Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization?

In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books  "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web.

KEY HIGHLIGHTS

🧮 What it means to “optimize the product for forever”.
🍯 People in an organization will optimize for whatever metric you give them, so it’s important to pick the right ones.
🥢 What made Netflix’s adoption of the subscription model pioneering.
🍀 How Netflix teams reflected their priorities in their internal dashboards.
🍄 The story of how an acquisition team’s strategy hobbled the retention team’s work.
🥮 How critical it is to offer the right incentives to newly acquired users.
🐰 Why pricing is not the most important issue when building a membership model.
🏄🏿‍♂️ Addressing the risk of cannibalization.
🌵 Free trial or Freemium? When to pick what.
🌨 How large companies pivoted their products to subscription models successfully.
🍶 How Adobe approached the transition to subscription models.

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/subscription-apps-growth-robbie-kellman-baxter/

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Note:
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