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    The membership economy : find your superusers, master the forever transaction, and build recurring revenue / Robbie Kellman Baxter.

    By: Baxter, Robbie KellmanMaterial type: TextTextPublisher: New York : McGraw-Hill Education, [2015]Description: xiii, 255 pages ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780071839327; 0071839321Subject(s): Customer clubs | Marketing | Customer relations | Customer clubs | Customer relations | Marketing | Kundklubbar | Marknadsföring | KundrelationerDDC classification: 658.8/7 LOC classification: HF5415.525 | .B39 2015
    Contents:
    Section I: What you need to know about the membership economy -- How the membership economy fits into the bigger picture -- Why the membership economy matters -- The many faces of the membership economy -- Section II: Membership economy strategies and tactics. Build the right organization -- Build an effective acquisition funnel from the bottom up -- Onboard members for success and superusers -- Start simple with pricing, but leave room for flexibility -- Incorporate "free" as a tactic, not a strategy -- Use the right technology and track the right data -- How to retain members (and when to let them go) -- Section III: Membership organizations come in all shapes and sizes. What you can learn from online subscriptions -- What you can learn from online community models -- What you can learn from loyalty programs -- What you can learn from traditional membership economy companies -- What you can learn from small businesses and consultancies -- What you can learn from nonprofits, professional societies, and trade associations -- Section IV: The membership economy and transformation. From idea to start-up -- From start-p to mature organization -- From offline to online -- From ownership to access -- From business as usual to competitive disruption -- Conclusion: How you can start transitioning today.
    Summary: The membership business models of Netflix, ZipCar, 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 perfected. Join Today shows how nimble companies that have developed a Membership Model are thriving. Companies including those that rent, lend or offer unlimited or premium access instead of just ownership, have the opportunity to leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. The book also explores how industry leaders like AmEx, Uber, Weight Watchers, and Salesforce.com are radically rethinking how they provide value to their customers.
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    Author autographed copy.

    Includes bibliographical references (pages 243-247) and index.

    Section I: What you need to know about the membership economy -- How the membership economy fits into the bigger picture -- Why the membership economy matters -- The many faces of the membership economy -- Section II: Membership economy strategies and tactics. Build the right organization -- Build an effective acquisition funnel from the bottom up -- Onboard members for success and superusers -- Start simple with pricing, but leave room for flexibility -- Incorporate "free" as a tactic, not a strategy -- Use the right technology and track the right data -- How to retain members (and when to let them go) -- Section III: Membership organizations come in all shapes and sizes. What you can learn from online subscriptions -- What you can learn from online community models -- What you can learn from loyalty programs -- What you can learn from traditional membership economy companies -- What you can learn from small businesses and consultancies -- What you can learn from nonprofits, professional societies, and trade associations -- Section IV: The membership economy and transformation. From idea to start-up -- From start-p to mature organization -- From offline to online -- From ownership to access -- From business as usual to competitive disruption -- Conclusion: How you can start transitioning today.

    The membership business models of Netflix, ZipCar, 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 perfected. Join Today shows how nimble companies that have developed a Membership Model are thriving. Companies including those that rent, lend or offer unlimited or premium access instead of just ownership, have the opportunity to leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. The book also explores how industry leaders like AmEx, Uber, Weight Watchers, and Salesforce.com are radically rethinking how they provide value to their customers.

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