Andy Yen, Gayathri Somanth , Neelu Gutch , Shanthi Sambathkumar

1. Andy Yen, GayathriSomanth, NeeluGutch, ShanthiSambathkumar

2. How Users Currently Use Eventbrite enables people all over the world to post, promote, and track any event Organizers Promote the Event with Tools 3. Organizers Manage Event Entry 1. Organizers Create an Event Webpage

3. The Problem • Eventbrite has always been known as an event management platform • Eventbrite wants to increase the number of users on its platform for search and discovery • To change the perception of Eventbrite from an event organizing platform to a two-sided Marketplace, Eventbrite must: • Identify consumer behavior patterns in planning social events • Identify consumer needs and wants • Create new product features to attract new users and demand • Our project scope – City of San Francisco

4. So Many Choices…

5. Research Design

6. Secondary Research - Eventbrite’s Study Study 2: Understanding Behavior of High-Value Attendees Study 2: Understanding behavior of High Value Attendees Study 1: Understand Characteristics of High Value attendees • High-Energy and Social People • Motivated by exposing themselves to new and different experiences • No Fear of Missing Out • Flexible Schedules • More engaged in social media • Attend at least 1 event per month • Make Up 29% of US population • Consume 82% of all ticket sales • More career focused, higher income • More educated • More likely to have twitter and LinkedIn accounts • Older* • Internet and social media savvy How Might Eventbrite Attract Higher-Value Attendees to its Event Management Platform?

7. Where we come in – Deeper Segmentation Eventbrite 2 Our Goal 1 Broad Segmentation for Addressable Market Deep Segmentation for Product Needs Behaviors: Search, event attendance and social sharing Benefits: Motivations that lead to product preferences Demographics: Age, Income, Education, Occupation Behaviors: Heavy & Medium Users vs. Light Users High value Attendees = Exploratory Interviews Survey Factor Analysis Cluster Analysis for Segmentation Characterize Clusters Medium users6-14 events/yr High users15 events/yr

8. Exploratory Interviews – What we Heard Going out in SF… Rallying a group for an event… “Social scene is Vibrant, social, good music..food…” “Meet people with similar interests …” “Killing time and having fun…” “Don’t want to go alone … enjoy the camraderie …” “I share when I’m passionate about an event . . .” “Using the platform my friends are on like meetup makes it easy …” Share via facebook, email, text messaging, word of mouth Improvements necessary in user experience Eventbrite perceived as a payment platform “Better Social Integration because that’s where my friends are...” “Sync with my calendar” “Rank by popular events and show who the panelists and high profile attendees are..” “Personalized search, “nearby” recommendations for a complete itinerary, community reviews…” “Eventbrite is a payment platform..they are the last step for me when I have to buy a ticket…” “Looking for cheap stuff to do…” “Only come here when I’m redirected through a link to purchase …” “I did not know Eventbrite had all this functionality....”

9. Primary Research – Survey Results

10. Respondents from all over the Bay Area Where our Respondents Live - 11% in the city, 89% in the broader bay Area • Night life alone is a $4.2B industry • 57% from out of town, 36% from the Bay Area • Bay area residents spend $120 per evening compared to $70 for SF residents on average • Bay Area Residents contribute significantly to the SF event scene • SF population - 0.8 million • Annual visitors volume ~17 million • 27% of which are Bay area residents outside the city • Visitor spending amounts to $9.5B • Average expenditure per convention delegate per day $295

11. Survey Respondent Demographics • 43% Male & 57% Female • 50% of respondents in 20s & 30s = Eventbrite’s target • 90% do not have kids 18% High-Value Attendees • Relationship Status • evenly distributed – 50% Single • Majority College Educated & 43% earn over $100k per year Age Education Income Relationship Status

12. What benefits did we discover? • Having Fun • Career/Professional Development • Family/Kid Time • Knowing what’s Nearby to continue the social experience • Being able to send Personal 1:1 messages about an event • Knowing who else is going • Richer Social Sharing – pics, videos • Purchase Experience • Social Integration other than Facebook • Personalized Recommendations • Discounts! • Experience & Presentation

13. 3 Key Segments were Revealed . . . Parents on the Go (31%) Fun on a Budget (29%) Go-Getters (40%) Married/In a relationship with young kids Mostly Single, No Kids Mostly Female, No Kids • Search Motivation: Having Fun • Rallying close friends is important through personal messages • Needs from a site: knowing what’s nearby to plan the entire experience, recommendations, ease of purchase and deals • Indifferent to advanced social integration features • Search Motivation: family/kid friendly events • Ease of Purchase and social sharing is a must for sites they use • Indifferent to deals and recommendations • Rallying a group of friends to join them is not as important • Search Motivation: Career Focus • Rally their friends and network through multiple channels – broad social sharing, personal messages, pics and video • Integration with LinkedIn • Indifferent to what’s nearby and purchase experience

14. Behavioral Insights

15. Recommended Target Segments Fun on a Budget Go-Getters Why? Potential!

16. Recommended Product Features – Both Segments Discount Event Tickets Share event links with friends via text messaging

17. Recommended Product Features – Go-Getters Personalized interest based recommendations Deepintegration with LinkedIn Compelling visuals (beyond logos with multimedia options)

18. Recommended Product Features - Fun on a Budget Find things to do before or after nearby like restaurants and bars Price based recommendations

19. Follow up • All three segments viewEventbriteas an event payment platform • 30% of users unaware of current features on Eventbrite • Test messaging and features that appeal to target segments • Promote awareness of features and functionality • Conduct further research on consumer perceptions of Eventbrite

20. APPENDIX

21. Recommended Product Features

24. Bias due to survey respondent base

25. Q9. Which event sites do you use the most (1=most of the time, 4=never) Q10. What is your favorite site and why? (text input)

26. Evite, G+, Sign Up together

27. Current EB experience

28. What would increase the use of EB?

29. What other social sites other than FB should EB integrate?

30. What else would make EB more attractive to you?

31. What else would make EB more attractive to you? Contd..

32. What else would make EB more attractive to you? Contd..

33. Demographics Info Frequency of going out Relationship

34. Demographics Info Income Education

35. Demographics Info Have Children? Ages of Children

36. Factor Analysis Output Q8. Rank what is most important to you when using an event site or app?

37. Factor Analysis Output Q13.What would help initiate more interest in the organized events you attend among your friends or network?

38. Factor Analysis Output Q8. Rank what is most important to you when using an event site or app?

39. Factor Analysis Output Q15. What would make you start or increase the use of Eventbrite?

40. Factor Analysis Output Q5. Rank what is important to you when looking for organized event

41. Cluster Analysis - # of Clusters 2 1 3

42. Cluster Analysis Output - SPSS