Kurbo’s Joanna Strober on a Digital Program to Make Kids Healthier

Episode 1 July 27, 2020 00:42:17
Kurbo’s
Subscription Stories: True Tales from the Trenches
Kurbo’s Joanna Strober on a Digital Program to Make Kids Healthier
/

Show Notes

“Our goal is to teach forever habits.” Joanna Strober has reimagined the youth weight loss industry through her wellness program, Kurbo. Tune in to hear Joanna talk with Robbie about the role of a human coach in a digital program, how to communicate with both parents and kids, and instilling habits in customers for the long term.

Highlights from this episode:

7:00 – Joanna talks about what triggers people to enroll in subscriptions and what motivates people to make subscription a habit

9:52 – Robbie and Joanna talk about the 7 key areas of competence in a subscription business, and about why WW is more passionate about their subscription mission than their subscription product

16:40 – Joanna talks about Kurbo’s FOREVER PROMISE

17:24 – Kurbo’s “reverse freemium” model, and the power of breaking the mold when it comes to adopting a subscription model

19:50 — Robbie and Joanna talk about customer success, its importance, and what it looks like

23:50 – Joanna explains why human connection is essential and hints at Kurbo’s “Secret Sauce”

27:00 – Weathering negative social media storms

34:40 – The challenges of the launch, scale, and lead phases of growing a business

37:00 – Joanna gives advice to entrepreneurs who want to start a business in THE MEMBERSHIP ECONOMY and investors who want to fund a business in THE MEMBERSHIP ECONOMY

39:22 – Joanna gives advice to smaller companies undergoing acquisition by a larger company

40:20 – Robbie’s speed round

Joanna’s Bio:

Joanna Strober is an entrepreneur and investor who founded Kurbo, the first digital weight loss platform for kids. Joanna grew Kurbo into a subscription business so successful that it caught the interest of WW (Weight Watchers reimagined), one of the biggest names in wellness. She is currently the CEO of Kurbo and a Senior Vice President at WW. Before diving into the weight loss industry, Joanna was Senior Managing Director at Sterling Stamos, and co-authored Getting to 50/50. Joanna earned a Bachelor’s Degree from University of Pennsylvania and a JD from UCLA school of Law.

Links:

Episode Transcript

No transcript available...

Other Episodes

Episode 14

October 21, 2020 00:38:08
Episode Cover

Mighty Network’s Gina Bianchini on How to Create a Community Worth Subscribing to

Gina Bianchini brings her community-building and subscription expertise to this episode. She joins Robbie to discuss the role of community in building a broader Forever Transaction, why some communities go off the rails, and how to use community as a starting point for membership, before layering in other elements of value, like content, digital courses and subscription commerce. Highlights from this episode: 1:57 - Why Gina decided to create another online community platform after leaving Ning 5:40 - The distinction between launching a subscription company, and an ad-based one 8:20 - The Myth of More - why content is not always the answer 11:36 - Subscription Overwhelm and how to avoid it 13:00 - How MightyNetworks defines “community” 15:47 - Knowing when not to build a community 16:39 - How COVID turned a community from social running to career networking 18:12 - The importance of focusing on helping a customer achieve their goal, not consume a product 22:26 - Two common mistakes when building a community 23:25 - The right resources and structure for starting that nascent community 26:26 - MightyNetwork’s extra easy approach to onboarding 31:21 - Story Time: how a group of Cacao Growers built a MightyNetwork of their own 33:10 - Gina’s advice for entrepreneurs and executives who are sitting on the sidelines of community 34:48 - Robbie’s Speed Round Gina's Bio: Gina Bianchini is the Founder & CEO of Mighty Networks, an online platform that serves “creators with a purpose.” Creators can offer experiences, relationships, and expertise to their members via community, content, online courses, and subscription commerce. All of these features are offered in one place, under the creator's brand. In addition to Mighty Networks, Gina serves as a board director of TEGNA, a $3 billion broadcast and digital media ...

Listen

Episode 36

October 20, 2021 00:35:14
Episode Cover

How the "Daily Homepage for the World's Largest Industry" is Rethinking the Future of Travel with Skift's Rafat Ali

In March of 2020, travel as we knew it abruptly ground to a near standstill. First cruise ships were docked, and then air travel quickly became limited to very special cases. Hotels stood empty except for those that held people in quarantine and the health care workers who cared for them. I think it’s fair to say that no industry has changed more as a result of COVID than travel. Today’s guest, Rafat Ali, has been at the forefront of understanding these changes, and the massive impact they are having on the entire industry. He is the founder and CEO of Skift, “the daily homepage for the world’s largest industry”, and perhaps the leading news source for travel executives. In today’s conversation, we’ll talk about the key changes happening in the world of travel that affect us all; why he believes in a reader-centric model optimized for travel professionals, rather than advertisers, and Skift’s recent decision to “debrand” their site. ...

Listen

Episode 16

February 03, 2021 00:34:53
Episode Cover

YPO's Scott Mordell on a Subscription that Makes CEOs into Superusers

Scott Mordell was CEO of the Young Presidents Organization, or YPO, from 2011 through 2020. What is fascinating about YPO is how intensely engaged their community is.  Members will move mountains to make sure they can attend their regular meetings, despite the fact that they’re among the busiest people in the world. Many of them even qualify as “Superusers”—host Robbie Kellman Baxter's word to describe members who go beyond just being good paying members, and actually contribute significant time and money of their own to benefit the organization. In this conversation, Robbie and Scott discuss the processes YPO has developed to attract, engage and retain CEOs around the world, the surprisingly friction-laden process they use to onboard new members, and the reason so many members become superuser. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...

Listen