The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

by Robbie Kellman Baxter

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Overview

Develop and cultivate the kind of robust, long-term customer relationships that power companies like Nike, Spotify, LinkedIn, and Target

More and more companies are concluding that the potential rewards of subscription-based products and services are worth the risk of radically changing their business models. They’re correct. The Membership Economy is here and it’s here to stay—and if you want to compete for the long run, you need to join it.

Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you’re in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust.

You’ll find out how industry leaders like Under Armour, Microsoft, and Netflix have created an ever-expanding customer base of loyal subscribers―and are keeping them coming back. You’ll learn how to lead your organization through every step of the process―from initial start-up to new product testing, scaling for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value. You’ll also master all the essentials of succeeding in the Membership Economy, like subscription pricing, Software-as-a-Service, digital community engagement, and freemium incentives as a way to turn casual browsers into cash-paying super-users.

With The Forever Transaction, you have everything you need to build durable, long-term relationships with every customer, and leverage them for ultimate business success―today, tomorrow, and forever.

Product Details

ISBN-13: 9781260458701
Publisher: McGraw-Hill Professional Publishing
Publication date: 03/30/2020
Pages: 256
Sales rank: 458,158
Product dimensions: 6.00(w) x 9.10(h) x 1.10(d)

About the Author

Robbie Kellman Baxter is a bestselling author, speaker, and consultant with more than twenty years of experience providing strategic business advice to major organizations including Netflix, Consumer Reports and LinkedIn, as well as leaders in industries including Software-as-a-Service, Media, Retail, Consumer Products, Healthcare, Financial Services and Hardware. In the past ten years, her company Peninsula Strategies has advised over 100 organizations on subscription and growth strategy. Kellman Baxter has been featured in the Wall Street Journal and CNN, interviewed on over 50 podcasts, and invited as a guest on numerous business shows. She received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.

Table of Contents

Introduction:

The Why of Forever

PART ONE Launch
1 Welcome to the World of Forever

2 Are You Ready for Forever?

3 Forever Begins with a Plan

4 Define Your Forever Promise

5 Choose the Right Who for the How

6 Develop Your First Experiments

7 Test, Learn, Adjust

PART TWO Scale
8 Manage Emotions, Transform Culture,
and Build a Shared Vision

9 Do Acquisitions Make Sense for Your Company?

10 Six Common Setbacks and How to Avoid Them

11 Choose the Technology to Scale

12 Create and Fine-Tune Your Pricing Strategy

13 Essential Metrics for Long-Term Relationships

PART THREE Lead

14 Forever Is a Long Time: Don’t Take Shortcuts
15 Continue to Iterate

16 Stay Forever Young: Avoid Aging with
Your Members

17 Protect Your Members from
Subscription Fatigue

18 Going Global with the Forever Transaction

19 Emerging Trends—Forever Is Here Now

Conclusion: How to Build and Maintain a Forever Transaction

Glossary

Notes

Acknowledgments

Index
























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