Robbie Kellman Baxter's Blog, page 12
March 22, 2021
5 Reasons NOT to Make Your Subscription “Like Netflix”… and 1 Reason You Should
Netflix is a true leader of the Membership Economy. Back in 2002 when I first started working with them, I fell in love with their business model. I loved their focus on doing one thing really well, their Forever Promise (FP). I describe that FP as “a huge selection of professionally created video content, delivered […]
March 16, 2021
Using an eCommerce Subscription to Change the World with OurShelves’ Alli Harper
Most subscription entrepreneurs initially are attracted to the model for its predictable recurring revenue, but there are other benefits to having an ongoing relationship with members. Alli Harper works at the intersection of subscription eCommerce and social impact. Dedicated to the advocacy of promoting diversity in the picture book industry, Alli is building OurShelves, a scalable […]
March 8, 2021
Membership as a Flywheel for Tomorrow’s Growth With Hagerty’s McKeel Hagerty
McKeel Hagerty is the CEO of Hagerty, a specialty provider of classic car insurance and lifestyle company headquartered in Traverse City, Michigan. The company has become well-known for the tremendous loyalty of their policyholders, who feel a kinship with the brand and its forever promise of helping classic car enthusiasts get the most enjoyment […]
March 3, 2021
March 1, 2021
Six Ways to Optimize Success in a B2B or even a B2B2C Situation with Your SaaS Model
People often ask whether the principles of the Membership Economy work when you’re selling to businesses. The answer is “yes and”. “Yes, and”…there are some additional challenges and opportunities that you need to have in mind whether you’re selling to businesses which will use your offering on their own behalf (B2B) or whether those businesses […]
February 24, 2021
Why Customer Success Matters For Subscriptions With Gainsight CEO Nick Mehta
With subscription models, acquisition is only the starting line. Organizations need to develop competence around onboarding new members, driving engagement, and expanding the relationship to maximize customer lifetime value. A whole new discipline has grown around this idea of “customer success,” often replacing customer support, and with a radically different focus. Customer success is […]
February 17, 2021
CrossFit’s Eric Roza on Taking Over a Beloved Membership Organization After a Crisis, and Keeping the Magic
In mid-2020, Eric Roza bought CrossFit Inc. from CrossFit Founder and former CEO, Greg Glassman. The sale was first announced on June 24, 2020, just a few weeks after Glassman had resigned as CEO amidst a swirl of controversy. Eric took over as CEO at a critical time for a membership organization known for its cult-like following and […]
February 15, 2021
Rethinking the Forever Promise of Higher Education in the Membership Economy
Two years have passed since I wrote about the rise of MOOCs (Massive Open Online Courses). A MOOC is an online course that can support unlimited participation and open access via the internet. Quality educational content has never been more widely available. Quality educational content has never been more widely available. The world’s experts are […]
What Public, Private & Independent Schools Can Learn about Membership from Silicon Valley Subscription Companies.
The past year has been a difficult one for schools. It sometimes seems like everything’s in flux. Many families have changed strategies. Some have left traditional schools to join neighborhood pods. Others have gone from independent schools to public schools to save money. At the same time, some public school families have gone private, fleeing […]
February 10, 2021
Steve Cakebread, Author Of “The IPO Playbook,” On Taking Your Subscription Business Public
Today’s guest, Steve Cakebread, knows a great deal about subscription pricing models and IPOs. Steve has brought three notable subscription-based companies—Salesforce, Pandora, and Yext—to successful initial public offerings, or IPOs, and served on the board of three other subscription-based companies – eHealth, SolarWinds, and Bill.com – as those companies went public. Steve is frequently sought-out for […]
