I started this company with two other friends from YC companies: Nick Alexander and Michael Yuan. It was really to scratch a personal itch: online pricing. When you're selling something online (especially a virtual good) choosing a fair price is hard. Most people (including me) seem to guess.

I felt like there must be a better way, where econ & math is used instead of intuition.

Freshplum grew out of that. After building the company to solve that need we realized that analytics can help online businesses in several different ways - not just pricing. We now how a more holistic focus on helping companies understand their online business through analytics.