Startups that have a subscription model are valued a lot more than startups that have to repeatedly sell to their customers. This is why publicly-listed Netflix or privately held Notion, and many others are valued at a premium.
Even traditional businesses have started to see this trend and are now building their own subscription businesses. But what is it that makes them successful? Why do they tend to do better than traditional companies?
In this episode of The Orbit Shift Podcast, we bring you a conversation with Robbie Kellman Baxter, one of the most prominent thinkers in the field of the membership economy.
Robbie, whose clients include companies like Netflix, Fitbit, Microsoft, and several others, talks to us about how startups should go about designing their membership models to unlock value for customers and shareholders.
We spoke to Robbie about
⚡️ how a startup can discover their forever promise
⚡️ how a company can pivot to a subscription model by identifying their forever promise
⚡️ how startups can manage churn without hiding the cancel button
⚡️ the importance of a customer success team
⚡️ why more and more companies are shifting to a membership model
⚡️ how a membership model benefits the company and how it benefits the consumer
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About the Guest
Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm. She is also the author of The Membership Economy and The Forever Transaction and hosts the podcast Subscription Stories. Robbie has more than 20 years of experience providing strategic business advice to major organizations, including Netflix, Fitbit, Microsoft and Consumer Reports. She has been focused on subscription and growth strategies for the past decade. Baxter has been featured in the Wall Street Journal and on CNN. She earned her MBA from the Stanford GSB and graduated with honours from Harvard College.
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Robbie Kellman Baxter Official Site.
Additional Goodies for our listeners from Robbie.
Listen to Robbie’s Podcast Subscription Stories: True Tales from the Trenches
Buy The Forever Transaction book by Robbie Kellman Baxter
Buy Membership Economy book by Robbie Kellman Baxter
Free Download of a chapter from The Forever Transaction by Robbie Kellman Baxter
Host and Producer - Jayadevan PK
Assistant Producer - Shashwath J
Audio Engineer - Rajesh Subramanian