How can Eventbrite enhance its event ticketing system to reduce no-shows and last-minute cancellations?

Introduction

To enhance Eventbrite's ticketing system and reduce no-shows and last-minute cancellations, we need to analyze user behavior, identify pain points, and develop targeted solutions. I'll approach this challenge by examining key stakeholders, segmenting users, analyzing pain points, generating solutions, and proposing metrics for measurement.

Clarifying Questions

• Looking at Eventbrite's position in the market, I'm curious about the scale of the no-show problem. Could you share what percentage of ticket holders typically don't show up for events?

Why it matters: This helps quantify the problem and determine the potential impact of our solutions. Expected answer: Around 10-15% of ticket holders don't show up. Impact on approach: A higher percentage would justify more aggressive measures.

• Considering user behavior, I'm wondering about the timing of cancellations. Do we have data on when most cancellations occur relative to the event date?

Why it matters: This information will help us target interventions at the most critical times. Expected answer: Most cancellations happen within 48 hours of the event. Impact on approach: If true, we'd focus on last-minute engagement and reminders.

• Thinking about Eventbrite's business model, I'm interested in understanding how no-shows impact revenue. Is the primary concern lost revenue from unsold tickets, or are there other significant business impacts?

Why it matters: This helps us align our solutions with Eventbrite's business goals. Expected answer: Both lost revenue and decreased customer satisfaction for event organizers. Impact on approach: We'd need to balance solutions that benefit both Eventbrite and event organizers.

• Considering the competitive landscape, I'm curious about any unique features Eventbrite currently offers to address this issue. What strategies, if any, are already in place to reduce no-shows?

Why it matters: This helps us avoid duplicating existing efforts and identify gaps in the current approach. Expected answer: Basic email reminders and waitlist functionality. Impact on approach: We'd focus on enhancing existing features and introducing new, innovative solutions.