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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Event management has evolved dramatically with technology, and dedicated SaaS platforms now serve as the backbone for successful events of all sizes. For organizations evaluating these solutions, understanding the pricing models is crucial for budgeting and selecting the right platform. Two predominant pricing approaches exist in the event SaaS landscape: attendee-based and venue-based pricing. Let's explore how these models work, their advantages, and which might be the best fit for your organization.
The Evolution of Event Management SaaS
The event management industry has transformed from manual processes to sophisticated digital ecosystems. Today's event SaaS platforms offer comprehensive solutions handling everything from registration and ticketing to engagement analytics and post-event follow-ups.
According to Mordor Intelligence, the global event management software market was valued at $6.39 billion in 2021 and is projected to reach $11.68 billion by 2027. This growth reflects the increasing demand for streamlined event operations and enhanced attendee experiences.
Attendee-Based Pricing: Pay Per Participant
How It Works
Attendee-based pricing scales with the number of participants at your event. Platforms like Eventbrite, Hopin, and Bizzabo commonly employ this model, charging either:
- A fixed fee per registered attendee
- Percentage-based pricing on ticket sales
- Tiered pricing with rate decreases at higher volume thresholds
Advantages
1. Scalability with Event Size
This model naturally aligns costs with event scale – smaller events cost less, while larger events command higher fees that generally correlate with increased revenue potential.
2. Predictable Budgeting
Organizations can easily calculate costs based on expected attendance, making financial planning more straightforward.
3. Value Alignment
The pricing directly connects to value received – more attendees typically mean more engagement, data, and potential revenue.
Potential Drawbacks
- Costs can rise unexpectedly if attendance exceeds projections
- May become prohibitively expensive for large events with small budgets
- Often includes transaction fees on top of attendee fees
Venue-Based Pricing: Flat Rate Solutions
How It Works
Venue-based pricing offers access to the event management platform for a flat rate, regardless of attendee numbers. This model typically structures pricing around:
- Flat monthly/annual subscription fees
- Pricing tiers based on features rather than attendance
- Options for single-event or multi-event packages
Platforms like Cvent, Aventri, and certain packages from Whova utilize this approach.
Advantages
1. Cost Certainty
With venue pricing, the software cost remains fixed regardless of how many attendees register, providing budget stability.
2. Unlimited Growth Potential
Organizations can scale attendance without incurring additional software costs, making it advantageous for large events.
3. Simplified Contracts
Businesses don't need to track and report attendance figures for billing purposes, reducing administrative overhead.
Potential Drawbacks
- Smaller events may pay the same as much larger ones
- Entry-level costs tend to be higher than low-attendance pricing in attendee models
- Can include limitations on features rather than attendees
Hybrid Pricing Models
Many event management SaaS providers have recognized that neither model perfectly serves all clients. As a result, hybrid approaches have emerged:
- Base subscription plus per-attendee fees
- Tiered pricing with attendee caps at each level
- Feature-based pricing with attendee thresholds
According to a 2022 EventMB survey, 64% of event professionals prefer flexible pricing models that combine elements of both approaches.
How to Choose the Right Pricing Model
For Attendee-Based Pricing
Consider this model if:
- You run smaller or infrequent events
- Your event attendance is predictable
- Your events generate significant ticket revenue
- You need minimal upfront investment
For Venue-Based Pricing
This model may be better if:
- You host large events or multiple events annually
- Attendance numbers fluctuate significantly
- You need comprehensive features regardless of event size
- You prefer fixed, predictable costs for budgeting
Real-World Case Study: Conference Organizer Comparison
A mid-sized technology conference organizer compared pricing models for their annual series of events:
Under attendee-based pricing: With 5,000 attendees across three events at $3 per attendee plus 2% of ticket sales, they paid approximately $23,000 annually.
Under venue-based pricing: A flat annual fee of $20,000 covered unlimited attendees and all core features.
While the venue model was initially slightly cheaper, the real value emerged when they unexpectedly grew to 7,000 attendees the following year. Under the attendee model, costs would have increased by $6,000, while the venue pricing remained constant.
Key Considerations Beyond Pricing Models
When evaluating event management SaaS options, consider these factors alongside pricing structure:
- Feature set alignment with your specific event requirements
- Integration capabilities with your existing tech stack
- Scalability for future growth
- Customer support quality and availability
- Data ownership and privacy policies
The Future of Event SaaS Pricing
The event management software landscape continues to evolve, with emerging trends pointing toward:
- Value-based pricing tied to measurable outcomes
- AI-enhanced service tiers with premium pricing for intelligent features
- Consumption-based models charging for actual platform usage
- Marketplace approaches where costs vary by selected third-party integrations
Conclusion
Choosing between attendee-based and venue pricing for event management SaaS requires aligning your organization's event portfolio, budget constraints, and growth expectations with the right pricing structure. The ideal model provides cost predictability while allowing flexibility as your events evolve.
For organizations with consistent, large-scale events, venue pricing often delivers better long-term value. Conversely, those with variable event sizes or infrequent programming may benefit from attendee-based models that scale with actual usage.
As the event SaaS market matures, expect to see increasingly sophisticated pricing options designed to match specific industry needs while providing clearer connections between costs and delivered value.
Before committing to any event management platform, request detailed pricing scenarios based on your typical events and growth projections to ensure you're selecting a sustainable solution for your organization's unique requirements.