Subscription Stories: True Tales from the Trenches

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, ...more

Latest Episodes

34

October 06, 2021 00:40:20
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Building a Subscription Bundle to Better Deliver on Your Forever Promise with Tommy O'Hare, SVP of Outside

Bundles are a hot topic right now and Outside+ is a fascinating example. A few months ago, the Outside Magazine organization announced they were welcoming 20 new publications including Trail Runner, Velo News and Yoga Journal to their family. More recently, they launched a suite of new features such as training plans & workouts, access to the Gaia GPS Premium app and discounts for outdoor events available with the new Outside+ membership.   By bundling together content, discounts and other benefits, Outside is building a membership that more fully delivers on their promise to inspire active participation in the world outside   I recently interviewed Tommy O’Hare, SVP Business Development and Licensing for Outside for the inaugural D2C Summit, a new conference I co-created with Global Media Association, FIPP, and want to share that conversation with you here on the podcast. In this conversation, he shared the journey of rolling up this bundle of benefits to support the goals and challenges of Outside’s most engaged members. I hope you enjoy it. ...

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33

September 29, 2021 00:43:38
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How Profit and Purpose are Combining to Create New 21st Century Iconic D2C Companies Like Tesla, The RealReal and Bellwether Coffee with DBL Ventures' Ira Ehrenpreis

There is no bigger topic when it comes to consumer sentiment than the rising demand and focus on Environmental, Social, and Corporate Governance related issues. Today we’re looking at this challenge from the perspective of a leading VC who has invested in some of the most iconic consumer focused, mission driven businesses.   Ira Ehrenpreis has been investing in companies that are committed to making a positive impact on the world for more than 20 years. A double bottom line investor, even before impact investing was cool, Ira has helped build the category and the discipline in venture capital. He currently serves as president of the Western Association of Venture Capitalists and co-chair of the VC Network. He's a founder at DBL Partners, which is perhaps the largest and most well-known impact investing and sustainability focused firm in the venture asset class. An early investor in companies like Tesla, The RealReal, SpaceX and Bellweather Coffee, Ira is a real visionary. He's also a longtime friend, and always inspiring.   I recently interviewed Ira for the inaugural D2C Summit, a new conference I cocreated with Global Media Association FIPP, and want to share that conversation with you here on the podcast. In it, he talks about bold innovation across sectors and D2C business models, and shares several examples of how companies are using a focus on impact as a strategic advantage. Welcome, Ira. ...

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32

September 22, 2021 00:38:54
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The Importance of Storytelling in the World of Subscriptions with GoodTrust's Daniel Sieberg

The ability to tell a good story is valuable—and not only when the story is the product, as it is in journalism. Stories can build understanding, trust and connection with members, prospects and investors alike. Storytelling is an important skill in the Membership Economy, and GoodTrust Co-founder Daniel Sieberg is a fantastic storyteller.   Daniel Sieberg started his career as a journalist, and writer, working for the likes of CNN and CBS News. He went on to work at the intersection of news and technology at Google, where he was a senior leader in the Google Newslab.   As a journalist and a technologist, Daniel knows how to tell and share stories—he has used these skills well at GoodTrust, the subscription-based company he cofounded to help people safeguard their digital assets and share them with loved ones today or after they pass away. Daniel has an interesting title-- he currently serves as Chief Storyteller. He uses his experience in journalism to build trust, understanding and connection with GoodTrust stakeholders—members, investors and partners alike. I recently interviewed Daniel for the inaugural D2C Summit, a new conference I cocreated with Global Media Association FIPP, and want to share that conversation with you here on the podcast. In our conversation, we talk about how to launch a new company in an undefined space, the power of transparency in storytelling, and how to use a journalistic lens to turbocharge your market research strategy.   Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...

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31

September 15, 2021 00:39:29
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Small Is Beautiful - Niching Down Your Subscription to Grow Faster with Mindful.org CEO Bryan Welch

Mindful.org is dedicated to a very specific goal--sharing the gifts of mindfulness through content, training, courses, and directories— and helping people enjoy better health, foster more caring relationships, and cultivate a more compassionate society.   Because of that core focus, Mindful has been able to develop deep expertise about how people want to engage in mindfulness--expertise which has provided a launching pad for a range of additional offerings, including a very successful corporate training business, which has become a larger source of revenue than the subscription itself.   In other words, their niche focus has allowed them to be more impactful, while generating multiple revenue streams to support their mission.   In this conversation with Mindful.org CEO Bryan Welch, we’ll discuss how you can build multiple revenue streams around a strong vertical with a small number of passionate members. This conversation was recorded as part of the D2C (Direct to Consumer) Summit that I coproduced with FIPP, the Global Media Association, so you’ll hear a couple of references to the conference.   Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...

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30

September 08, 2021 00:41:38
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How to Reinvent Your Organization as a Member-driven Movement with Ariel Zirulnick of The Membership Puzzle Project

Since The Membership Puzzle Project (MPP) launch in May 2017, they have studied, advised, and supported more than 100 newsrooms around the world, from Akron, Ohio, to New Delhi, India as they make the transition to a member-driven newsroom. In this conversation I’m talking with Ariel Zirulnick, who runs MPP's Membership In News Fund, which supports these exceptional experiments with.   I recently interviewed Ariel for the inaugural D2C Summit, a new conference I co-created with Global Media Association FIPP and want to share that conversation with you here on the podcast.   In our conversation, we discuss the original goals of the MPP as this public research project nears its end, explore how the project has fared since launching four years ago, and share key lessons from the Project that can help any membership organization to thrive.    Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...

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29

September 03, 2021 00:39:00
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How Strava Built a Subscription Business within a Social Platform with Strava CRO David Lorsch

Just over 10 years ago, I had my first conversation about the idea that would become Strava with serial entrepreneurs Mark Gainey and Michael Horvath. They talked to me about their bold objective of building the world's largest community of athletes.   Since then, they've achieved that goal, touching over 90 million athletes and logging over five billion activities across more than 30 sports in virtually every country in the world. While subscriptions have always been a part of Strava, in the past year, they've moved some of their most popular features behind the paywall and an introduced a bunch of new features for paying subscribers.   I recently interviewed David Lorsch, Strava’s CRO for the inaugural D2C Summit, a new conference I co-created with Global Media Association FIPP, and want to share that conversation with you here on the podcast. We discussed how Strava determined what should be free and what should be paid as they build a subscription business around a social platform, and how to guide members to make the most of their membership.   Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...

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