Eventbrite ft. Julia Hartz - A thriving events company took 14 years to build and nearly disappeared in 14 days
Crucible Moments
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Adapt Pricing to Meet Diverse Needs
Eventbrite faced a challenge with its original per-ticket transaction fee revenue model, as it catered to a wide range of customer segments, including both paid and free events. This broad audience created a situation where the product and pricing were not effectively aligned with the varying needs and willingness to pay of different segments. To avoid becoming a commoditized service and to achieve profitability, Eventbrite recognized the necessity to evolve its pricing strategy to better capture value and address the diverse requirements of its user base.
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