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About Robbie Kellman Baxter
Robbie Kellman Baxter is the author of both THE FOREVER TRANSACTION and THE MEMBERSHIP ECONOMY. She first coined the phrase “Membership Economy", over 10 years ago, and it’s now part of the business lexicon used by organizations and journalists around the world.
THE MEMBERSHIP ECONOMY was recently named a top 10 Marketing Book of all time by BookAuthority.
Robbie is the founder of Peninsula Strategies LLC. Her firms clients have included Netflix, Microsoft, and The Wall Street Journal as well as several venture-backed private companies and associations. Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries.
Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton, and a Silicon Valley product marketer. She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.
Robbie has been interviewed by CNN, NBC, and NPR. She has presented to thousands of people in corporations, associations, and universities.
She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business. For more information go to www.robbiekellmanbaxter.com
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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, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.
Moving to a Subscription Business Model Can Be Hugely Lucrative—But Also Quite Risky. Bestselling Author Robbie Baxter Offers a Step-by-Step Blueprint to Improve Your Odds of Success
Everyone wants to build a business based on the long-term relationship with the customer, but few businesses know exactly how to do it. In The Forever Transaction, Robbie Kellman Baxter tells you how to make the vision a reality. Whether you call it membership, subscription, or true customer-centricity, The Forever Transaction is the handbook you need for making it happen.
Inside, you’ll receive not just the inspiration, but also the tools and insight you need to take action in your own business, no matter what industry you're in. Baxter has unparalleled breadth of knowledge, working with a huge range of organizations in charting their strategies to 'forever' relationships. Here she identifies and shares her experiences, along with actionable steps for success.
Yes, starting a subscription business is inherently risky, especially if you’re an established company built on a transactional model. It requires transformation in every area of your business. But more and more companies are realizing that the potential rewards outweigh potential downfalls. Perhaps yours is one of them. And as long as you know the lay of the land starting out, you can make the right decision for you and go on to achieve long term success.
The Forever Transaction reveals how companies like Under Armour, Microsoft, and Netflix have managed to build a growing customer base of loyal subscribers—and keep them coming back. It takes you through every step of the process—from initial start-up to new product testing to scaling the operation for long-term growth and sustainability to revamping your culture so that everyone works together to optimize customer lifetime value. It covers all the essentials like subscription pricing, Software-as-a-Service, digital community engagement, and freemium incentives as a way to turn casual browsers into cash-paying superusers.
The Forever Transaction also features first-hand insights into subscription superstars like Amazon, eBay, and Target. Most importantly, it shows you how to build lasting relationships with your customers that are the very foundation of business success—today, tomorrow, and forever.