Eventbrite

To democratize live experiences by powering meaningful events worldwide

Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

Sub organizations:

SWOT Analysis

Updated: September 17, 2025 • 2025-Q3 Analysis

This SWOT analysis reveals Eventbrite's strong market position in self-service ticketing, yet highlights critical challenges. The platform's creator-first approach and global infrastructure remain competitive advantages, but profitability pressures and intensifying competition from Facebook Events demand immediate action. The company must leverage its technology foundation to expand into enterprise markets while developing AI-powered discovery capabilities. Success requires balancing creator value with sustainable unit economics, particularly as hybrid events reshape the landscape. Strategic focus on international expansion and revenue diversification will determine long-term viability.

Ticketmaster StubHub Facebook Events Meetup Splash

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To democratize live experiences by powering meaningful events worldwide

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Strengths

PLATFORM: Market-leading self-service event platform with global reach
NETWORK: Strong creator community with 4M+ annual events hosted
BRAND: Recognized brand with high creator trust and loyalty
TECHNOLOGY: Robust ticketing infrastructure handles high-volume
MOBILE: Strong mobile experience drives attendee engagement

Weaknesses

PROFITABILITY: Persistent losses despite revenue growth efforts
COMPETITION: Losing market share to Facebook and Meetup
PRICING: Fee structure criticism from price-sensitive creators
DISCOVERY: Limited event discovery compared to social platforms
RETENTION: Creator churn in competitive segments increasing

Opportunities

HYBRID: Post-pandemic hybrid events create new revenue streams
INTERNATIONAL: Untapped international markets for expansion
AI: Event personalization and discovery through AI integration
ENTERPRISE: Corporate event market expansion opportunity
MONETIZATION: Additional revenue streams beyond ticketing fees

Threats

FACEBOOK: Facebook Events free alternative threatens pricing
RECESSION: Economic downturn reduces discretionary event spending
REGULATION: Payment processing regulations increase compliance
CONSOLIDATION: Ticketmaster expansion into self-service space
SUBSTITUTION: Virtual event platforms reduce live attendance

Key Priorities

Expand enterprise and international markets for growth
Develop AI-powered discovery to compete with social
Diversify revenue streams beyond traditional ticketing
Improve creator retention through value enhancement

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Strategic OKR Plan

Updated: September 17, 2025 • 2025-Q3 Analysis

This SWOT analysis-driven OKR plan strategically addresses Eventbrite's critical challenges while capitalizing on growth opportunities. The profitability focus directly tackles the company's biggest weakness, while enterprise expansion leverages existing platform strengths into higher-value segments. AI-powered discovery counters competitive threats from social platforms, and global scaling maximizes the international opportunity. Each objective includes measurable outcomes that align with sustainable growth and improved unit economics, creating a comprehensive roadmap for achieving the mission of democratizing live experiences worldwide.

Ticketmaster StubHub Facebook Events Meetup Splash

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To democratize live experiences by powering meaningful events worldwide

DRIVE PROFITABILITY

Achieve sustainable unit economics and positive EBITDA

EBITDA: Achieve positive adjusted EBITDA of $15M by Q4 through cost optimization
EFFICIENCY: Reduce customer acquisition cost by 25% via improved conversion funnels
RETENTION: Increase creator retention to 88% through enhanced platform value
PRICING: Optimize take rates achieving 4.2% average without creator churn

EXPAND ENTERPRISE

Capture corporate and large organization event market

LAUNCH: Ship enterprise product suite by Q3 with advanced analytics features
SALES: Close 150 enterprise deals generating $25M annual recurring revenue
TEAM: Build 20-person enterprise sales team with proven B2B experience
FEATURES: Deploy white-label and SSO capabilities for enterprise clients

ENHANCE DISCOVERY

AI-powered event discovery beats social platforms

AI: Launch personalized event recommendations increasing discovery by 35%
MOBILE: Release new mobile discovery experience driving 50% engagement
SEARCH: Improve event search relevance increasing conversion rates by 20%
SOCIAL: Integrate social sharing features boosting viral coefficient to 1.4

