could happen if the decision that they want to make happens and get them to understand what the problem might end up being. Because ultimately you as the founder and the CEO know the full picture and they don't.

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25:37What you can bring to the table is they want to do X. They don't understand how that X impacts Y and Z over here. that they're not thinking about, only you can do that. But that does not mean you tell them, hey, you're wrong and this is the answer. I think that's like a really big kind of factor. Secondly, that I think is really crucial to kind of how I would do things different now is you've got to know what you're not good at and get the right people around you. That's different from, oh man, that I'm really bad at this and so I need to change this. The idea that a coronavirus is going to change everything about themselves is very low probability.

26:11like it's probably not going to happen. You can pick like one thing you're real when I change and I'm going to work on this really hard. But man, in a series A company where cash is running out and your product market Fed might not quite be there and your team is causing problems and your investors are yelling at you like trying to change everything about yourself is not going to happen even changing one thing about yourself is really hard. But you can put people around you who catch your blind spots and you need to be comfortable with them coming to and saying, Hey George, you do this a lot. You are really stressed right now and you're doing the one thing that causes a lot of problems.

26:44And I'm going to straight tell you that to your face and you need to listen to me. And sometimes they're right and sometimes they're wrong, but if you don't have people on you, you can kind of catch those blind spots is a huge problem. Can I ask you a weird one? What did you think you were good at that you turned out to be bad at and how did that show itself? There were a lot of things that I thought was not very good at that I actually am really good at. Like I thought that I was not very good at recruiting engineers. I was terrified of recruiting engineers. After I started my company, the first engineer outside the CTO that I went to recruit, like I was literally scared to death.

27:16I have a huge fear of snakes, and this was like the second most thing I was scared of. Like, how am I going to talk to this guy about engineering problems? I know nothing about engineering. Turns out I'm actually pretty amazing at recruiting engineers. And engineers really like transparency, and I'm super transparent, and so having very transparent discussions and being very honest with like, I don't know this, and this is why I need you to come and help me here. really works with them. They actually appreciate that. Instead of it coming off salesy, they actually like, like, how he has a business guy who like is willing to say, I don't know X or Y.

27:46And that was a huge learning. I was a business person working in the tech world and you can be successful in that unless you're very good with engineers, but it was challenging for me to believe I could be good with them. Big learning that I became quite good. Another one I had to learn that's really tough is it's okay to be quiet because I respond to things really fast and a lot of engineers are much greater different. They probably have an opinion on whatever you said right away, but they spend a lot of time thinking through what they're going to say before they say it. And for like an extroverted dude who talks all the time, that's a really difficult right?

28:18Because you kind of like me to get comfortable with silence and that silence can last like one or two minutes and you want to fill that silence with content, but you're just going to shut up and wait. That one was a really tough for me to learn, but I think has served me very well. You said is a manager, but many people don't want to make people feel bad. To great managers make people feel bad. So I have a really hard time with this one because I'm told by everybody of them, I love feedback. George, tell me, give me feedback. It's okay. But if I have to give them developmental feedback, even though they might be selling, telling me it won't make them feel bad, I believe it.

28:53I'm going to make them feel bad. And that's really tough. Not everyone has this issue, but I do. and it's probably my single biggest challenge in being a leader. It's the one thing I've picked that I have to work on this because if I don't become better at this, I cannot go to the next level. As a CEO and as a leader. On an individual level, being in front of somebody, I'm like, hey, you are not doing this very well, it's really hard for me, especially if I care about that person. So there is a level of like, if I care for you, it's difficult for me to be giving you direct feedback when something is not working.

29:28When things are working really well, totally not a problem. So like with very high achieving people, I have no issues with giving them feedback, but when there's development of the clinic, it's really tough. So, you know, I've learned how to do it and it's painful, but I write everything out. So I give people like very long written documents that are like really detailed. And then I like send it to them in advance, and then I sit down with them and go through them, which is not the nissen, maybe necessarily the best thing for them, because usually it's better to do it in person, but to be able to express fully what I think, I have to do it in writing.

30:00Because otherwise, I will not tell you the full story. Because again, we'll feel like I'm making you feel bad and I won't come there. Yes, it's 100 % true. I actually don't give a shit what people think about me. In the broader sense, but on an individual level, it's something I run into problems with. Has it ever hurt you on a broader level? I saw also that there was some tweets that you sent up that people Does that really get you in trouble? Or is it like people get over? I mean, people get over it obviously, and you have to have right people behind you. When I was taking this job, I actually told the big shareholders at this point, Granted, I was so private so that kind of the owners like, look, I'm a conservative guy.

