The Importance of Subscription in Business

Subscriptions aren’t new – the business model dates back to trade guilds in the 12th century. But Robbie Kellman Baxter, an expert on the business of subscriptions, says with new billing platforms, remote customer support, and digital services, it’s worth considering how to make subscription business models work for your company.

“Predictable revenue is great. So you can manage the money you have and you can plan with confidence for your future,” she tells IdeaCast host Curt Nickisch. “Most of these businesses are also direct to the end customer, which also allows a deeper relationship with the customer.”

Key topics include: subscription fatigue, customer experience, entrepreneurship, how the pandemic changed subscription behavior, what went wrong at Blue Apron, innovation, and ethics.

HBR On Strategy curates the best case studies and conversations with the world’s top business and management experts, to help you unlock new ways of doing business. New episodes every week.

• Listen to the original HBR IdeaCast episode: Every Business Can Be a Subscription Business (July 2020)
• Find more episodes of HBR IdeaCast.
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