The BIG Ticket: Happy Valentine's Day...A Secondary Market Assessment Tool.
Friday, February 14, 2025
Hi!
Week 2 of the daily ‘Talking Tickets’ email ends.
An update:
I wasn’t sure if I would see many unsubscribes or new subscribers. After two weeks, the list has churned to stay about the same.
The open rate is around 45%. That’s about 1% off of the normal rate.
Over the last 2 weeks, each post is getting about 1,000 views.
The special assessment was a big hit with 1,400 page views.
From my POV:
These are easier to write.
I can cover a lot of different topics.
I get a lot more people replying and talking with me.
So, I’m going to continue doing this for now.
As I’ve mentioned before, my big focus has become strategy:
Where are the opportunities?
Who is the customer?
Why are they picking us?
That’ll continue.
If you’ve enjoyed the newsletter, do me a favor and share it on social media, with colleagues and friends, or with someone who will benefit from the information.
To the Tickets!
Since it is Valentine’s Day, I thought I would share a few things that I love about the world of tickets and entertainment.
Then, I’m going to share another assessment.
I watched this last night.
It is from 5 years ago, but Billy Corgan had his guitar from the Smashing Pumpkins’ first album stolen.
Then, he got it back.
This is the story.
One of my great joys has been discovering LCD Soundsystem.
I saw them at Brooklyn Steel in 2023 with Eric Fuller. This isn’t the show, but it is still fun to watch.
My 3 favorites:
Dance Yourself Clean
You Wanted a Hit
Tribulations
Let’s give you an assessment…
This one is for my brokers. I’ve spent a long time in and around the secondary market.
So this one is for you.
There is a companion assessment for venues, teams, etc. to ID good secondary partners.
And, I want to create one for brokers/consolidators to better understand their potential partners. (More deeply than what you are getting today.)
But a lot of this is work I did during the holidays while construction was being done on my house.
Ticket Broker/Consolidator Investment Strategy Assessment
Introduction
This diagnostic tool helps brokers and consolidators evaluate market opportunities, potential partnerships, and investment decisions in the ticketing space.
How to Use This Tool
Rate each question from 1-5 (1 = Strongly Disagree, 5 = Strongly Agree)
Add up your scores in each section
Review your results and recommended next steps
Section 1: Market Opportunity
Core Questions
We understand the true market size for this event/segment
We know the competitive landscape for these tickets
We can predict price movement patterns
We understand the customer segments for this market
We know what drives demand in this market
Quick Analysis
Total Score: __/25
20-25: Clear market opportunity
15-19: Market uncertainty exists
0-14: High market risk
Section 2: Financial Risk Assessment
Core Questions
We can calculate our break-even point
We understand our holding costs
We know our selling window constraints
We can predict our sales velocity
We have identified our exit strategies
Quick Analysis
Total Score: __/25
20-25: Strong financial position
15-19: Financial risks present
0-14: High financial risk
Section 3: Distribution Capability
Core Questions
We have established sales channels
We know our channel costs
We understand channel competition
We can move inventory efficiently
We have backup distribution options
Quick Analysis
Total Score: __/25
20-25: Strong distribution
15-19: Distribution gaps
0-14: Weak distribution
Section 4: Partner/Supplier Relations
Core Questions
We have reliable inventory sources
We understand partnership terms clearly
We know our competitive advantage as a partner
We have protection against policy changes
We maintain good supplier relationships
Quick Analysis
Total Score: __/25
20-25: Strong partnerships
15-19: Partnership risks
0-14: Weak partner position
Section 5: Operational Readiness
Core Questions
We have efficient inventory management systems
We can handle customer service issues
We have solid pricing tools
We can manage multiple market positions
We have adequate cash flow management
Quick Analysis
Total Score: __/25
20-25: Strong operations
15-19: Operational gaps
0-14: Weak operations
Investment Decision Framework
Market Analysis Checklist
Historical price patterns
Seasonal factors
Event-specific variables
Competition levels
Market size estimates
Risk Assessment Checklist
Capital requirements
Holding period
Price volatility
Policy changes
Competition risk
Partnership Evaluation
Contract terms
Inventory access
Payment terms
Policy restrictions
Relationship strength
Overall Analysis
Total Score: __/125
100-125: Strong Investment Opportunity
75-99: Qualified Opportunity
50-74: High Risk Opportunity
0-49: Not Investment Ready
Strategic Recommendations
100-125 Points: Strong Opportunity
Move forward with investment
Maximize position
Build long-term presence
75-99 Points: Qualified Opportunity
Test market carefully
Start with limited position
Monitor key metrics
50-74 Points: High Risk
Address specific risks
Consider alternative approaches
Limited test only
0-49 Points: Not Ready
Avoid investment
Build capabilities first
Seek other opportunities
Critical Questions Before Investment
Market Questions
What's driving demand?
Who are the major players?
What's the true market size?
What affects price movement?
Financial Questions
What's our break-even point?
What's our maximum holding time?
What's our worst-case scenario?
What's our exit strategy?
Operational Questions
Can we handle the volume?
Do we have the right tools?
Can we manage the risk?
Do we have backup plans?
Let me know what you think.
Did this one work for you?
Did I miss something?
Get something wrong?
Dave