30:37I'm Republican. I'm also gay. I'm very social on these social issues of being gay. I'm very liberal and libertarian. I'm libertarian and some other issues as well. But on a lot of stuff, I'm pretty conservative. And I don't think there's a conflict on those things. And people knew that, and they were okay with it. I also knew that some people are going to have a problem with that, and we need to be prepared for that. Because unfortunately, we are in a world where people are not willing to appreciate the difference of opinion. You have to be exactly down this line, and that's strong both sides.

31:08You have to be all in on this side or all in on that side, not only that makes any sense. Do you think we have freedom of speech? I had the fans of Andrew on the show recently, recently and in to come we talked about it. Do you think we are in a society where freedom of speech is present? Look, I grew up in the Soviet Union where literally like if people knew what you both lived in you could go to jail. I remember evenings where my great -grandfather who had fought in World War II and he was a general in World War II would turn on a radio and try to find voice of America on the radio to listen to what actually was happening in the world and we all knew that if anyone ever got hand on his radio he'd be arrested even though he was like a 75 -year -old So you're here, right?

31:49And so I know what not having fiddermis truly means from that perspective. Obviously that is not the world that we live in today. Has the been a little bit too much self -sensorship and or censorship from other sources in the last decade? Yes, absolutely. I think the pushback against that has been pretty strong and I think we're going to end up in a pretty good place. I don't like saying I'm a free speech absolutist but at the same time, as much as I despise the idea of burning the American flag because I think this is the greatest, most amazing country in the world that has ever existed and probably will ever exist.

32:21And part of my mission in life is to do every I can to perpetuate that. People have the right to burn the flag. I can't stand that idea like it makes me want to puke. But if people want to burn the flag, they have the right to do that. They shouldn't do that, but they have the right to do it. I need to accept that on my level and somebody hearing something that somebody else says they don't like. That's totally okay. They need to be comfortable with that as well. Do you not worry that you will offend your stakeholders as being the customers. If you think about it, maybe a more Democrat audience in terms of your user base, do you know why that maybe I have LPs?

32:52I'm a fun manager. I'm always wary of saying something that might upset my stakeholders. Oh, totally. And look, the decision I made when I took this job was I don't make political statements today at all. It is not my job. My job is to be the best CEO I can be for Grindr and the things I might say that distract me from being doing that job and providing my users with the most awesome experience in the app and outside of the app are not the right things to do. That would be distracting to my shareholders, it would be distracting to employees and would not be good for my users. What do you think Wall Street doesn't get about, Carinda?

33:26The biggest thing we are really focused on educating people on today is that we shouldn't be just comped to dating apps when they talk about what the multiple on the stock should be. That we should be comped as much as to social network products as much as we're comped to dating products. Because people are using Grindr for dating, yes. But they're also using Grindr for all these other social experiences that are more akin to a Pinterest or a Instagram than the dating product. Okay, if we take that then, they are powered by advertising engines, which are incredible for cashflow machines, does Grindr become an advertising engine like they are?

34:04Well, we have an advertising business and we'll talk about that in a minute. A household thing is actually pretty cool that we're a social network that has a monetization engine that subscriptions, right? because that's pretty unusual. We do have an ad business. The ad business actually is how grind a gut started. So grind was profitable from day one because it was a bootstrapped company that used one founder built from scratch and he always made money on it and ads were the primary way he did that in the early days. So we always had an ad business. You know, in 2018 to 2022 period, there was a big under investment in our ad business.

34:34And so it was not growing really well. We started to change that in 2023 and those investments actually helped helped us to have a really strong year and add in the ad business this year. Ads are about 15 % of our revenue in total, but obviously on margin basis, they're even higher percentage because it's a very profitable part of the business. And we don't have to pay the Apple and Google taxes on that revenue. But we want that business to be bigger and we're going to continue investing in that. Today, most of our ad business is what we call third party ads, meaning we use networks like upfolio or Google, well, et cetera, to source those ads.

35:10We do have some direct ads as well, where we partner with brands to market directly in Grindr. Over the long term, I want us to have a much bigger direct ad business. But we need to do a lot of work inside the company to get ready for those types of partnerships. That's work inside the product specifically, right? We need to have better ads. We need to have more ad formats. We have to have better data access in terms of how the ad is performing for our advertisers. and we need a much better approach to how we sell better relations with the agencies. So that's all going to happen in the future.

