Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Find Your Superusers, Master the Forever Transaction, and Build Recurring Revenue
1. Auflage
Erschienen am 20. März 2015
209 Seiten
978-0-07-183933-4 (ISBN)
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Beschreibung
The ",membership", business models of Netflix, Weight Watchers, and other industry giants revealed and how you can use them to lead your company to the top of the food chain For decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model. But it has only been in recent years that the model has been transformed and perfected through massive changes in technology. The Membership Economy shows how nimble companies that focus on ongoing, formal relationships over one-time transactions are thriving. By renting, lending, or offering access instead of just ",ownership,", organizations can leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. With great case studies from American Express, LinkedIn, CrossFit, Salesforce.com, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.
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Inhalt
- Cover
- Title Page
- Copyright Page
- Contents
- Foreword
- Acknowledgments
- Introduction
- SECTION I What You Need to Know About the Membership Economy
- 1 How the Membership Economy Fits into the Bigger Picture
- 2 Why the Membership Economy Matters
- 3 The Many Faces of the Membership Economy
- SECTION II Membership Economy Strategies and Tactics
- 4 Build the Right Organization
- 5 Build an Effective Acquisition Funnel from the Bottom Up
- 6 Onboard Members for Success and Superusers
- 7 Start Simple with Pricing, but Leave Room for Flexibility
- 8 Incorporate "Free" as a Tactic, Not a Strategy
- 9 Use the Right Technology and Track the Right Data
- 10 How to Retain Members (and When to Let Them Go)
- SECTION III Membership Organizations Come in All Shapes and Sizes
- 11 What You Can Learn from Online Subscriptions
- 12 What You Can Learn from Online Community Models
- 13 What You Can Learn from Loyalty Programs
- 14 What You Can Learn from Traditional Membership Economy Companies
- 15 What You Can Learn from Small Businesses and Consultancies
- 16 What You Can Learn from Nonprofits, Professional Societies, and Trade Associations
- SECTION IV The Membership Economy and Transformation
- 17 From Idea to Start-Up
- 18 From Start-Up to Mature Organization
- 19 From Offline to Online
- 20 From Ownership to Access
- 21 From Business as Usual to Competitive Disruption
- Conclusion: How You Can Start Transitioning Today
- Glossary
- Notes
- Index
