In today’s business world, it takes more than a website to stay competitive. The smartest, most successful companies are using radically new membership models, subscription-based formats, and freemium pricing structures to grow their customer base—and explode their market valuation—in the most disruptive shift in business since the Industrial Revolution.
This is The Membership Economy.
Written by an expertconsultant, this groundbreaking book will show you how to turn ordinary customers into members for life. Learn how to:
Turn digital subscriptions into forever sales
Build an online community your customers will love Develop new loyalty programs that really pay off Transform freemium users into superusers
Create a self-generating revenue stream
Keep memberships and profits growing for years to come
Whether you’re a small business with limited resources, an established company using a traditional business model, or a hungry start-up who wants a bigger bang for your buck, this comprehensive guide provides a wealth of membership-building options to suit every need.
You’ll learn the best-kept secrets of top industry leaders, from global giants like Am Ex and Weight Watchers to smaller dot-com successes like SurveyMonkey and Pandora. You’ll find proven strategies for creating membership programs for everything from vacation timeshares and car rentals to video streaming and Software-as-a-Service.
Most importantly, you’ll discover what works, and what doesn’t, from some of the key players in the new membership economy. It’s not about ownership; it’s about access, options, and freedom.
When you join forces with your customers, membership has its rewards—for you, your company, and your continued success.
By:
Robbie Kellman Baxter
Imprint: McGraw-Hill Professional
Country of Publication: United States
Dimensions:
Height: 234mm,
Width: 160mm,
Spine: 25mm
Weight: 483g
ISBN: 9780071839327
ISBN 10: 0071839321
Pages: 272
Publication Date: 16 April 2015
Audience:
Professional and scholarly
,
Undergraduate
Format: Hardback
Publisher's Status: Active
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
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.