35:44But in the near term, we tend to do a lot more with the third party ads as well. So I think ads can be a much bigger business. What we've said publicly is we want it to be growing at the same pace to stay at that kind of 15 % or ballpark part of our revenue story. If we do really well, maybe it does better. Okay, so we compute instead of to dating apps, we compute to social networks as you said that. Can't both dating apps and social networks, I'll take that too. What does that mean for how perception is changed? It's just an increase in revenue multiple. What does that actually mean for the self?

36:17It would be an increase in the EBITDA multiple, right? We're valued of EBITDA and the reality is that Facebook's EBITDA multiple is much higher than dating products, even EBITDA multiple. but I think just thinking of the business as purely a comp to a Tinder or a comp to Bumble is not the right approach. Just because users also don't use it that way. I mean, people are in the product way longer. They do way more in the app. They stay with the app over time for much longer time periods, even when they are in a relationship, they still stay in the app because it's this social network for them. So just thinking of us as Tinder doesn't make any sense.

36:49What happens with Tinder and Bumble? I don't buy at all the notion that young people don't want to date off online channels like. They do everything else online like they don't want to date online that does make any sense They want different experiences in the products than what is offered today But that's different from they want to do things online and so I think ultimately they'll figure things out or New online dating products will arise that will meet users needs I don't know if Bumble and Tinder will be able to figure that out You know clearly hinges doing a lot of things really well and is growing super nicely and and both in revenue and in use attraction So there is a way to build online dating products for three people without work.

37:28So I don't know what Tinder specifically and Bumble will do, but I'm very bullish about the online dating opportunity as a whole. I think it'll continue to do very well. What have you done in your grind, Detan, yet that you wish you had not done? It's an interesting one. I think when I came in, I didn't fully appreciate how different building trust with people who were already there would be versus ones that I had hired. So this was like a big aha moment for me that I mean, hey, because I never had any interest issues like I've had plenty of issues and people have lots of things to say about George should do differently But like my employees trusting George was never an issue But then I realized though obviously because you hear a founder of a company No one's gonna join that company unless they trust you So then like implicit part of their like decision -making process to come to work for a company that's led by a founder is that they trust the founder And I didn't appreciate how difficult and different, I'd say different, more than difficult, it would be to build trust with employees who were already present and there.

38:28And so I wish I had done more in explaining to them what my approach to things would be. I started to do that a few months in, but I didn't do as much of that in the very beginning. Now, some of this was driven by just kind of the time I showed up in October and we were going public in November. So it was like a really big focus day. We got to get the dispatch process completed and go public. We also didn't have a lot of other people on the team. Like it was me, Chief Product Officer in the CFO, kind of like the leadership and then everything else needed to be built out. And so there was like a lot of building the plane while we were flying it.

39:04But I heard from people, hey, like we need to hear more from George in terms of what's his vision for where he wants to take the business. And I had a very strong vision and I thought I talked about it, but not anywhere near enough. It turned out and so that's one thing I would have done differently in the first 60, 90 days if I had to redo that again. Can I ask, what would you do if you knew you couldn't fail in doing it? Have two more kids. Why would you worry about failing in doing that? Well, kids are really important to me. So I'm a very unusual gay guy in that sense. I always knew I wanted children, frankly, coming out was partly difficult because I'm like, wow, what's it going to mean to my ability to have kids?

39:41because when I was going through this whole coming out process, like, Syracuse was not a thing yet. Game and having children was not that common. And so having kids was a very big deal to me. And, you know, what my husband and I agreed on is if we're past 45, we're not going to have more children. Because we just felt like you're too old. After having two kids and given how much time we spent on our children and how important they are to us, like, I'm probably the only Russell 3000 CEO that, like, like regularly shows up at school, is that like almost every dinner with my children like six to seven PM is like massively sacred.

40:16And yes, sometimes I'm not there, but like 90 % of the time I'm there. And so they're really critical to me. I don't know if I could do that with two more kids because kids are a lot of work. I just don't know if I have more than me to be able to give as much time to my, to cause I already have two more children than I would wanna have and be as good at the job I do. I don't know if there's enough of me for that. And so that's kind of what I mean by could I do it all? But if I was younger 35 I could wait for another five years have my kids be 10 and then have more kids But that's not an option.

