Ticmint sells ticketing two ways. For large clients, such as India Open and Peak Longevity Fest, the Ticmint team runs the event. Self-serve, which we call DIY, is the other way: an independent organiser signs up, builds an event page, sets up tickets and goes live on their own, with no sales call and no waiting. Ticmint is the platform; the organiser keeps their brand, their audience and their data.

I launched it from zero as Head of Growth. That meant a new website, pricing across four regions and every acquisition channel at once, with the United States and United Kingdom first and India and UAE second. Within three months more than 1,000 organisers had joined.

Joining was not the hard part. Getting a signup to do the one thing that matters, create and publish a first event, was. At the start, about 3 in every 100 signups did. The rest signed up, looked around and left. Every rupee, dirham and pound spent on ads was buying people who never became customers.

Joining was not the hard part. Getting a signup to do the one thing that matters was.

Here is what we found, in order. First, the onboarding was a wall. A new organiser landed on a blank page and a long form before they had seen anything of their own. Second, we launched with a single global price. India is price-sensitive, so for a large part of the market the product looked expensive before it had proved itself. Third, our ad audiences were too narrow and too generic, so we paid a lot for each person who did get through.

We started by talking to users, about a hundred of them, one by one. A pattern came up again and again: people did not understand the product until they saw their own event. So we replaced the blank page and the form with an Event Showcase screen. An organiser uploads a logo and instantly sees their own branded event page. Unprompted, users told us it was one of the best days of their week. It became the biggest single lever in the whole climb.

Then we fixed the price. We built regional pricing for four markets, Global, UK, UAE and India, based on price parity and market research. Onboarding and free-to-paid conversion both rose, and 30% of our India subscribers now choose annual plans, which tells us the customers are the right kind, not just cheap ones.

Last, we aimed the ads better: wider prospecting audiences, plus metro-city targeting in India. We used Meta for self-serve and kept Google for enterprise leads. The cost of each activated organiser on Meta fell by about half, from 217 AED to about 110 AED, while the Meta activation rate kept rising, from 22% in March to 26% in July 2026.