The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue (英語) ハードカバー – 2015/3/17
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In todays 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 baseand explode their market valuationin 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 youre 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.
Youll 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. Youll 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, youll discover what works, and what doesnt, from some of the key players in the new membership economy. Its not about ownership; its about access, options, and freedom.
When you join forces with your customers, membership has its rewardsfor you, your company, and your continued success.
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.
Although I subscribed to the Japanese translated version in Japanese, I thank the author Robbie for the idea of building a lot of membership system, fixed price business model with contents which can be understood terribly. Thank you for the wonderful spiritual writing.
Well worth a read if you're interested in the network effects and 21st century business models based on digital membership.
However, if you are looking for an instruction manual on how to implement this, then you should look elsewhere. Later in the book she dives into a plethora of short case studies. Since the membership economy is a loose set of ideas, it is difficult for her to show what a successful and intentional roll out looks like, She resorts to painting a company's action in broad strokes without thorough analysis. Despite the lack of rigor, she did show an apparent positive impact from applying the idea of membership to many different styles of businesses.
Chapter 9 is a series of advertisements for selected SaSS players.
The case studies are very shallow.
The last section of the book was too high level to be practical.
That being said, I will be recommending this book to colleagues. I loved the ideas, I finished it wanting more proven tactics, rigor and analysis.
Whenever someone first buys from a company, they are a new customer. But no business can be sustained on new customers alone. All businesses rely on REPEAT CUSTOMERS. (Duh.) The key to getting more repeat customers is to STOP treating them like customers and START treating them like MEMBERS.
This is the book that can help you (and your entire business) make the transition from being customer-centric to being member-centric. Read this book and learn:
- What the difference is between a membership and a monthly subscription (hint: they're not the same, because "Membership is an attitude, an emotion.")
- How to (re)organize to be member-centric -- "The Membership Economy is more than a marketing strategy. It's about the whole organization being built around the ongoing customer relationship."
- Why ongoing tinkering with membership benefits is absolutely critical
- How to streamline your member acquisition funnel
- What a super user is, and why they're important for other members
- When "free" does and doesn't make sense
- Technology to help your organization to be more member-centric
- And much, much more.
This book is a quick read. It's well written and full of tons of practical advice and real-life case studies. Whether you are VP Marketing in a large company, a sole proprietor of a local business, or the head of a non-profit or association, this book is a must read. This book (and author) is pure marketing genius and is likely to spawn a whole new generation of marketing.
The Membership Economy has certainly impacted my own thinking about how people's behavior is affecting how goods and services are bought, sold and shared. Leaders need to think differently about their companies as a result of this changing behavior. Functional areas in a company have very different roles in a membership economy vs. an ownership economy. This is a fundamental difference. In fact, it is a cultural shift.
The book is filled with strategic advice and practical guides that can benefit any business today.