The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave
- 3h 33m
- Robbie Kellman Baxter
- McGraw-Hill
- 2020
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.
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.
In this Book
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Welcome to the World of Forever
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Are You Ready for Forever?
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Forever Begins with a Plan
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Define Your Forever Promise
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Choose the Right Who for the How
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Develop Your First Experiments
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Test, Learn, Adjust
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Manage Emotions, Transform Culture, and Build a Shared Vision
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Do Acquisitions Make Sense for Your Company?
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Six Common Setbacks and How to Avoid Them
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Choose the Technology to Scale
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Create and Fine-Tune Your Pricing Strategy
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Essential Metrics for Long-Term Relationships
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Forever is a Long Time: Don't take Shortcuts
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Continue to Iterate
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Stay Forever Young: Avoid Aging with Your Members
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Protect Your Members from Subscription Fatigue
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Going Global with the Forever Transaction
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Emerging Trends—Forever is Here Now
