Subscription Stories: True Tales from the Trenches

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge ... more

Latest Episodes

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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29

June 04, 2021 00:05:06
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Season 2 Wrap-Up with Robbie Kellman Baxter

As we wrap up Season 2, we’re reflecting on the amazing guests we had, and all of the wisdom that was shared.   We covered best practices in pricing, scaling and supporting your subscription offering, and did deep dives on what membership means at organizations including CrossFit, Nike and YPO.   Take a listen to this 5 minute short, to hear about them all.  We’ll be back with new episodes this fall!   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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28

May 19, 2021 00:36:11
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Managing Subscription Partnerships for HBO Max Across Multiple Channels with WarnerMedia's Molly O'Connor

Much has been written about the so-called "Streaming Wars." The market for streaming video content is crowded with players, each with unique strengths - from Netflix's digital native, early adopter status, the platform power of Apple and Amazon, to the highly specific and valuable content of niche players like Crunchy Roll or the History Channel, whom we recently profiled on this show. Anyone interested in subscription models can learn a lot from understanding the diverging strategies of streaming players, many of whom number among the most powerful companies in the world. Today's guest, Molly O'Connor leads Business Planning Strategy for WarnerMedia Sales Distribution, HBO Max, Cinemax and Turner Networks, all US distribution partners. That means she's responsible for managing the (sometimes competing) demands of the consumers, cable and satellite partners, and the app stores, weaving these disparate products and partners into a single cohesive strategy. In our conversation, we discuss how to think about balancing direct and indirect channels, how a subscription offering can achieve strategic and/or financial objectives and the nerdy world of subscription math.   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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