EVENTBRITE
Pricing & Packaging Strategy
The question
Eventbrite was evaluating how its product should be priced and packaged for different types of event hosts.
The question was bigger than what customers were willing to pay.
We needed to understand what event hosts actually valued, how needs differed across customer types, and how pricing and product features could be structured to support both customer retention and business growth.
The signals
The work explored how event hosts responded to different combinations of pricing structures, product features and usage levels.
Several themes emerged:
Different types of event hosts valued different things.
Existing customers and prospective customers did not always prefer the same pricing model.
Higher-value event hosts were willing to consider paying more when the additional value was clear.
Some product features mattered far more than others when event hosts evaluated an offer.
The gap
The central tension was balancing the needs of existing customers with the opportunity to create more value from higher-need event hosts.
A pricing structure designed only to minimize disruption could limit growth.
But a model focused too heavily on monetization could create unnecessary friction for event hosts with simpler needs.
What became clear
A single pricing approach would not work equally well for everyone.
The stronger strategy was to create clearer differentiation between offers based on event host needs and the value being delivered.
Higher prices needed to come with meaningful increases in functionality and flexibility rather than simply repackaging the same experience.
The Influence
The work gave the business a stronger framework for evaluating pricing and packaging tradeoffs and helped inform how different event host needs, product features and revenue considerations could come together in a future portfolio.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Follow our strategic perspectives
EVENTBRITE
Pricing & Packaging Strategy
The question
Eventbrite was evaluating how its product should be priced and packaged for different types of event hosts.
The question was bigger than what customers were willing to pay.
We needed to understand what event hosts actually valued, how needs differed across customer types, and how pricing and product features could be structured to support both customer retention and business growth.
The signals
The work explored how event hosts responded to different combinations of pricing structures, product features and usage levels.
Several themes emerged:
Different types of event hosts valued different things.
Existing customers and prospective customers did not always prefer the same pricing model.
Higher-value event hosts were willing to consider paying more when the additional value was clear.
Some product features mattered far more than others when event hosts evaluated an offer.
The gap
The central tension was balancing the needs of existing customers with the opportunity to create more value from higher-need event hosts.
A pricing structure designed only to minimize disruption could limit growth.
But a model focused too heavily on monetization could create unnecessary friction for event hosts with simpler needs.
What became clear
A single pricing approach would not work equally well for everyone.
The stronger strategy was to create clearer differentiation between offers based on event host needs and the value being delivered.
Higher prices needed to come with meaningful increases in functionality and flexibility rather than simply repackaging the same experience.
The Influence
The work gave the business a stronger framework for evaluating pricing and packaging tradeoffs and helped inform how different event host needs, product features and revenue considerations could come together in a future portfolio.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.