Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
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Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Baxter, Robbie Kellman
McGraw-Hill Education - Europe
04/2015
272
Dura
Inglês
9780071839327
15 a 20 dias
483
Descrição não disponível.
Foreword by Allen Blue ix
Acknowledgments xi
Introduction 1
SECTION I What You Need to Know About
the Membership Economy
1 How the Membership Economy Fits into
the Bigger Picture 9
2 Why the Membership Economy Matters 17
3 The Many Faces of the Membership Economy 25
SECTION II Membership Economy Strategies and Tactics
4 Build the Right Organization 33
5 Build an Effective Acquisition Funnel fromthe Bottom Up 45
6 Onboard Members for Success and Superusers 55
7 Start Simple with Pricing, but Leave Room forFlexibility 67
8 Incorporate "Free" as a Tactic, Not a Strategy 81
9 Use the Right Technology and Track the RightData 91
10 How to Retain Members (and When to Let ThemGo) 101
SECTION III Membership Organizations
Come in All Shapes and Sizes 11 What You Can Learn from Online Subscriptions 117
12 What You Can Learn from Online Community Models 127
13 What You Can Learn from Loyalty Programs 137
14 What You Can Learn from Traditional MembershipEconomy Companies 147
15 What You Can Learn from Small Businesses andConsultancies 157
16 What You Can Learn from Nonprofits, ProfessionalSocieties, and Trade Associations 167
SECTION IV The Membership Economy and Transformation
17 From Idea to Start-Up 181
18 From Start-Up to Mature Organization 191
19 From Offline to Online 201
20 From Ownership to Access 211
21 From Business as Usual to CompetitiveDisruption 221
Conclusion: How You Can Start Transitioning Today 231
Glossary 239
Notes 243
Index 248
Acknowledgments xi
Introduction 1
SECTION I What You Need to Know About
the Membership Economy
1 How the Membership Economy Fits into
the Bigger Picture 9
2 Why the Membership Economy Matters 17
3 The Many Faces of the Membership Economy 25
SECTION II Membership Economy Strategies and Tactics
4 Build the Right Organization 33
5 Build an Effective Acquisition Funnel fromthe Bottom Up 45
6 Onboard Members for Success and Superusers 55
7 Start Simple with Pricing, but Leave Room forFlexibility 67
8 Incorporate "Free" as a Tactic, Not a Strategy 81
9 Use the Right Technology and Track the RightData 91
10 How to Retain Members (and When to Let ThemGo) 101
SECTION III Membership Organizations
Come in All Shapes and Sizes 11 What You Can Learn from Online Subscriptions 117
12 What You Can Learn from Online Community Models 127
13 What You Can Learn from Loyalty Programs 137
14 What You Can Learn from Traditional MembershipEconomy Companies 147
15 What You Can Learn from Small Businesses andConsultancies 157
16 What You Can Learn from Nonprofits, ProfessionalSocieties, and Trade Associations 167
SECTION IV The Membership Economy and Transformation
17 From Idea to Start-Up 181
18 From Start-Up to Mature Organization 191
19 From Offline to Online 201
20 From Ownership to Access 211
21 From Business as Usual to CompetitiveDisruption 221
Conclusion: How You Can Start Transitioning Today 231
Glossary 239
Notes 243
Index 248
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amazon, netflix, AT&T, Weight Watchers, amazon prime, salesforce, AARP, membership, loyalty, customer loyalty, rewards program, marketing,
Foreword by Allen Blue ix
Acknowledgments xi
Introduction 1
SECTION I What You Need to Know About
the Membership Economy
1 How the Membership Economy Fits into
the Bigger Picture 9
2 Why the Membership Economy Matters 17
3 The Many Faces of the Membership Economy 25
SECTION II Membership Economy Strategies and Tactics
4 Build the Right Organization 33
5 Build an Effective Acquisition Funnel fromthe Bottom Up 45
6 Onboard Members for Success and Superusers 55
7 Start Simple with Pricing, but Leave Room forFlexibility 67
8 Incorporate "Free" as a Tactic, Not a Strategy 81
9 Use the Right Technology and Track the RightData 91
10 How to Retain Members (and When to Let ThemGo) 101
SECTION III Membership Organizations
Come in All Shapes and Sizes 11 What You Can Learn from Online Subscriptions 117
12 What You Can Learn from Online Community Models 127
13 What You Can Learn from Loyalty Programs 137
14 What You Can Learn from Traditional MembershipEconomy Companies 147
15 What You Can Learn from Small Businesses andConsultancies 157
16 What You Can Learn from Nonprofits, ProfessionalSocieties, and Trade Associations 167
SECTION IV The Membership Economy and Transformation
17 From Idea to Start-Up 181
18 From Start-Up to Mature Organization 191
19 From Offline to Online 201
20 From Ownership to Access 211
21 From Business as Usual to CompetitiveDisruption 221
Conclusion: How You Can Start Transitioning Today 231
Glossary 239
Notes 243
Index 248
Acknowledgments xi
Introduction 1
SECTION I What You Need to Know About
the Membership Economy
1 How the Membership Economy Fits into
the Bigger Picture 9
2 Why the Membership Economy Matters 17
3 The Many Faces of the Membership Economy 25
SECTION II Membership Economy Strategies and Tactics
4 Build the Right Organization 33
5 Build an Effective Acquisition Funnel fromthe Bottom Up 45
6 Onboard Members for Success and Superusers 55
7 Start Simple with Pricing, but Leave Room forFlexibility 67
8 Incorporate "Free" as a Tactic, Not a Strategy 81
9 Use the Right Technology and Track the RightData 91
10 How to Retain Members (and When to Let ThemGo) 101
SECTION III Membership Organizations
Come in All Shapes and Sizes 11 What You Can Learn from Online Subscriptions 117
12 What You Can Learn from Online Community Models 127
13 What You Can Learn from Loyalty Programs 137
14 What You Can Learn from Traditional MembershipEconomy Companies 147
15 What You Can Learn from Small Businesses andConsultancies 157
16 What You Can Learn from Nonprofits, ProfessionalSocieties, and Trade Associations 167
SECTION IV The Membership Economy and Transformation
17 From Idea to Start-Up 181
18 From Start-Up to Mature Organization 191
19 From Offline to Online 201
20 From Ownership to Access 211
21 From Business as Usual to CompetitiveDisruption 221
Conclusion: How You Can Start Transitioning Today 231
Glossary 239
Notes 243
Index 248
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
