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Scaling a platform without building integrations (Scott Van Brunt, Eventbrite)

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The Small Business Web Summit 2017 (San Francisco, CA).

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Scaling a platform without building integrations
by Scott Van Brunt, Business Development & Partnerships, Eventbrite

Published in: Marketing
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Scaling a platform without building integrations (Scott Van Brunt, Eventbrite)

  1. 1. Don't Build It and They Will Come? Scaling a platform without building integrations Scott Van Brunt Platform & Partnerships, Eventbrite svanbrunt / @svanbrunt
  2. 2. So You Want to Build a Platform?
  3. 3. The Dream Scenario
  4. 4. The Scary Alternative
  5. 5. Partnerships : Dating
  6. 6. He better have a good sense of humor...
  7. 7. A Quick Clarification
  8. 8. Model 1: API-to-Product Integration
  9. 9. Example #1
  10. 10. Not What I’ll Focus On
  11. 11. Model 2: Product-to-Product Integrations
  12. 12. Example #2
  13. 13. This Model Is My Focus
  14. 14. What’s the Difference? Utility API Ecosystem API Credit: https://www.slideshare.net/MitchColleran/building-the-eventbrite-api-ecosystem
  15. 15. What’s the Difference? Utility API Built with... Ecosystem API Built for...
  16. 16. What’s the Difference? Utility API Built with... Ecosystem API Built for...
  17. 17. What’s the Difference? Utility API Built with... Ecosystem API Built for... DAY JOB SIDE HUSTLE
  18. 18. Platforms
  19. 19. Platform provides the infrastructure and rules for a marketplace that brings together producers and end users
  20. 20. Growth
  21. 21. (Some) Approaches to Platform Growth Seed Invest Cultivate
  22. 22. (Some) Approaches to Platform Growth MECE Seed Invest Cultivate
  23. 23. (Some) Approaches to Platform Growth Seed Invest Cultivate Start the Network Effect Develop a critical mass of integrations in-house; help foster the marketplace dynamics between users and partners, such that the platform is more valuable to future partners
  24. 24. ‘Seed’ Example: HubSpot
  25. 25. (Some) Approaches to Platform Growth Invest Make It a No-Brainer Seed Start the Network Effect Develop a critical mass of integrations in-house; help foster the marketplace dynamics between users and partners, such that the platform is more valuable to future partners Make development dollars available to select set of partners or specific use cases; use money to make the partner’s ‘cost-benefit’ analysis that much easier Cultivate
  26. 26. Invest Example: MailChimp
  27. 27. Invest Example: Slack
  28. 28. Approaches to Growing and Scaling CultivateSeed Start the Network Effect Develop a critical mass of integrations in-house; help foster the marketplace dynamics between users and partners, such that the platform is more valuable to future partners Invest Make It a No-Brainer Make development dollars available to select set of partners or specific use cases; use money to make the partner’s ‘cost-benefit’ analysis that much easier Promote the value of the platform and ensure that the value that partners receive exceeds the (considerable) cost of building and supporting the integration Sell the Dream
  29. 29. ‘Cultivate’ Example: Eventbrite
  30. 30. What Can We Offer Partners?
  31. 31. 1) Users
  32. 32. Largest Community of Event Organizers & Attendees 60+ million annual ticket buyers 500K+ active event organizers 2+ million tickets processed weekly Global footprint
  33. 33. $589 million $1 billion $1.5 billion $363 million$207 million $2.0 billion 2010 2011 2012 2013 2014 2016 $2.5 billion 2015 Momentum to Bet On
  34. 34. Several User Bases in One 100K+ events 75k+ events 50k+ events 300K+ events
  35. 35. When the Dream Became Real Partner’s application goes from ~1K MAUs to ~9K MAUs “overnight”
  36. 36. “On Platform Extensions ● Ability for partner applications to run “natively” within Eventbrite ● Enhanced discoverability with merchandising in the main section of the Eventbrite application for organizers
  37. 37. MailChimp Off-Platform (Before)
  38. 38. MailChimp On-Platform (After)
  39. 39. 3 Levels of Platforms Level 1 Level 2 Level 3 Platform's apps run elsewhere and call into the platform via API to draw on data and services Platform's apps run elsewhere, but inject functionality into the platform via a plug-in API Platform's apps run inside the platform itself; platform provides the "runtime environment"
  40. 40. 2) Features
  41. 41. Lessons in Comparative Advantage ● Comparative advantage is dictated by opportunity cost; the cost of building “non-core” features is really high TIcketing Features Non-TicketingFeatures Platform : Trade :: All-in-One : Protectionism
  42. 42. An Optimal Allocation of Resources
  43. 43. Closing Thought
  44. 44. BATNA = Forcing Function ● Not building is not always the easiest and quickest path ● It does make your “BATNA” very clear though
  45. 45. Thank You! svanbrunt / @svanbrunt

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