The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

by Robbie Kellman Baxter

Overview

The "membership" business models of Netflix, Weight Watchers, and other industry giants revealed—and how you can use them to lead your company to the top of the food chain

For decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model. But it has only been in recent years that the model has been transformed and perfected through massive changes in technology.

The Membership Economy shows how nimble companies that focus on ongoing, formal relationships over one-time transactions are thriving. By renting, lending, or offering access instead of just "ownership," organizations can leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. With great case studies from American Express, LinkedIn, CrossFit, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.

Product Details

ISBN-13:	9780071839334
Publisher:	McGraw Hill LLC
Publication date:	03/20/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	288
Sales rank:	564,888
File size:	5 MB

About the Author

Robbie Kellman Baxter is a consultant and speaker who has been providing strategic business advice to Silicon Valley companies for over 20 years. She regularly presents to professional associations, leading universities, and corporations.

Table of Contents

Foreword Allen Blue ix

Acknowledgements xi

Introduction 1

Section I What you Need to Know about the Membership Economy

1 How the Membership Economy Fits into the Bigger Picture 9

2 Why the Membership Economy Matters 17

3 The Many Faces of the Membership Economy 25

Section II Membership Economy Strategies and Tactics

4 Build the Right Organization 33

5 Build an Effective Acquisition Funnel from the Bottom Up 45

6 Onboard Members for Success and Superusers 55

7 Start Simple with pricing, but Leave Room for Flexibility 67

8 Incorporate "Free" as a Tactic, Not a Strategy 81

9 Use the Right Technology and Track the Right Date 91

10 How to Retain Members (and When to Let Them Go) 101

Section III Membership Organizations Come in All Shapes and Sizes

11 What you can Learn from Online Subscriptions 117

12 What you can Learn from Online Community Models 127

13 What you can Learn from Loyalty Programs 137

14 What you can Learn from Traditional Membership Economy Companies 147

15 What you can Learn from Small Businesses and Consultancies 157

16 What you can Learn from Nonprofits, Professional Societies, and trade Associations 167

Section IV The Membership Economy and Transformation

17 From Idea to Start-Up 181

18 From Start-Up to Mature Organization 191

19 From Offline to Online 201

20 From Ownership to Access 211

21 From Business as Usual to Competitive Disruption 221

Conclusion: How You Can Start Transitioning Today 231

Glossary 239

Notes 243

Index 248