SCALE GLOBALLY

Expand international presence and market share

MARKETS: Enter 5 new international markets generating $20M revenue
LOCALIZATION: Deploy localized payment methods in 10 key countries
PARTNERSHIPS: Establish 15 strategic partnerships for market entry
GROWTH: Achieve 40% international revenue growth year-over-year

METRICS

Gross Ticket Sales: $1.2B
Creator Retention: 88%
Adjusted EBITDA: $15M

VALUES

Be Bold
Champion Creators
Build Trust
Own It
Think Globally

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Eventbrite Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q3 2024 earnings report and investor presentation
SEC 10-K and 10-Q filings for financial performance data
G2 customer reviews and satisfaction scores analysis
Industry reports on event technology market trends
Competitor analysis of Ticketmaster and Facebook Events
Customer retention and churn data from earnings calls

Ticketmaster StubHub Facebook Events Meetup Splash

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To democratize live experiences by powering meaningful events worldwide

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What Went Well

REVENUE: Gross ticket sales growth exceeded guidance
RETENTION: Creator retention rates improved year-over
MOBILE: Mobile app engagement increased significantly
INTERNATIONAL: International revenue growth outpaced US
COSTS: Operational efficiency improvements delivered

Not So Well

PROFITABILITY: Failed to achieve positive EBITDA target
COMPETITION: Market share loss to free alternatives
GUIDANCE: Lowered full-year revenue guidance twice
CHURN: Creator churn in key segments increased
MARGINS: Take rate compression from competition

Learnings

FOCUS: Need clearer focus on profitable growth
VALUE: Must demonstrate superior creator value prop
EFFICIENCY: Operational leverage still not achieved
POSITIONING: Market positioning needs refinement
EXECUTION: Execution consistency requires improvement

Action Items

PROFITABILITY: Achieve positive unit economics by Q4
ENTERPRISE: Launch enterprise product by Q3
AI: Deploy AI discovery features by Q2
RETENTION: Reduce creator churn by 15%
INTERNATIONAL: Expand to 5 new markets

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Eventbrite Market

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q3 2024 earnings report and investor presentation
SEC 10-K and 10-Q filings for financial performance data
G2 customer reviews and satisfaction scores analysis
Industry reports on event technology market trends
Competitor analysis of Ticketmaster and Facebook Events
Customer retention and churn data from earnings calls

Founded: 2006 by Julia and Kevin Hartz
Market Share: 15% of self-service event ticketing
Customer Base: Event creators and attendees globally
Category:
Event Technology
Location: San Francisco, California
Zip Code: 94103
Employees: 1,200+

Competitors

Ticketmaster

StubHub

Facebook Events

Meetup

Splash

Products & Services

No products or services data available

Distribution Channels

Eventbrite Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q3 2024 earnings report and investor presentation
SEC 10-K and 10-Q filings for financial performance data
G2 customer reviews and satisfaction scores analysis
Industry reports on event technology market trends
Competitor analysis of Ticketmaster and Facebook Events
Customer retention and churn data from earnings calls

Problem

Event creation complexity frustrates creators
Limited event discovery hurts attendance
High upfront ticketing costs barrier entry
Manual processes waste valuable time daily

Solution

Self-service platform simplifies creation
Global marketplace increases discovery
No upfront costs democratize access
Automated tools streamline operations

Key Metrics

Gross ticket sales volume and growth rate
Creator retention and platform engagement
Take rate and revenue per transaction
Event success and attendee satisfaction

Unique

Creator-first platform design philosophy
No upfront costs business model approach
Global reach with local market focus
Comprehensive event lifecycle management

Advantage

Strong network effects from creator base
High switching costs for active creators
Brand recognition in event creator market
Integrated payment processing capabilities

Channels

Direct web platform and mobile access
Creator word-of-mouth referral program
Content marketing and SEO strategy
Partnership integrations and affiliates

Customer Segments

Small-medium independent event creators
Nonprofit organizations running fundraisers
Corporate teams organizing company events
Educational institutions hosting programs

Costs

Technology development and infrastructure
Customer acquisition marketing campaigns
Payment processing and transaction fees
Employee compensation and operations

Eventbrite Product Market Fit Analysis

Updated: September 17, 2025

Eventbrite democratizes live experiences by providing creators a commission-based ticketing platform with global reach, eliminating upfront costs while offering powerful management tools. The platform connects passionate communities through seamless event discovery and attendance, driving billions in ticket sales across 180+ countries annually.

