Sean Ellis

And your goal, anytime you're trying to do viral optimization, is to get it so that each person is essentially leading to more than one additional person.

That's the point where you actually don't have to feed any new people in the system.

You grow automatically then.

It's pretty rare that that happens.

But I think even if you get each person bringing in only 0.7 additional people, you can start to average down the customer acquisition cost of someone so that now you're really acquiring, say, three people before that chain dies and you can divide your initial customer acquisition across that chain.

So Eventbrite, again, Eventbrite actually did not have an incentive.

Eventbrite is just a natural, a really natural kind of viral product in itself that an event organizer sets up an event.

Among their attendees at that event who then come through the system and buy tickets and have a good experience buying those tickets, someone is going to be a potential event organizer or an existing event organizer.

And they're now exposed experientially to Eventbrite.

And so now when it comes time for them to organize their event,

they're much more likely to use Eventbrite.

And then increasingly, Eventbrite really helps companies sell tickets as well.

So over time, you are going to gravitate not just to the really convenient experience that Eventbrite offers, but you're going to actually go to the system that has really good SEO, really good social integration, kind of all of the pieces that are going to help you sell more.

But as an attendant,

D at an event, you see all of those things and your, your likelihood of them becoming an event organizers is quite a bit higher.

Yeah.

So, uh, log me in.

I worked with five years.

I ran marketing there from customer zero through the IPO filing today.

It's a $5 billion company.