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

22

March 17, 2021 00:32:22

Using an eCommerce Subscription to Change the World with OurShelves' Alli Harper

Most subscription entrepreneurs initially are attracted to the model for its predictable recurring revenue, but there are other benefits to having an ongoing relationship with members. Alli Harper works at the intersection of subscription eCommerce and social impact. Dedicated to the advocacy of promoting diversity in the picture book industry, Alli is building OurShelves, a scalable enterprise that serves the underestimated audience for diverse children's books. Trained as a lawyer and community organizer, Alli launched the business from her kitchen table in the home she shares with her wife Jenn and their two children. Host Robbie Kellman Baxter featured Alli’s launch story in her recent book, The Forever Transaction. She now invites her to the podcast to share the way she is using her subscription business to persuade publishers to include more diverse families in the everyday stories they tell in their children’s books. 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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21

March 10, 2021 00:34:43
Membership as a Flywheel for Tomorrow's Growth With Hagerty's McKeel Hagerty

Membership as a Flywheel for Tomorrow's Growth With Hagerty's McKeel Hagerty

McKeel Hagerty is the CEO of Hagerty, a specialty provider of classic car insurance and lifestyle company headquartered in Traverse City, Michigan. The company has become well-known for the tremendous loyalty of their policyholders, who feel a kinship with the brand and its forever promise of helping classic car enthusiasts get the most enjoyment from their passion. Host Robbie Kellman Baxter met McKeel when she was helping the company as they prepared to launch the Hagerty Drivers Club. In this episode, they talk about how this insurance company has transformed into a lifestyle organization with a powerful membership offering by focusing on their forever promise. They also discuss how Hagerty has nurtured, engaged and celebrated their Superusers – those people who go beyond just being loyal subscribers and contribute their own time, resources and skills to support the Hagerty Brand.   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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20

March 03, 2021 00:34:42
Tinder's Renate Nyborg On Going Global With Your Subscription Model

Tinder's Renate Nyborg On Going Global With Your Subscription Model

As subscription organizations scale, one of the trickiest challenges they face is entering international markets. While they often focus first on things like managing local currency, translating copy into local languages, and ensuring compliance with local regulations around privacy, securities and recurring billing, these tactical steps are only table stakes. It takes much more than that to truly localize the subscription experience for a particular region. Today, host Robbie Kellman Baxter and her guest talk about what it really takes to grow your subscription rapidly outside of your home country. Renate Nyborg is an expert on globalization strategies for subscription-based business. Prior to her current role as General Manager of the EMEA region for Tinder, she spent many years helping two of the world’s biggest subscription companies and many small and fast-moving European subscription startups learn to compete on a global stage. In this wide ranging conversation, Robbie and Renate discuss how to staff your first international program, the biggest mistakes American subscription businesses make when scaling into Europe, and the most powerful secret to increasing lifetime customer value, not just in Europe, but everywhere. 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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19

February 24, 2021 00:34:19
Why Customer Success Matters For Subscriptions With Gainsight CEO Nick Mehta

Why Customer Success Matters For Subscriptions With Gainsight CEO Nick Mehta

With subscription models, acquisition is only the starting line. Organizations need to develop competence around onboarding new members, driving engagement, and expanding the relationship to maximize customer lifetime value. A whole new discipline has grown around this idea of "customer success," often replacing customer support, and with a radically different focus. Customer success is about proactively ensuring that subscribers get the value they're paying for. On this episode, Robbie speaks to Nick Mehta, CEO of Gainsight, often called The Customer Success Company. Nick is both an expert on the emerging discipline of customer success and the leader of a SaaS company that is forever dedicated to a promise of “helping businesses develop deep and lasting relationships with their customers.” They explore the secrets of customer success—what it is, why its growth so closely aligns to the rise of subscription-based businesses and Saas specifically, and how a customer success orientation can help dramatically increase your customer lifetime value, a key metric in the membership economy. 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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18

February 17, 2021 00:34:29

CrossFit's Eric Roza on Taking Over a Beloved Membership Organization After a Crisis, and Keeping the Magic

In mid-2020, Eric Roza bought CrossFit, Inc. from CrossFit Founder and former CEO, Greg Glassman. The sale was first announced on June 24, 2020, just a few weeks after Glassman had resigned as CEO amidst a swirl of controversy. Eric took over as CEO at a critical time for a membership organization known for its cult-like following and devoted members. He brings tremendous experience and passion to CrossFit. Robbie Kellman Baxter invited Eric to the show because she's been fascinated by CrossFit since her sister and brother-in-law discovered it in 2010. She wrote about how CrossFit develops superusers, members so committed and passionate that they spend their own money and time for the good of the brand, in her book, The Membership Economy. In this episode, Eric and Robbie talk about how to right a membership culture after a crisis, walking that fine line of rebuilding the organization while not losing what had made it great, and bringing together a broad group of stakeholders around a new forever promise. 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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17

February 10, 2021 00:35:25

Steve Cakebread, Author Of "The IPO Playbook," On Taking Your Subscription Business Public

Today’s guest, Steve Cakebread, knows a great deal about subscription pricing models and IPOs. Steve has brought three notable subscription-based companies—Salesforce, Pandora, and Yext—to successful initial public offerings, or IPOs, and served on the board of three other subscription-based companies - eHealth, SolarWinds, and Bill.com - as those companies went public. Steve is frequently sought-out for his advice on IPOs, often fielding three or more requests in a single week. He decided to put his advice on the subject into a new book, The IPO Playbook: An Insider’s Perspective on Taking Your Company Public and How to Do It Right. On today’s show, Steve sits down with Robbie Kellman Baxter for a discussion on why investors love subscriptions, how to take your subscription business public, what it takes to build a solid foundation, and how to tell your subscription story in a way that investors will understand.   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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