No upfront costs democratize event creation

Global reach amplifies event discovery

Creator-first tools drive event success

Before State

Manual event management processes drain time
Limited reach for event discovery hurts
Complex ticketing systems frustrate creators
High upfront costs barrier to entry exists
Poor attendee experience damages events

After State

Streamlined event creation and management
Global reach for event discovery success
Simple ticketing increases creator success
No upfront costs enable more events
Seamless attendee experience builds loyalty

Negative Impacts

Lost revenue from poor event management
Reduced attendance due to discovery issues
Creator frustration leads to abandonment
High costs prevent event creation
Bad experiences hurt event reputation

Positive Outcomes

Increased event revenue and attendance
Expanded creator reach and engagement
Reduced time spent on event logistics
Lower barriers to event creation
Enhanced attendee satisfaction scores

Key Metrics

85% customer retention

8.2 NPS score

15% user growth

Mixed G2 reviews

70% repeat usage

Requirements

User-friendly platform design needed
Strong marketing and SEO capabilities
Reliable payment processing systems
Mobile-first attendee experience
Creator education and support tools

Why Eventbrite

Continuous platform innovation and updates
Data-driven event discovery algorithms
Seamless payment and checkout process
Mobile app optimization for users
Creator success program implementation

Eventbrite Competitive Advantage

Lower fees than traditional competitors
No upfront costs unlike other platforms
Better creator tools and analytics
Stronger focus on small-medium events
More intuitive user experience design

Proof Points

4+ million events created annually
180+ countries with active events
85% creator satisfaction rate
Billions in gross ticket sales
Award-winning platform design

Eventbrite Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q3 2024 earnings report and investor presentation
SEC 10-K and 10-Q filings for financial performance data
G2 customer reviews and satisfaction scores analysis
Industry reports on event technology market trends
Competitor analysis of Ticketmaster and Facebook Events
Customer retention and churn data from earnings calls

What You Do

Self-service event ticketing and management

Target Market

Event creators and experience seekers

Differentiation

Creator-first platform
No upfront costs
Global reach
Easy-to-use tools

Revenue Streams

Ticket fees
Payment processing
Premium features
Advertising

Eventbrite Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q3 2024 earnings report and investor presentation
SEC 10-K and 10-Q filings for financial performance data
G2 customer reviews and satisfaction scores analysis
Industry reports on event technology market trends
Competitor analysis of Ticketmaster and Facebook Events
Customer retention and churn data from earnings calls

Company Operations

Organizational Structure: Public company with global operations
Supply Chain: Cloud-based SaaS platform infrastructure
Tech Patents: Event discovery and ticketing technology
Website: https://www.eventbrite.com

Top Clients

Board Members

Eventbrite Competitive Forces

Threat of New Entry

MEDIUM: Technology barriers are low, but network effects and creator relationships provide some protection

Supplier Power

MEDIUM: Payment processors and cloud providers have moderate power, but multiple options exist for switching

Buyer Power

HIGH: Event creators have numerous free alternatives like Facebook Events, giving them significant negotiating power

Threat of Substitution

HIGH: Social media platforms, direct sales, and virtual events provide viable alternatives to ticketing

Competitive Rivalry

HIGH: Intense rivalry with Ticketmaster, Facebook Events, Meetup, and emerging platforms competing on features and pricing

Analysis of AI Strategy

Updated: September 17, 2025 • 2025-Q3 Analysis

Eventbrite's AI strategy analysis shows significant potential through rich data assets and existing infrastructure, yet reveals concerning gaps in execution capability. The company's treasure trove of event and attendee data creates a foundation for powerful personalization engines, but limited AI expertise threatens competitive positioning against tech giants. Immediate priorities should focus on AI-powered discovery to combat Facebook's advantage and creator success tools to enhance platform stickiness. Strategic partnerships could accelerate AI development while internal investment builds core capabilities. Success depends on translating data advantages into creator value through intelligent recommendations, pricing optimization, and operational automation that directly impacts the bottom line.

Ticketmaster StubHub Facebook Events Meetup Splash

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To democratize live experiences by powering meaningful events worldwide