3 episodes

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

Subscription Stories: True Tales from the Trenches Robbie Kellman Baxter

    • Entrepreneurship
    • 4.9, 54 Ratings

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

    Kurbo’s Joanna Strober on a Digital Program to Make Kids Healthier

    Kurbo’s Joanna Strober on a Digital Program to Make Kids Healthier

    “Our goal is to teach forever habits.” Joanna Strober has reimagined the youth weight loss industry through her wellness program, Kurbo. Tune in to hear Joanna talk with Robbie about the role of a human coach in a digital program, how to communicate with both parents and kids, and instilling habits in customers for the long term.
    Highlights from this episode:
    7:00 – Joanna talks about what triggers people to enroll in subscriptions and what motivates people to make subscription a habit
    9:52 – Robbie and Joanna talk about the 7 key areas of competence in a subscription business, and about why WW is more passionate about their subscription mission than their subscription product
    16:40 – Joanna talks about Kurbo’s FOREVER PROMISE
    17:24 – Kurbo’s “reverse freemium” model, and the power of breaking the mold when it comes to adopting a subscription model
    19:50 — Robbie and Joanna talk about customer success, its importance, and what it looks like
    23:50 – Joanna explains why human connection is essential and hints at Kurbo’s “Secret Sauce”
    27:00 – Weathering negative social media storms
    34:40 – The challenges of the launch, scale, and lead phases of growing a business
    37:00 – Joanna gives advice to entrepreneurs who want to start a business in THE MEMBERSHIP ECONOMY and investors who want to fund a business in THE MEMBERSHIP ECONOMY
    39:22 – Joanna gives advice to smaller companies undergoing acquisition by a larger company
    40:20 – Robbie’s speed round
    Joanna’s Bio:
    Joanna Strober is an entrepreneur and investor who founded Kurbo, the first digital weight loss platform for kids. Joanna grew Kurbo into a subscription business so successful that it caught the interest of WW (Weight Watchers reimagined), one of the biggest names in wellness. She is currently the CEO of Kurbo and a Senior Vice President at WW. Before diving into the weight loss industry, Joanna was Senior Managing Director at Sterling Stamos, and co-authored Getting to 50/50. Joanna earned a Bachelor’s Degree from University of Pennsylvania and a JD from UCLA school of Law.
    Links:

    Joanna’s LinkedIn : https://www.linkedin.com/in/joannastrober/
    Kurbo : https://kurbo.com/
    WW : https://www.weightwatchers.com/us/
    Robbie’s Book THE FOREVER TRANSACTION : https://robbiekellmanbaxter.com/the-forever-transaction/
    Podcast Website: https://robbiekellmanbaxter.com/podcast

    • 42 min
    Inspirato’s Brad Handler on Revamping a Thousand-Year-Old Industry

    Inspirato’s Brad Handler on Revamping a Thousand-Year-Old Industry

    “Life is too short to play vacation roulette”. Brad Handler and his brother Brent are vacation entrepreneurs who incorporate membership and subscription into their luxury travel service, Inspirato. Brad joins Robbie to discuss the importance of “celebrating failure” when innovating, how a strategic approach to real estate and data give Inspirato a unique advantage, and the power of a “people-as-a-service” structure to create strong member relationships.
    Highlights from this episode:
    2:08 – Brad introduces Inspirato’s affordable business model
    5: 49 – Brad explains the two travel products and services offered: Inspirato Membership, and Inspirato Pass
    10:04 – Hospitality vs. real estate in the vacation business, why Brad chose to focus on hospitality, and the importance of specialization in a company
    11:03 – Brad and Robbie discuss subscription vs membership business models
    12:25 – Inspirato’s forever promise, and why a membership mindset is so important
    14:03 – Brad highlights the importance of planning for success in the entrepreneurial world
    16:07 – How Inspirato uses technology to pull ahead of its competitors
    16:65 – Brad and Robbie get into the “nitty-gritty” of Inspirato’s business model, and talk about Robbie’s 7 steps for optimizing subscription business models
    18:45 – Brad introduces his philosophy of “celebrating failure” to promote innovation
    21:03 – Inspirato’s most important metrics, and how data collection can transform and improve customer experience
    26:30 – Brad and Robbie discuss Inspirato’s key to lasting members: a personalized onboarding process
    31:08 – Why Inspirato has decided not to make any services “free”
    32:31 – How Inspirato is structured for profitability
    34:12 – Brad and Robbie talk about the importance of customer satisfaction and success
    37:01 – Brad and Robbie discuss how human relationships are a part of Inspirato’s success
    37:55 – Brad offers advice to aspiring entrepreneurs and explains why passion is an indispensable asset
    39:40 – Brad shares his tips for working alongside family, and how he and his brother have grown to be so successful together
    41:58 – Robbie puts Brad through a round of rapid-fire questions
    Brad’s Bio:
    Brad Handler is an entrepreneur redefining the luxury travel industry. Brad began his career first as an engineer at Apple, then as an attorney at a top Silicon Valley law firm, and then at eBay as their first in-house counsel from 1997 to 2001. But he is best known for his innovation in the world of destination travel clubs. In 2002 Brad founded Exclusive Resorts with his brother Brent and served as the company’s CEO and chairman. They have since gone on to create Inspirato, a vacation service providing personalized, high-end travel experiences. Brad earned a bachelor’s degrees from the University of Pennsylvania, and a JD from the University of Virginia School of Law.
    Links:

    Brad’s LinkedIn : https://www.linkedin.com/in/brad-handler-8757a/
    Inspirato’s website : https://www.inspirato.com/
    Brad’s first company, Exclusive Resorts : https://www.linkedin.com/company/exclusive-resorts/

    • 44 min
    About Subscription Stories

    About Subscription Stories

    Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

    • 2 min

Customer Reviews

4.9 out of 5
54 Ratings

54 Ratings

600Camp ,

Great Theme and Substance

Robbie Baxter applies her knowledge about “forever transactions” to a wide range of practical situations - there’s something useful in every episode!

cannma ,

Joanna Strober podcast with Robbie

Great questions ... super useful content ... engaging pacing ... and most importantly I gleaned ideas for my business!! Thank you Robbie. Keep these podcasts coming.

Relevant and right ,

Superb product and career advice

I heartily recommend Robbie Baxter's podcast interview with Jennifer Mazzon about subscription software product development to reduce stress and burn-out in a time of global health, economic, and political crises. An excellent example of a mission-driven, customer-centered subscription business!

Top Podcasts In Entrepreneurship