Techniques are provided for offering a deal to a group of users, and for determining differential discounts for the users of the group that participate in the deal. A deal is offered to users of a group of users formed in association with a corresponding topic. Each user of the group is enabled to selectively accept the deal. The deal is confirmed with a plurality of users of the group that accepted the deal. Discounts for the deal are differentially assigned to the plurality of users based on at least one parameter such that at least two users that accepted the deal have discounts that are different from each other.