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Eventbrite:挖掘小型活動(dòng)票務(wù)的商機(jī)

Eventbrite:挖掘小型活動(dòng)票務(wù)的商機(jī)

JP Mangalindan 2013-04-18
凱文?哈茨和茱莉亞?哈茨,這對(duì)夫妻搭檔的創(chuàng)業(yè)者在大型票務(wù)公司無(wú)暇顧及的細(xì)分領(lǐng)域做到了最大。上個(gè)月,這家的票務(wù)銷售額突破了15億美元,他們的故事值得借鑒。

Eventbrite的CEO凱文?哈茨和其妻子、公司總裁茱莉亞?哈茨,攝于舊金山?!皠?chuàng)始人之間會(huì)有特殊的化學(xué)反應(yīng),這同樣存在于我們兩人的關(guān)系中?!眲P文表示。圖片提供:Eventbrite

????2003年在圣巴巴拉參加一場(chǎng)教堂婚禮時(shí),茱莉亞?斯提恩正巧坐在了凱文?哈茨的旁邊,哈茨當(dāng)時(shí)就下決心一定得和這位年輕迷人的金發(fā)女郎聊上幾句。

????“她當(dāng)時(shí)是一位成熟的23歲女郎,而我是一位青澀的33歲小伙”,凱文調(diào)侃地說(shuō)道。

????“那時(shí)的我可傻了?!避锢騺啽硎痉磳?duì),“我都沒(méi)有什么適合出席婚禮的服飾?!?/p>

????在婚宴上,他偷了一盤雞尾酒,踱到茱莉亞面前向她獻(xiàn)殷勤,當(dāng)時(shí)擔(dān)任MTV主管的茱莉亞正在和她的同事說(shuō)話。“我記得,我當(dāng)時(shí)就想‘這人有種!'”,她回憶說(shuō)。

????公平而言,他們兩個(gè)都有。十年來(lái),他們結(jié)了婚,生了兩個(gè)女兒。如今,凱文和茱莉亞經(jīng)營(yíng)著Eventbrite,在不同于票務(wù)巨頭Ticketmaster的領(lǐng)域成為了最大的票務(wù)服務(wù)公司。凱文擔(dān)任CEO;茱莉亞任總裁。在229位員工的幫助下,他們?cè)?79個(gè)國(guó)家已售出了1億張門票,包括“西南偏南音樂(lè)節(jié)”(South by Southwest)和“灣區(qū)馬拉松”(Bay Area marathons)活動(dòng)的門票。(Eventbrite從每張出售的門票上收取很少的費(fèi)用來(lái)賺取利潤(rùn)。)

????上個(gè)月,這家舊金山初創(chuàng)企業(yè)的票務(wù)銷售額突破了15億美元,而且銷售呈現(xiàn)加速:票務(wù)銷售總額的三分之一是在過(guò)去9個(gè)月實(shí)現(xiàn)的。據(jù)報(bào)道,像紅杉資本(Sequoia Capital)、老虎環(huán)球資本管理公司(Tiger Global Management)、Khosla Ventures合伙人凱斯?拉博伊斯和投資人羅恩?康威等支持者至今已合計(jì)投資8,000萬(wàn)美元。

????當(dāng)我們想到硅谷企業(yè)的成功故事時(shí),我們常常認(rèn)為它們是一夜成功,太多運(yùn)氣集于一身。這兩種說(shuō)法對(duì)于Eventbrite均不成立。這是凱文的第三家初創(chuàng)企業(yè);他的第一家企業(yè)是為連鎖酒店提供互聯(lián)網(wǎng)服務(wù)管理,成立10個(gè)月就被以1,000萬(wàn)美元收購(gòu)了。作為曾經(jīng)的天使投資者,他的投資成績(jī)可圈可點(diǎn),包括PayPal、Pinterest和Airbnb等。而茱莉亞在好萊塢磨練過(guò)幾年,曾經(jīng)管理像FX的《The Shield》和《Nip/Tuck》以及MTV的《Jackass》等節(jié)目。

????因此,當(dāng)凱文憧憬著活動(dòng)票務(wù)服務(wù)可以并應(yīng)當(dāng)能夠通過(guò)網(wǎng)絡(luò)更好地實(shí)現(xiàn)時(shí),這可不是靠運(yùn)氣。在Eventbrite之前,并沒(méi)有一個(gè)被廣泛接受的、面向個(gè)人和小型組織的在線票務(wù)解決方案。而巨頭Tickemaster致力于服務(wù)大企業(yè),它的目標(biāo)客戶可不是什么準(zhǔn)備籌備喬遷新禧的初創(chuàng)企業(yè)或準(zhǔn)備子女洗禮聚會(huì)的普通母親。Eventbrite就專門提供這樣的服務(wù)。

????“這個(gè)市場(chǎng)真正實(shí)現(xiàn)了活動(dòng)管理和營(yíng)銷的民主化,為每個(gè)活動(dòng)組織者提供了銷售票務(wù)的工具,讓信息可以傳遞到不久前還只有大型場(chǎng)地和機(jī)構(gòu)才能企及的受眾?!盓ventbrite董事、前Ticketmaster的CEO希恩?莫里亞蒂解釋說(shuō),

