Robbie Kellman Baxter shares an article on a surprising subscription offered by BMW. BMW Group recently announced a subscription to heated seats subscriptions. The offering is available in several markets, including the UK, Germany, New Zealand, and South Africa although not the US, yet. According to the Verge, other subscription offerings on offer will include Driving Assistant ($35/month), Map Updates ($79/month) and High Beam Assistant ($10/month). Automotive manufacturers are diving into the world of recurring revenue. A few examples include…

In this article, Robbie Baxter interviews Alli Harper,  founder and owner of OurShelves, on how an e-commerce subscription can play a role in social impact. Most subscription entrepreneurs initially are attracted to the model for its predictable recurring revenue, but there are other benefits to having an ongoing relationship with members. Our guest, Alli Harper, works at the intersection of subscription eCommerce and social impact. Her subscription business is an intentional tactic to advance change in the picture book industry…

  Robbie Baxter shares a video and transcript of this interview on subscription-based business with insights on how to quantify the value of customer relationships.  Revenue from loyal customers is more valuable than anonymous transactional revenue–it’s more predictable and more profitable. But until recently corporate valuations haven’t had a way to distinguish the quality of the revenue based on customer relationships. Dan McCarthy, Assistant Professor of Marketing at Emory University’s Goizueta School of Business, is advocating for a new approach,…

  Jayanth Krishnan provides an article that explains how the revised metrics of CLV2.0, inspired by jobs theory, reveals the limitations of customer lifetime value (CLV) metrics and provides better customer insight, consequently lowering your acquisition cost and creating demand.   Abstract:  CLV is a sound quantitative metric provided the data fed to it has a sound basis in customer’s fundamental approach to making choices. CLV2.0 is a revised metric inspired by Jobs theory, that addresses CLV’s limitations in addition…

  This timeless post from Andy Sheppard identifies the strengths and weaknesses of the six most common approaches leaders adopt when instituting change.  A leader has many options when determining what can be improved in their organisation (or organisational unit). The options for determining how to mobilise their organisation to successfully deliver the improvements are more limited. This question of how to change is also often an afterthought: leaders can find themselves well down one of these paths without considering…