358: The Membership Economy, with Robbie Baxter
The membership economy is focused on teaching people how to create their own. At the same time, it includes some deeper marketing and human behavior principles that are useful to know in other contexts.
We have Robbie Baxter, Founder of Penisula Strategies, author of The Forever Transaction and The Membership Economy, with us on this edition of the Conquer Local Podcast. Robbie coined the term membership economy to describe a massive transformation in every organization, from nonprofits and associations to the most profitable of companies. Which of the following companies do you think uses the subscription revenue model: Netflix, NBA, eBay, Oracle, Electronic Arts, or Microsoft? Trick question, they ALL are. We learn how an SMB can establish a subscription revenue model, the best way to target your audience, and why recurring revenue is the holy grail.
Robbie Kellman Baxter is a consultant, author, and speaker. She is also the author of The Membership Economy and The Forever Transaction and hosts the podcast Subscription Stories. Robbie has more than 20 years of experience providing strategic business advice to major organizations, including Netflix, Fitbit, Microsoft, and Consumer Reports. She has been focused on subscription and growth strategies for the past decade. Baxter has been featured in the Wall Street Journal and on CNN. She earned her MBA from the Stanford GSB and graduated with honors from Harvard College.