40:49So that's kind of what I mean But like I could I could fail is it possible to be a really good CEO a really good father and a really good husband Oh, that's a tough one. I try to be a really good husband I'm I'm husband tries to be really good to me but we definitely are focused on each other a lot less today because so much of our energy goes to our children. But that's again a choice that we made, right? Like part of us being a couple is that we wanted to be a really good parents and we wanted kids. And frankly, I would exclude a lot of people as potential partners because they didn't want to have children.

41:20Like it was a very early conversation topic on any day that I ever went on. Because if you didn't want to have kids, we might have everything else going for us, but we wasn't going to go nowhere. So you definitely give up a lot if you want to be a really good dad I probably am not as good a husband today as I was before we had children Did having children change how you think about the style with which you lead? I think what I would say is the opposite the way I think about my employees and what I learn from them Really shapes things about how I approach my kids But things I learn about being a dad also do shape how I think about my employees because because so much of our behavior patterns are formed when we're young and we don't really appreciate that.

42:02And so I sometimes notice things about my team members in their behavior patterns before I would have never fought about it this way, but I'm like, oh, they must have really picked this up when they were young because I'm noticing my kids pick certain things up now when they're really young. Or I read about how XYZ behavior of a parent's results in this type of behavior in children. I'm like, oh, this is probably what's happening with my employees as well. So that I've definitely kind of learned and I have a totally new appreciation for helping my team members understand their behavior patterns and where they came from and how we can work around those.

42:37Because again, I don't believe you can change everything about yourself. You can change some things but not all. But you need to build structures around each person to make them be successful. Going back to the business, I thought when you're throwing off as much cash as you are George. What do you do with it? Do you do dividends? Is it buybacks? Is it acquisitions? What does one do when you have this free cash flow machine that you do? One thing I can say is very clearly, when are going to hoard cash for acquisitions? If there are acquisitions that are interesting at some point that we want to do, we'll deal with that at that point.

43:08But I don't think it's the right thing to do, to kind of just hoard cash and hope that something happens. We really believe there's a huge organic opportunity here and that's what we're really focused on. We're going to kind of look at what is the right approach to get cash to our shareholders at the time when we're doing it. We're not quite there yet. We have debt. We're paying down that debt. We want to get down to 1 .5 to 2x EBITDA on the debt. We'll get this soon and then we'll kind of at a board level make a decision on what is the right approach but in general, you know, we've never kept a lot of cash in our balance sheet and I don't we're gonna choose to keep a lot of cash for our reason.

43:46Can I finish with a bit of a story time? The business has this unbelievable kind of story. It's gone public. It was owned by a Chinese company, I think it was. I used to love story time at school, you know, and they say, hey kids, sit around. Can we just do a bit of that? Which is like, it was bootshot by one person who built it to being owned by a child. What happened? So by Wink Joel Simkai, who found a grinder like what an incredible story. I like this guy is not an engineer, has this idea of building this company into something massive and a global brand. So he wanted to create liquidity for himself after having building this business.

44:22Renner process, I think, had a bunch of offers, but best offer came from a company called Kunlin, which is a Chinese conglomerate, and he took that offer. Offer wasn't two parts, they bought 49 % first and then had the right to buy majority later. And then as soon as they were able to exercise that, they exercised it, and then they fired him. And so he was out of the business. But right away when they had 50 % plus control, CIFIAS, which is the US government committee that manages international investments, came and said, whoa, you never cleared this transaction with CIFIAS, and we don't believe it's okay for a Chinese company to own a company with this much important data.

45:00And there were 100 % right kudos to US government for doing what they did. It was a great move. and so they forced a divestiture. And it was like the first SIFIUS forced a divestiture and definitely the most prominent one that had ever happened. So Kunlin knew that they couldn't own grinder for the long haul. Unfortunately, significantly disinvested in grinder during that period of time, in terms of product investments, business investments. And in 2020, a random process to sell grinder, there were a bunch of bitters, but the winning bet came from these three individuals that came together into an organization called San Vicente.

45:34they kind of often have described as like a private equity and there's some private equity there, but they were not really kind of private equity people and they bought a grinder from Conlon in the middle of COVID. Signed the Trump sheet before COVID lockdowns happened and closed the transaction in June 2020. Pretty remarkable when you think about it. And even more crazy, the entire engineering team, which was at this point was in Taiwan, quit when the transaction happened. And Grindr's code base on the back end was all a monolith at this point. So like one mistake could shut down the whole product.

