Should Eventbrite prioritize improving its ticketing features for large-scale events or focus on enhancing tools for smaller, community-based gatherings?

Introduction

The trade-off we're examining today is whether Eventbrite should prioritize improving its ticketing features for large-scale events or focus on enhancing tools for smaller, community-based gatherings. This decision is crucial for Eventbrite's growth strategy and user satisfaction. I'll analyze this trade-off by examining the product context, potential impacts, key metrics, and experimental approaches to inform a data-driven recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking about Eventbrite's current market position. Could you share any recent shifts in user behavior or competitive landscape that might be driving this decision?

Why it matters: Helps frame the urgency and strategic importance of the trade-off. Expected answer: Increased competition in large-scale events or growing demand for community tools. Impact on approach: Would influence which segment to prioritize based on market opportunities.

• Business Context: Based on Eventbrite's revenue model, I assume ticketing fees are a significant income source. How does the revenue split compare between large events and smaller gatherings?

Why it matters: Helps quantify the potential financial impact of focusing on either segment. Expected answer: Large events contribute more per event, but smaller events have higher volume. Impact on approach: Would inform the balance between short-term revenue and long-term growth potential.

• User Impact: I'm curious about user retention patterns. Do we see differences in platform stickiness between organizers of large events versus community gatherings?

Why it matters: Indicates which segment might drive more sustainable growth. Expected answer: Community organizers might have higher frequency but lower ticket volumes. Impact on approach: Could influence whether to focus on increasing large event acquisition or small event retention.

• Technical: Considering our current architecture, are there any significant technical barriers to scaling either large event features or community tools?

Why it matters: Helps assess the feasibility and resource requirements for each option. Expected answer: Large events might require more robust infrastructure improvements. Impact on approach: Would affect the timeline and resource allocation for implementing changes.

• Resource: How flexible is our development team capacity? Can we potentially pursue both improvements in parallel, or do we need to choose one direction?

Why it matters: Determines if this is a strict either/or decision or if a hybrid approach is possible. Expected answer: Limited resources require prioritization of one area. Impact on approach: Would shape the recommendation towards a focused strategy or a phased approach.