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September 08, 2015

Comments

Clint Hankinson

Robbie,
Thanks for writing Membership Economy. I'm excited to put these principles into a new membership model I'm working on for my organization.
A question I've received is what happens if a member joins for a month, downloads our content, then cancels the membership. Should this be a concern, and if so, how should I structure my site to combat that?
Thanks again!
Clint

Robbie Baxter

HI Clint,

Thanks for your question!

I don't think it makes sense to have a subscription where you can download (own) the content. Either your model is about access, or about ownership.

So...
1. No downloads (or exploding downloads, like what Apple does when you rent movies)
2. Minimum 1 year membership followed by monthly, so that if they're accessing a year's worth of content in one day, they still pay for a year's worth.
3. AND MOST IMPORTANTLY...you need to keep updating what's available in the subscription to meet changing needs. Constant iteration means that your members want to stay because they know you will keep evolving.

Robbie

PS There's a lot more about pricing of subscriptions in my book, The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue.

Clint Hankinson

Excellent. Thanks!

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