46:07So it was a very precarious period. Super impressive that these guys then said, okay, we're gonna really focus on the grinder for the long term, broad and a temporary management, which hired lots of engineers, and a lot of work was done to increase the stability of the product, make the code based lot better, dramatically investing kind of this technical debt improvements that need to be done. And then they went looking for long term management and public company management, and that's how they recruited me and then we went to public. So the individuals who bought Grindr from Chinese ownership really saved this company in a pretty big way and was a really remarkable film.

46:45I think one of your questions you were kind of asking was it a distress asset when they bought it? No, not at all. Because the product was still actually growing. User base was growing. Revenue was growing. There was very little investment happening in the company but it was not a distress at all. It was actually a very successful business. It just was made into even more successful business of the last four years. What an amazing story, huh? Yeah, it is a really incredible story. Final one for the quick part, what would it take for Grindr to be a $30 billion company? Hopefully, as being really good at execution and building out these new use cases, the what we call gave a hood expansion use cases, healthcare and wellness, travel.

47:23I think there are others that we are thinking about. I think networking and jobs is another really big opportunity. building those out and becoming successful in them. And then it's just now, for like, if we continue growing our revenue and maintain really good EBITDA, market capital kind of take care of itself. George, I've absolutely loved this. I'd love to do a quick fire with you. So I say a short statement, you give me your immediate thoughts. Is that okay? Well, do my best. The happiest things in life are not iron or gold, but unmade decisions. What unmade decision ways on you most, George?

47:53I make decisions all the time. Like, that's my entire job, right? and I do that at home all the time too. So I actually don't have a lot of decisions I've not made because guess what, if you don't make a decision, that's still making a decision. One of my team members said, yeah, sometimes like, I'll ask you three questions and you'll answer only two and I've learned that that means that you're like, thinking about something and I'm like, yeah, but I also realized that you need an answer and when I don't give you that answer, that's basically telling you no. Most of my decisions are no's and so I don't really have that many that I can't like speak to.

48:21I guess, yeah, it reminds me of actually kind of a statement that those who know they can and those who know they can't are both probably right. Yeah, in a sense. What have you changed your mind on in the last 12 months? So I believe that AI is going to be more of an infrastructure level layer as a solution rather than at a product level, in a way, in a sense, like adding application layer companies and products ultimately are going to be overtaken by an infrastructure solution because there's going to be a universal AI that does a lot of things for you. But in terms of how you think about the product and then I'm not changing my mind on that I think I've had that going to be for a while But how we get there is going to require small pieces of AI to come into our lives at various points in our product experiences All of our products that we use because we are not going to quite get to that ultimate goal for quite some time And I think I've adopted how quickly I believe we'll be getting there and that building these like small experiences makes more sense than trying to kind of have one big AI that does a lot of things all at once for a user.

49:23Got you. So just so I understand, you don't think that infrastructure models, basically you open AI to anthropics will subsume the application layer. Long term, I don't think you're going to need an Assana with AI. You're going to just have an AI, TBD, how you engage with it. That's going to tell every many other AI's what to do. You can have a lot of agents that are specific, and there's going to be one agent that's telling all the other agents what to do, and you're going to be talking to that one agent. But it's going to take a while to get there. My initial perspective was, oh, we'll be able to get to that one agent quickly and let's go work on that.

49:57But actually, I think you're going to need these smaller agents first that are more narrow in the nature before we can go to the one big agent. So as an example of how to think about this from a grind of perspective, we're going to have a more success building a feature that summarizes your chat history with somebody and gives you a really nice summary. You've talked to this guy for six months and here are all the things you learn about him that are helpful for you to have as a summary versus a bot that is able to talk to a person for you. He's going to take a lot more time to get the latter done versus the former and there's a lot of benefit of kind of launching these smaller features that will be benefiting users with AI while we work on kind of the more transformative AI features that it will take longer.

50:42What's your favorite consumer brand and why? You know, I kind of stick to things I like and don't change and then I discover something I like and I will stick to that for a long time. So I discovered worry about three and a half years ago actually I didn't discover my husband discovered worry about three and a half years ago now all my pants except for one pair of jeans that are boring even like when I wear suits I like a black 40 pants that I wear because there's so much better and the reason is because they're so comfortable on your hips and your waist because all these other pants are not as comfortable because they're not as stretchy and these guys are and I like really love that.

