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The Forever Transaction
Book

The Forever Transaction

How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Robbie Kellman Baxter
McGraw-Hill, 2020

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Editorial Rating

9

Qualities

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

Zuora’s Subscription Economy Index for the fourth quarter of 2018 reported that membership business revenues are increasing some five times faster than the revenues of S&P 500 firms. In the United States alone, people spent an average $237 monthly on subscriptions in 2018 – and that was pre-COVID-19. Buyers subscribe to many products and services, such as fancy boxed dinners to cook at home or online movies, to gain predictability and convenience. Robbie Kellman Baxter, an expert on subscription pricing and membership programs, teaches companies how to establish sustainable programs that enlist loyal customers as dedicated members or subscribers and retain them for the long run and for long-range profit.

Take-Aways

  • Build enduring relationships with customers through a subscription or membership program.
  • Subscription and membership programs serve targeted customers by consistently fulfilling a “forever” promise.
  • Subscription and membership programs require extensive testing.

About the Author

Peninsula Strategies founder Robbie Kellman Baxter has served as a New York City Urban Fellow. She has worked as a consultant at Booz Allen Hamilton, and a Silicon Valley product marketer. She also wrote bestseller The Membership Economy.

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