????“凱文一直站在時(shí)代的前沿,能夠在流行到來(lái)前發(fā)現(xiàn)機(jī)會(huì)。”拉博伊斯贊同地表示,“很多長(zhǎng)期活動(dòng)的組織者都需要更高質(zhì)量的票務(wù)和支付服務(wù)。”

????事實(shí)上,凱文曾經(jīng)通過(guò)每天給拉博伊斯寫郵件,說(shuō)服這位朋友向早期還不為人知的Pinterest投資了50,000美元。

????如今,哈茨夫婦想拓展Eventbrite的終端對(duì)終端服務(wù),并在全世界鋪開,這樣用戶就可以將其用于票務(wù)流程的各個(gè)步驟:從在手機(jī)或臺(tái)式電腦上發(fā)現(xiàn)活動(dòng),到參加他們選擇的活動(dòng)。去年,他們推出了“上門”(At the door)服務(wù)。這是一個(gè)信用卡讀卡器,可以將iPad轉(zhuǎn)變?yōu)槠眲?wù)終端,為獨(dú)立的活動(dòng)推廣商提供了另一支付途徑。

????從Eventbrite的發(fā)展勢(shì)頭來(lái)看,不可避免地總有一天會(huì)向行業(yè)巨頭Ticketmaster發(fā)起挑戰(zhàn),但凱文并不著急這么做?!叭藗兛偸窃趩?wèn)我們,‘你們?yōu)槭裁床贿M(jìn)入他們的市場(chǎng)?’”那是一個(gè)競(jìng)爭(zhēng)非常激烈而殘酷的票務(wù)領(lǐng)域,將來(lái)在合適的時(shí)間我們一定會(huì)進(jìn)入。但眼下這些市場(chǎng)...更加誘人。”(財(cái)富中文網(wǎng))

????When Julia Steen parked in a church pew next to Kevin Hartz at a Santa Barbara wedding in 2003, Hartz decided he just had to talk to the fetching, young blonde.

????"She was a mature 23-year-old, and I was an immature 33-year-old," Kevin says dryly.

????"I was a hot mess," Julia disputes. "I didn't even have the thing I was supposed to be reading for the wedding."

????During the reception, he stole a tray of cocktails, and sauntered over to impress Julia, an MTV executive at the time, who was talking to her coworkers. "I remember thinking, 'This guy has cajones!'" she recalls.

????It's fair to say they both do. Ten years, one marriage in, and two daughters later, the Hartzs now run Eventbrite, the biggest ticketing company this side of Ticketmaster. Kevin serves as CEO; Julia as President. With the help of 229 employees, they have sold over 100 million tickets in 179 countries to events like South by Southwest after-parties and Bay Area marathons. (Eventbrite profits by charging a small fee for each ticket purchase.)

????Last month, the San Francisco startup crossed $1.5 billion in ticket sales, and sales are accelerating: One-third of its total ticket sales were processed over the last nine months alone. Backers like Sequoia Capital, Tiger Global Management, Khosla Ventures partner Keith Rabois, and Ron Conway have chipped in a reported $80 million to date.

????When we think of Silicon Valley successes, we often view them as an overnight phenomenon, the result of a lot of luck. Neither was the case for Eventbrite. For Kevin, it was his third startup; his first, an Internet service manager for hotel chains, got acquired for $10 million just 10 months after it launched. And as a former angel investor, his bets include some smart choices: PayPal, Pinterest, and Airbnb, to name a few. Meanwhile, Julia cut her teeth in Hollywood for several years, managing shows like FX's The Shield, Nip/Tuck, and yes, MTV's Jackass.

????So when Kevin dreamed up the idea that event ticketing could and should be done better online, it wasn't luck. Before Eventbrite, an easy, widely-accepted online ticketing solution for individuals and smaller organizations didn't exist. Tickemaster catered to the big names, not the startup that wanted to hold an office-warming or the mother who wanted to throw a baptism party. Eventbrite provides that.

????"It's a marketplace that truly democratizes event management and marketing, giving every organizer the tools to sell tickets and reach audiences that until recently were only available to the largest venues and organizations," explains Sean Moriarty, an Eventbrite board member and ex-Ticketmaster CEO.

????"Kevin has always consistently been ahead of his time, spotting things before they're cool," agrees Rabois. "Most of these people hosting long-term events needed a higher-quality product for ticketing for payments."

????Indeed, via daily emails to Rabois, Kevin convinced his friend to invest $50,000 in a little-known startup called Pinterest during its early days.

????Now, the Hartzs want to expand Eventbrite's end-to-end experience and do so internationally, such that users use it for every step of the ticketing process, from event discovery on their mobile devices and desktops, to getting through the door to the event of their choosing. Last year, they launched "At the door," a credit card reader that turns iPads into ticketing terminals, giving indie event promoters another way to take payments.

????Given Eventbrite's push, it seems inevitable the company, a veritable David, should take on its Goliath -- Ticketmaster -- but Kevin is in no rush. "People ask us all the time, 'Why aren't you going after them?' That's a very competitive, vicious ticketing space, and we'll get there in due time. But these markets are so much more ... attractive."

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