Case Study: The Events Calendar scales a thriving WordPress product business with Modern Tribe

The Events Calendar grows 5X its agency business with Modern Tribe

The Events Calendar, a WordPress plugin created by Modern Tribe, faced the challenge of scaling their popular but initially simple tool into a fully-featured product suite without hindering the growth of their core agency business. They needed to balance supporting their existing user base with attracting new customers, a challenge that became even more critical when the COVID-19 pandemic forced event organizers to move online.

Modern Tribe implemented a solution that included an agile, data-led product strategy to quickly release features supporting virtual events. They built a robust e-commerce and licensing system integrated with WooCommerce, introduced autorenewals, and utilized targeted marketing automation. As a result, The Events Calendar grew from a single plugin into a suite of 12 products with tens of thousands of active installs, leading to its acquisition by Liquid Web in 2020 while continuing to operate as a successful standalone business.

The Events Calendar