51:19You can be CEO of any other company for a day, which company do you choose? I believe that impossible things are possible. And I really, really believe that it's like my core mission. I've got a core like value statement in life is doing impossible things. It's the thing I've taught my kids from the very beginning. And so when my son who loves Legos, he built this Lego behind me, even though he's only five and that's like 18 -year -old Lego, he does them and sometimes they say, Oh, can't do this. Can you help me? I'm like, no, man. What's our motor? It's like nothing is impossible and they kind of go do it.

51:49So whenever I think, like when I think about that, I'm like, okay, like if I say this, like, what's the company actually would want to go after and like be a CEO of it? And, and, and I don't know. So I'm going to answer the one that's actually impossible, which is I would probably be want to be president of the United States for a day. And that's actually impossible because I was not born in the United States. Well, it's a good answer, let's. Final one. What question are you not often ever asked. The easier you should be asked. It's surprising to me how little people talked to me about my upbringing in the Soviet Union.

52:19I learned this when I was first starting to raise money for companies kind of talking to VCs. I saw this bifurcation 10 plus years ago and so VCs were like older and kind of were young adults in the 1980s. Had a very different thought about my background versus VCs for younger. Younger VCs never lived in a world where there was a real tyranny that they were like confronted with. There are real tyrannies in the world, China is a complete and not a tyranny, obviously, but we don't think of it that way because it pretends to have free market economics, which it really doesn't, but people think it does.

52:53But people who are kind of our older and who like saw the Soviet Union and remember it, realize what real tyranny is like. And so they have, I think, a different appreciation for people who like go up in that environment and both like what it means to have left that environment and be in a free place now and what it takes to do that, but also just like how it shapes your brain and the choices that you make. So that's the piece where like it's a really big part of who I am and how I make decisions, but a lot of people I think don't fully get and don't ask me as many questions as they probably should.

53:22Well specifically about it, do you think they should know? I think when you grow up in fear of a risk of what you might say, it really hurts you, you have a very different perception for how important freedoms are. I come to everything from like, okay, we gotta be protective of freedom, point of view, versus like, not. Right? And that's not instinctually. I think how everyone else thinks. George, I've so enjoyed this. I think you can tell from my kind of wavering around the schedule that we had prepared. Thank you so much for being such a fantastic guest. And I've just loved having you on the show.

53:55No, thanks for having me. And I had a lot of fun too. This is a really good conversation. Now, if you want to watch that full conversation on YouTube, you can find it by searching for 20 VC, that's 2 -0 VC on YouTube for more there. But before we leave you stay, one of the easiest investment decisions I have made over the last three years is investing in 11X. Their digital workers don't just automate tasks, they transform your business with 24 -7 operations, multilingual capabilities and human -like intelligence, they're revolutionising how work gets done. From prospecting to closing, 11X is the all -in -one platform that allows you to reduce costs, increase pipeline and boost conversion rates.

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56:30As always, I so appreciate all your support and stay tuned for an incredible episode coming this Friday.

From the publisher

George Arison is the CEO of Grindr. The app that results in 40% of lesbian and gay marriages, the average user uses the app for 1 hour per day and sends more messages on Grindr than they do Whatsapp. The company will do over $300M in revenue in 2024 with a 40% EBITDA margin. One of the insane public company success stories. Prior to Grindr, George was the Founder and CEO of Shift, which he took public in 2020.

In Today’s Episode with George Arison We Discuss:

1. Wild Story of How the Chinese Bought and Lost Grindr: 

  • How did the Chinese come to buy Grindr and then fire the founder?

  • Why did the US government force the sale of the company from the Chinese?

  • What happened when the whole development team was in Taiwan and then resigned overnight?

  • George got the CEO role in Sept and the company went public in Oct. How did that all happen so fast?

2. How Grindr is a Free Cash Flow Machine:

  • What are the three core ways that Grindr is able to print money with a 40% EBITDA margin?

  • Why does Grindr not spend any money on marketing or customer acquisition?

  • Why does George think that most companies have way too many people?

  • Why does George believe that most startups are very badly managed?

  • What will Grindr do with the insane amount of free cash flow the company is producing?

3. Lessons Building Grindr to $300M in Revenue:

  • What has George done with Grindr that he wishes he had not done?

  • What has he not done that he wishes he had done?

  • Why does George not make political statements today? Does George think we have freedom of speech when CEOs face such repercussions for political views?

  • What does Wall St not understand about Grindr that it really should understand?

 

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