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Subscribed

Tien Tzuo

Subscribed

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19min

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We may think that the future is exclusively online, but then we see companies like Starbucks, that apply other strategies and stop selling their coffee online. It is increasingly harder to differentiate ourselves from the competition on the Internet. However, in our store we can do different things, create unique experiences. We are in the era of Subscription Economy and Subscribed reveals to us how essential it is to stay in the market, improve the 4 P’s of marketing, adopt growth strategies, and revise our vision about profitability. Whatever the business, the most important thing is to discover how to establish a relationship with our customers, putting them at the center of everything we do.

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Analysis and key concepts

01.

Subscription Economy: a new business model

02.

The end of an era and the birth of a new type of consumer

03.

Changing the vision to stay in the market

04.

The golden age of streaming services

05.

Mobility is being centered around the customer

06.

The deep transformation of the publishing industry

07.

What determines the change from the traditional model to the subscription model

08.

The IoT ecosystem and how our daily lives are changing

09.

Staying in beta forever: the key to success for companies

10.

How to improve the 4 P’s of marketing

11.

Eight strategies to keep your growth constant

12.

How to calculate the profitability of a business

13.

Quotes

14.

Take-home message

01. Subscription Economy: a new business model

In the last century, business schools have been preaching a single idea: the fundamental goal of any business is to create a successful product and sell as many units as possible in order to dilute fixed costs and increase margins. This model no longer exists. Today the goal of any business is to start by understanding the wishes and needs of a customer base, and then create a service or product that satisfies these demands, providing them continuous value. The idea is to transform clients into subscribers to generate recurring revenue. A new business model called Subscription Economy.

We are at a turning point in the history of business. The world is moving from products to services. Subscriptions are growing because billions of digital customers prefer access rather than ownership. This means that everything in your company will have to change.

02. The end of an era and the birth of a new type of consumer

03. Changing the vision to stay in the market

04. The golden age of streaming services

05. Mobility is being centered around the customer

06. The deep transformation of the publishing industry

07. What determines the change from the traditional model to the subscription model

08. The IoT ecosystem and how our daily lives are changing

09. Staying in beta forever: the key to success for companies

10. How to improve the 4 P’s of marketing

11. Eight strategies to keep your growth constant

12. How to calculate the profitability of a business

13. Quotes

14. Take-home message

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Many useful tips to:

  • Move towards a subscription-based business model.
  • Understand how this new business model works and how to apply it to a company.
  • Know the stories of many companies that have gone through this transition.

Tien Tzuo is the CEO of Zuora, a platform that helps companies manage subscriptions and meet their needs in the growing Subscription Economy. Zuora is a Silicon Valley “unicorn” that has more than eight hundred employees and over one hundred thousand customers worldwide. Zuora’s headquarters are located in Silicon Valley, but the company has offices also in Europe, China, Japan, and Australia.

Publishing house:

Portfolio Penguin

Year:

2018

Pages:

256

ISBN:

978-0241363669