Eventbrite's Journey to Profitability

Eventbrite faced the challenge of transitioning to a path of sustainable profitability after becoming post-product market fit but not profitable. They realized that their one-size-fits-all pricing model was getting lost in the noise due to their diverse customer segments. To capture more value, Eventbrite underwent a comprehensive pricing model change, introducing a three-tiered package system. Despite the risks involved, they conducted experiments, analyzed segments' price sensitivity, and ultimately made the necessary pricing adjustments. This decision led to positive outcomes, including increased revenue per customer and momentum in the total creator account.