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Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm, as well as the author of the bestselling The Membership Economy: Find Your Superusers, Master the Forever Transaction a Build Recurring Revenue.   Her new book The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave was released in April of this year. (Download a chapter of the book for free) She coined the popular business term “Membership Economy", which is now being used by organizations and journalists around the country and beyond.  Her clients have included large organizations like Netflix, the Wall Street Journal, and Microsoft, as well as dozens of smaller venture-backed companies.  Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries. Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen a Hamilton, and a Silicon Valley product marketer.    Robbie has been quoted or interviewed by dozens of media outlets, including CNN, NBC, and NPR. As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities.  She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.   You can find more about Robbie on her website https://robbiekellmanbaxter.com/ Additional goodies for your audience are available here: https://robbiekellmanbaxter.com/audience   What you will learn  How to use the subscription business model to transform your business  The membership economy success secrets  Why you should know what problem your solving for your customer Tips on how to create and sell digital products even when you have a physical product The importance of getting that first sale commitment How Peloton is transforming and disrupting the gym business model Why owning your content is important Create premium content that people will pay for The power of limiting free content to 5-10 pieces a month. Then ask for a subscription to get the rest. Understand this distinction: Membership is about the way you feel about your customers, subscription is a pricing decision that you make to capture the value from those customers Subscription model can work for solopreneurs who have expertise and are subject matter experts  How retailers can create a membership model with loyalty programs where you pay up front for additional benefits. Why the subscription model can apply to almost every industry The 3 vital steps to a successful subscription model of launch, scale and lead Step One: Launch - Understand your customer first and then two continue to offer them that forever promise and deliver on it. And keep your product and offer simple. Step Two: Scale - Use technology to scale and watch your top two metrics of customer acquisition costs and lifetime customer value. Step Three: Lead - Keep evolving and lead in your industry to continue to grow a loyal customer base with minimal churn.