Ticket Tailor - 2023 impact report review
I moved from Eventbrite to Ticket Tailor last year – I’d heard good things about their platform AND they’re a B Corp.
After a very positive experience, I enjoyed reviewing their impact report and learning more about them.
👍🏻 Three things I like:
1. THEY’VE MADE THEIR PRODUCT REALLY GOOD
To attract and retain customers, it’s not enough to just be ‘good’. You also need a great product that people want to use and recommend to others. That’s how ‘good’ businesses achieve scale.
Ticket Tailor have focused on making a great product - “unbeatable value, easy to use, 24/7 support”. Their review scores and customer feedback validate this.
2. “GROW BETTER, NOT JUST BIGGER”
I love their mission of “growth on purpose” and the ambition to “grow better, not just bigger”.
3. TRANSPARENCY ABOUT BUSINESS CLASS MISTAKE
They are transparent about the mistake they made flying business class when they didn’t realise the impact on carbon emissions.
They share the changes they’ve since made to their travel policy.
❓Three questions it raises:
1. WHAT’S THEIR PURPOSE?
As I read the report, I thought their purpose was to create communities, bring people together, enable human connection – as this is what their product enables at scale all around the world. And loss of community connection is a well-documented problem with social and environmental implications.
So I was surprised when they said they’ve decided on ‘climate action’ as the purpose for their company. Whilst there is a financial contribution from ticket sales towards climate action, it doesn’t feel like the biggest positive impact they are having.
If climate is their purpose, then it felt odd that it was only mentioned for the first time on p29.
And it made me wonder what really is their North Star?
2. WHAT ABOUT EVENTS THAT DON’T HAVE A POSITIVE IMPACT?
Their mission is “Growth on purpose. So that every event ticket sold has a positive impact on the people and planet around us.”
What about events that aren’t having a positive impact? Which events would they not host on their platform? How do they decide this? What is the governance around it?
3. WHAT WERE THEIR LEARNINGS?
What did they learn during the year? What can others learn from their experiences and the mistakes they’ve made?
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You can read the report for yourself here and let me know what you think.
If you’re preparing to write your own impact report, you might find my FREE Impact Reporting Roadmap helpful: