The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Description

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.   Cover Title Page Copyright Page Dedication Contents Introduction: The Why of Forever PART ONE Launch 1 Welcome to the World of Forever 2 Are You Ready for Forever? 3 Forever Begins with a Plan 4 Define Your Forever Promise 5 Choose the Right Who for the How 6 Develop Your First Experiments 7 Test, Learn, Adjust PART TWO Scale 8 Manage Emotions, Transform Culture, and Build a Shared Vision 9 Do Acquisitions Make Sense for Your Company? 10 Six Common Setbacks and How to Avoid Them 11 Choose the Technology to Scale 12 Create and Fine-Tune Your Pricing Strategy 13 Essential Metrics for Long-Term Relationships PART THREE Lead 14 Forever Is a Long Time: Don’t Take Shortcuts 15 Continue to Iterate 16 Stay Forever Young: Avoid Aging with Your Members 17 Protect Your Members from Subscription Fatigue 18 Going Global with the Forever Transaction 19 Emerging Trends—Forever Is Here Now Conclusion: How to Build and Maintain a Forever Transaction Glossary Notes Acknowledgments Index About the Author