In this Episode:
In this episode of HAE Invites, host Philip Guarino interviews Robbie Kellman Baxter, Harvard alumnus and consultant with Peninsula Strategies, discuss her new book, The Forever Transaction. We are familiar with subscription-based services such as Netflix, Amazon Prime, our local gym. But Robbie argues that a membership-based approach can be far more widely adopted by business, improving engagement, cashflow and profitability. Yet shifting from a purely transactional relationship requires organizational buy-in and commitment.
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A Glimpse of What you’ll Learn
The Forever Transaction and its benefits
How a business benefit from a shift from a "customer" to a "membership" mindset
The greatest obstacles that companies face when trying to shift to a membership model
Small- or big- steps can your company take to move toward a membership model
RESOURCES MENTIONED IN THIS EPISODE
Robbie Kellman Baxter Founder, Peninsula Strategies LLC
Netflix, The Dollar Shave Club, Amazon Prime—these are just some of the businesses that come to mind when we think about subscriptions. But there's more to it than just a monthly fee. More and more companies are using technology to shift from a customer to a membership model. One that deepens their understanding of customer needs while at the same time building loyalty—and improving revenue and cash flow. Here to discuss these trends, and her latest book, is Robbie Kellman Baxter.
Robbie is the founder of Peninsula Strategies LLC, a management consulting firm, as well as the author of the bestselling book, The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue. Her new book The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave was released in April of this year. She coined the popular business term “Membership Economy", which is now being used by organizations and journalists around the country and beyond.
Her clients have included large organizations like Netflix, the Wall Street Journal, and Microsoft, as well as dozens of smaller venture-backed companies. Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries. Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton, and a Silicon Valley product marketer. Robbie has been quoted or interviewed by dozens of media outlets, including CNN, NBC, and NPR. As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities. She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.