The way individuals purchase tickets for sporting events has changed dramatically thanks to the Internet. However, the computer age hasn't had the same impact on group sales, which still heavily rely on telephone, in-person or conventional mail communication.

Online-based group ticketing platform Groupmatics has effectively stepped into the bulk ticketing gap, notes company founder Matt Mastrangelo. Launched in 2012, Groupmatics has grown significantly through a focus on streamlined group event management for its now 50 partners, which include professional sports franchises as well as performing arts organizations like PlayhouseSquare and Cleveland Play House.  

Matt MastrangeloBilled as a "tool that makes your job as a sales rep and a group coordinator easy," the company targets clients such as Josh Burdine, director of ticket sales for the Cincinnati Cyclones, and Joe Rugo, director of group sales for the Phoenix Suns. Groupmatics aims to help them sell more group tickets, make the process easier and provide them with valuable customer data.

The company's online platform lets buyers set up a custom page with event information, seating charts and ticket-purchasing options. Groupmatics also provides sales support along with data on who bought ducats, how many seats were sold, and how much money has been collected.

"We're giving group managers the tools to market an event, which drives up ticket sales and allows teams to identify buyers within the group," says Mastrangelo, 34.

Larger sales comprise 15 to 60 percent of an organization's bottom line, says the young entrepreneur. Groupmatics makes its money through a licensing fee while also getting a piece of the ticket sale. The company's unique system has caught on, resulting in a burgeoning client base Mastrangelo expects to include 90 organizations by year's end.

"There's never been a platform out there that focused strictly on group sales in regards to sports and entertainment," Mastrangelo says. "Our team comes from the sports/sales side, so we built our platform based on what we wished we had as sales reps."

Mastrangelo's 10 years selling seats for both the Browns and Indians showed him how much unnecessary work was put into a bigger outing. The cumbersome, mostly paper-based process of collecting money and distributing tickets also led potential future ticket purchasers to slip through the cracks.

"What really pushed me was seeing these teams sitting on a pile of leads, but unable to collect buyer data from members of a group," says Mastrangelo.

Information is gold for Groupmatics' clients, says the company head. Teams and organizations can cultivate data, ostensibly uncovering the precious leads that one day may be converted into future sales. For Mastrangelo, there's satisfaction in helping his clients sell smarter.

"They're looking for ways to make their lives easier," he says. "It's inspiring to be able to bring something new and fresh to an otherwise old-school industry."