Advice Line with Julia Hartz of Eventbrite
2Digest
This episode of "How I Built This" features the "Advice Line" segment with host Guy Ross and Eventbrite CEO Julia Hartz. They address challenges from three founders: Maya Miller, who runs a pottery business with distinct YouTube ad revenue and online shop streams; Jen Sweatsoff, creator of "Anyway Magazine," a screen-free print publication for teens; and Anga, founder of "Aunty Misery," offering global-flavored dessert kits. Advice includes reframing business structures, using content as marketing, targeting parents, embracing analog experiences, and positioning longer preparation times as a benefit for experiential marketing. Julia Hartz also shares advice for her younger self to dream bigger.
Outlines
Introduction and Eventbrite's Acquisition
Guy Ross welcomes Julia Hartz, co-founder and CEO of Eventbrite, to the "Advice Line" segment. They discuss Eventbrite's journey, its recent acquisition by Bending Spoons, and Julia's reflections on leading the company for 20 years, emphasizing the decision's focus on creators and the company's mission.
The Strategic Role of Events and Live Connection
Guy and Julia explore how events serve as a crucial business strategy, especially for product-based companies. They highlight Gen Z's desire for real-life brand interactions and emphasize the power of live connection and community building beyond just technology, sharing personal anecdotes about the value of in-person engagement.
Advice for Maya Miller: Pottery Business Growth
Maya Miller seeks guidance on managing her pottery business, which includes YouTube ad revenue and an online shop. Julia and Guy advise her to view these as two distinct businesses, leverage YouTube as a content marketing billboard to drive traffic to her shop, and repackage evergreen content for continued engagement and sales.
Advice for Jen Sweatsoff: "Anyway Magazine" Expansion
Jen Sweatsoff presents challenges with her screen-free print magazine for teens, "Anyway Magazine." Advice focuses on targeting parents, amplifying reach through a podcast, employing multi-layered online and community-based marketing strategies, and considering content expansion and partnerships.
Advice for Anga: "Aunty Misery" Dessert Kits
Anga discusses her "Aunty Misery" dessert kits, which offer a more immersive baking experience. The advice centers on reframing the longer preparation time as a benefit for emotional connection and memory-making, suggesting experiential marketing through local events and embracing the "granny core" trend.
Building Community and Founder Reflections
Guy stresses the importance of email collection, repeat purchase incentives, and community building for sustained engagement. Julia shares advice for her younger self to dream bigger, and a highlight from Eventbrite's original episode is shared, showcasing a dramatic shift in their early operations.
Keywords
Eventbrite
A global online ticketing and event management platform for creating, promoting, and managing events.
Bending Spoons
A technology company known for acquiring and developing digital products, including well-known brands.
Creator Economy
The ecosystem where independent content creators monetize their skills and creativity through online platforms.
Content Marketing
A strategic approach focused on creating and distributing valuable content to attract and retain a defined audience.
Community Building
Fostering a sense of belonging and connection among individuals around shared interests or goals.
Analog vs. Digital
The contrast between physical, tangible experiences and products versus those accessed electronically.
Print Magazine
A periodical publication in physical paper format, offering a tactile reading experience distinct from digital media.
Bake-at-Home Kits
Pre-packaged sets with ingredients and instructions for preparing specific dishes at home.
Cultural Exploration
Engaging with and learning about different cultures through various means, such as food, art, or media.
"Granny Core" Trend
A trend embracing elements traditionally associated with older generations, valuing slow living and hands-on activities.
Q&A
How can a business with two distinct revenue streams (e.g., YouTube content and e-commerce) effectively manage and grow both?
Leverage the content platform as a marketing engine to drive traffic to your e-commerce platform. Consistently feed traffic back to your shop, even from unrelated content, to build a sustainable business where you control the customer relationship.
What is the value of print media in an increasingly digital world?
Print media offers a unique, tactile experience that can evoke nostalgia and provide a break from screen time, representing a trusted, focused source of information and a tangible item to own.
How can a business selling more involved products (like bake-at-home kits requiring more time) overcome the perception of friction?
Reframe the longer preparation time not as a hurdle, but as a core benefit – an intentional mechanism to slow down, de-stress, and engage in a mindful, hands-on activity, emphasizing the emotional and experiential aspects.
What advice would Julia Hartz give to her younger self starting Eventbrite?
Julia would advise her younger self to allow herself to dream bigger about the company's mission and potential impact, as ambitious visions can indeed become reality.
How can businesses effectively build brand awareness and connect with their target audience with limited resources?
Focus on leveraging existing platforms and communities, such as creating a podcast, targeting parents through social media, engaging with niche communities, and collaborating with relevant influencers.
Show Notes
Today’s callers: Mia from Germany wants to know how to balance her pottery business between an online shop and a YouTube channel. Then, Jen from Connecticut is looking for ways to reach more families with her print magazine for tweens and teens. And Anagha from California wonders how to convince people to embrace the time required for her globally-inspired baking kits.
Plus, Julia reflects on Eventbrite’s recent acquisition announcement, and how in-person events can help brands and creators build community in today’s digital world.
Thank you to the founders of Pottery to the People, Anyway Magazine, and Aunty Misri for being a part of our show.
If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And be sure to listen to Eventbrite’s founding story as told by Julia on the show in 2020.
This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.
You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Table of contents
United States
