Robbie Kellman Baxter: Author of The Membership Economy and a Keynote Speaker

Summary: In this episode, Dave shares the show with Robbie Kellman Baxter, author of The Membership Economy, a keynote speaker and consultant. Listen as Robbie introduces the audience to the power of the membership and subscription business model, and how any business can implement a few key strategies to become one. Time Stamped Show Notes: 00:28 – Dave introduces Robbie 00:38 – The Membership Economy 00:40 – Dave talks more about Robbie's background 01:30 – Innovation Hub with Kara Miller 02:27 – Amazon Prime, Subscribe and Save, Blue Apron, Barkbox, Dollar Shave Club, Microsoft Office 360, Salesforce, Hubspot, Rackspace, Quickbooks 03:05 – What Robbie does 04:08 – Working for Fields 04:39 – Influences and upbringing 05:14 – Growing up in Silicon Valley 06:19 – Studied poetry in college 08:10 – Summer at Mrs. Fields 09:28 – Debbie Fields & Randy Fields 10:45 – Dave's work experience 11:32 – Perception is reality 12:58 – Beginning of subscription based businesses 13:31 – Formal known relationship with customers 14:08 – Technology has expanded in such a way to expand the infrastructure that enables trusting relationships 15:30 – There are new ways to offer the value that the consumer really wants without the burden of ownership 16:10 – Loyalty cards and programs 16: 31 – Tripadvisor 16:58 – Yahoo, Oracle, Ebay, and Netflix 17:42 – Peninsula Strategies 18:25 – Working with Netflix 21:03 – Smaller businesses that have incorporated membership subscriptions 21:08 – Riches in the Niches 21:26 – Any kind of business can become a membership business or can apply principles of the membership economy to build greater engagement loyalty with their audience 22:40 – Looking for ways to maximize value for the consumer 23:20 – Our audience doesn't want to get sold to –they hate marketing 25:00 – Dave shares his business experience 27:15 – Dave shares an anecdote 28:22 – Thinking about your long-term relationship with your customers and continuing to evolve the product you offer to them 28:44 – You have to follow the need and continue to meet the mission 29:45 – Physical membership economy and its benefits Convenience Cost Saving Discovery 31:48 – Subscription fatigue 32:42 – Hiding the cancel button 34:18 – Reputation goes a very long way 35:38 – Recurring revenue 38:03 – APPO (Association of Personal Photo Organizers) 3 Key Points: There are new ways to offer the value that consumers really want without the burden of ownership. Any kind of business can become a membership business. Thinking about your long-term relationship with your customers and continuing to evolve the product you offer them is a gateway to success. Resources Mentioned: Entrepreneur's Organization – The EO Network The Membership Economy – book authored by Robbie Innovation Hub with Kara Miller –mentioned by Dave Fields –where Robbie had her first job Silicon Valley –Robbie's hometown Debbie Fields & Randy Fields –owners of Mrs. Fields Peninsula Strategies – Robbie's company APPO (Association of Personal Photo Organizers) –mentioned by Robbie in her recurring revenue example Credits: Show Notes provided by Mallard Creatives