255: Robbie Baxter, transforming business relationships into recurring revenue streams for mutual benefit

Robbie Kellman Baxter, author of The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Robbie Kellman Baxter and Bill Ringle break down a case study of how to transform a business relationship into a membership model for small business leaders.

>>> Visit MyQuestforTheBest.com for complete show notes and more expert advice and inspiring stories to propel your small business growth.

Interview Insights

Read the Show Notes from this Episode

  • Robbie shares that the essence of the Forever Transaction inside the context of the membership business model. [1:40]
  • Robbie discusses how Apple builds key components to the membership economy. [3:50]
  • Robbie talks about membership for start-ups and small companies. [6:30]
  • Robbie shares how to create a type of membership offering for your customers. [9:00]
  • Robbie cites actual companies that embrace the membership economy. [10:18]
  • Robbie shares how cannibalization can affect your business model. [12:42]
  • Robbie discusses how important it is to find out what people are willing to pay for. [18:20]
  • Robbie explains another benefit of memberships is eliminating the middleman so you can own the relationship. [18:57]

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Subscribe on Your Favorite Podcast App

Click to listen and subscribe to your favorite place to enjoy podcasts below so you are the first to know when a new episode is released. My Quest for the Best is the podcast where ambitious small business leaders discover strategies and tactics to unlock their growth potential.

Give us a 5-star rating and positive review to make it easier for other small business owners to find and benefit from our work!

Expert Bio

Robbie Kellman Baxter brings over twenty years of strategy consulting and marketing expertise to Peninsula Strategies, her strategy consulting firm focused on helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers. Her clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Oracle, Electronic Arts and eBay. Over the past 18 years, Peninsula Strategies has advised over 100 organizations in over 20 industries on growth strategy.

A sought-after writer and keynote speaker, Robbie has presented to alumni organizations at Stanford, Harvard and Haas, associations including the AICPA, the American Society of Association Executives, and the National Restaurant Association and organizations including the Wall Street Journal, and Coursera. She has been quoted on business issues in the Wall Street Journal, The New York Times, and Consumer Reports, and has had pieces published in HBR.org, CNN.com, Associations Now and the Journal for Quality & Participation. Robbie has created and starred in eight video courses in collaboration with LinkedIn Learning on business topics ranging from innovation to customer success and membership. Robbie is also on the board of Amava, an organization dedicated to helping people stay active and engaged post-career.

As the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, a book that has been named a top 10 marketing book of all time by BookAuthority, Robbie coined the popular business term “Membership Economy”, which is now being used by organizations and journalists around the country and beyond. Robbie’s expertise with companies in the emerging Membership Economy extends to include SaaS, media, consumer products and community organizations. Her new book, The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave, releases in March, 2020.

Prior to launching Peninsula Strategies, Robbie was a strategy consultant at Booz-Allen & Hamilton, a New York City Urban Fellow and a Silicon Valley product marketer. Robbie received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.

Contact Info for Robbie Baxter

Web address: https://robbiekellmanbaxter.com/

Travels from: San Francisco Bay Area, CA

Social Media Links

​Books Authored by Robbie Baxter

Resources Mentioned During the Interview

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