Crucible Moments Eventbrite ft. Julia Hartz - A thriving events company took 14 years to build and nearly disappeared in 14 days
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Oct 5, 2023 Julia Hartz, CEO of Eventbrite, discusses the challenges of building and reinventing the events company during a global shutdown. Topics include transitioning to sustainable profitability, learning from a crisis and evaluating acquisitions, challenges faced after acquiring Ticketfly, adapting to the COVID-19 pandemic, reflections on leadership and rebuilding, and the future of events in the evolving landscape.
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Tailor Pricing to Customer Segments
- Analyze your customer segments and tailor pricing accordingly.
- Eventbrite's one-size-fits-all pricing model hindered its ability to capture value effectively.
Developing a Tiered Pricing Model
- Julia Hartz spent considerable time developing a three-tiered pricing model for Eventbrite.
- This process involved intense discussions, multiple iterations, and a focus on customer clarity.
CEO Leadership in Pricing Changes
- CEOs must lead significant changes like pricing adjustments.
- This is crucial because they are ultimately accountable for the consequences.