“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 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.
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 ...
Most subscription-based businesses focus too much on acquisition and not enough on retention. But actually retention improvements are usually more effective, both for total revenue AND profitability. Today’s guest Patrick Campbell couldn’t understand why so many organizations weren’t doing the math, and so he started his company Profitwell to help companies better manage churn. Patrick says you have more churn levers than you think. They include how you target prospects, onboard subscribers, support engagement, and of course what you say when they are getting ready to leave. And did you know that one of the best places to look for new subscribers is in your list of former subscribers? In today’s episode, we’ll show you how to optimize your subscription for fewer and softer Goodbyes… from the moment you say Hello. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Subscription Stories Community today: robbiekellmanbaxter.com Twitter Facebook ...
Anthony Napolitano, VP and General Manager of HP’s Instant Ink Subscription Service, joins Robbie to discuss his role as an intrapreneur, and what it’s like to be the subscription guy in a transactional business. They cover running a physical subscription business, ensuring customers get full value from their subscriptions, and managing a business in times of change. Highlights from this episode: 1:40 -- Anthony’s journey at HP 4:13 -- The birth of Instant Ink 6:42 -- Additional challenges of being a physical product subscription 10:57 -- The metrics used to diagnose problems or anticipate opportunities within the business 13:05 -- Addressing and solving Instant Ink’s key consumer issues 18:43 -- How Instant Ink caters to its superusers 21:54 -- The importance of a company continuing to evolve with the needs of the customers 23:21 -- Onboarding to ensure a customer gets the value they are paying for 28:26 -- Anthony’s contribution to HP as a whole 30:26 -- Advice for fellow intrapreneurs who are leading subscription in businesses that don’t typically do subscriptions 34:37 -- Anthony’s lessons learned and business approach during the COVID-19 pandemic 38:20 -- Robbie’s Speed Round Links: Anthony’s LinkedIn: https://www.linkedin.com/in/anthonynapolitano/ Hewlett-Packard’s Instant Ink: https://instantink.hpconnected.com/us/en/l/ Podcast Website: https://robbiekellmanbaxter.com/podcast Robbie’s Book THE FOREVER TRANSACTION: https://robbiekellmanbaxter.com/the-forever-transaction/ Anthony's Bio: Anthony Napolitano specializes in profitably scaling subscription businesses. Anthony joined Hewlett-Packard in 1997 as a financial analyst in the Notebook Computer Division. Over the next 23 years he progressed through various levels of management in the areas of Finance, Global Supply Chain, Procurement, Quality and General Management. For the past five years, he has served as the Vice President, General Manager of HP’s Instant Ink Subscription Service. Anthony earned a BA from Loyola Marymount University and an MBA from the University of Southern California Marshall ...