Reveals the "membership" business models of Netflix, Weight Watchers, and other industry giants - and how you can use them to lead your company to the top of the food chain. This book shows you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.
Reveals the "membership" business models of Netflix, Weight Watchers, and other industry giants - and how you can use them to lead your company to the top of the food chain. This book shows you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.
Robbie Kellman Baxter is a consultant and speaker who has been providing strategic business advice to Silicon Valley companies for over 20 years. She is the founder of the consulting firm Peninsula Strategies LLC, and regularly presents to professional associations, leading universities, and corporations.
Inhaltsangabe
Foreword by Allen Blue ix Acknowledgments 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 fromthe Bottom Up 45 6 Onboard Members for Success and Superusers 55 7 Start Simple with Pricing, but Leave Room forFlexibility 67 8 Incorporate "Free" as a Tactic, Not a Strategy 81 9 Use the Right Technology and Track the RightData 91 10 How to Retain Members (and When to Let ThemGo) 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 MembershipEconomy Companies 147 15 What You Can Learn from Small Businesses andConsultancies 157 16 What You Can Learn from Nonprofits, ProfessionalSocieties, 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 CompetitiveDisruption 221 Conclusion: How You Can Start Transitioning Today 231 Glossary 239 Notes 243 Index 248
Foreword by Allen Blue ix Acknowledgments 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 fromthe Bottom Up 45 6 Onboard Members for Success and Superusers 55 7 Start Simple with Pricing, but Leave Room forFlexibility 67 8 Incorporate "Free" as a Tactic, Not a Strategy 81 9 Use the Right Technology and Track the RightData 91 10 How to Retain Members (and When to Let ThemGo) 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 MembershipEconomy Companies 147 15 What You Can Learn from Small Businesses andConsultancies 157 16 What You Can Learn from Nonprofits, ProfessionalSocieties, 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 CompetitiveDisruption 221 Conclusion: How You Can Start Transitioning Today 231 Glossary 239 Notes 243 Index 248
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