Exploring the Growth Story of Eventbrite: An Inside Look

In 2012, I had the opportunity to visit Eventbrite, a Silicon Valley-based startup that has revolutionized the way people discover and attend events. During my visit, I met with Tamara Mendelsohn, the VP of Marketing; Kevin Hartz, the CEO, and Founder; Julie Thompson, the VP of Product; and Miles Barroco, the HR Manager. In this blog post, I'll share my notes on their insights, strategies, and culture and provide an inside look into how Eventbrite scaled so rapidly.

The Importance of Focus and Experimentation

Tamara Mendelsohn shared that scaling happened fast for Eventbrite, and it was essential to focus on what was working and forget what was not. As a startup, wasting any time is not an option. The company needed to strategize its events and combine social graph and events to become a consumer brand that allows people to make the most of their time. Regarding international expansion, Eventbrite saw a random demand in Italy and Australia, so they opened an office in London and launched in French for Canada and France. However, each market is an experiment, and the company tested different things in different markets to see what worked.

Verticalizing and Personalizing

Eventbrite's CEO and Founder, Kevin Hartz, shared that instead of going after giant events, the company built a simple transactional platform that everyone could use, from a garage band to a broad range of events. The challenge was not to over-expand and to stay focused on diversity. The company aimed to become a global consumer brand and vertically align with niche events such as endurance races and music festivals. By personalizing invitations, they could cater to their customers' specific interests.

Culture and HR

Eventbrite's culture was a big focus during my visit. Julie Thompson, the VP of Product, shared that the company was shifting its focus to think about its consumers/buyers and trying to find a balance between B2B talking to event organizers and B2C. The company rolled out a project-driven YouCreate interface that involved user research and prototyping to get the features right. Miles Barroco, the HR Manager, shared that hiring was a crucial aspect of Eventbrite's culture, and the number one rule was not to hire assholes. The company aimed to hire people passionate about their product and had a work plan, even for internships.

Eventbrite's growth story is inspiring and a testament to the importance of focus, experimentation, and culture. Eventbrite is poised for continued growth and success by verticalizing and personalizing its platform.