Challenge
Event creators need marketing functionality beyond ticketing, but existing tools are fragmented and misaligned with Eventbrite’s monetization model.
Stakeholders
Product, marketing, and executive leads who need to see commercial value at a glance.
Objective
Define what creators actually value, what they will pay for, and which features justify a standalone revenue stream.
Tasks
- Identify jobs-to-be-done
- Rank features by perceived value
- Determine willingness-to-pay
- Validate subscription vs transactional model
Process
Interviewed Super Creators → pain and JTBD mapping
Feature grid (pains/gains/JTBD) → product definition
Quantitative survey (38,389 recipients) → value hierarchy
Segmentation → which creators want which tools
Pricing model exploration → subscription viability
Key Insight
Heavy users (monthly creators) view advanced tools as time and budget multipliers, not “extras.” Demand skews toward integrated growth levers, not isolated features.
Top Features
- Growth playbooks
- Smart audiences
- Paid social distribution
- Canva integration
- Advanced reporting
Outcome
Delivered a value model and feature hierarchy that reframed marketing tools as a separate monetizable product line, not an embedded ticketing add-on. This unlocked pricing strategy direction and informed GTM narrative.
Credits
MBA internship