Considerations for launching a subscription service

Starting a new business is never an easy task, as decision-makers are required to establish a presence in a new market and find customers to use a service or product that simply wasn’t available in the past. Fortunately, implementing a subscription businesses model can help executives capitalize on both of these fronts.

Judging by the recent proliferation and popularity of subscription services across the United States, it is becoming fairly obvious that there may be something behind deploying this type of strategy, according to a report by The Boston Globe. However, managers cannot simply launch a subscription service and hope to experience success; a lot of work goes into ensuring recurring revenue streams are reliable and will last a long time.

“Subscription itself won’t make a company successful. The same is true of celebrity endorsement. It all comes down to having a good product and excellent service,” said Adam Goldenberg, CEO of the subscription service JustFab, according to The Boston Globe.

In other words, decision-makers need to develop long-term organizational strategies and think outside the box.

Launching a successful subscription service
As is the case with nearly every company, having a unique product is critical in developing a reputation within the private sector. The same can be said for subscriptions, in that a service needs to answer a common problem with a simple and convenient answer, the news source said.

Once a solution to an everyday problem is presented, decision-makers need to learn who their target market is and develop unique ways to attract and retain customers. While the overall model of using subscriptions can help in this sense, executives should also consider implementing a subscription management platform which provides real-time insight into client activity. Seeing things from a user’s point of view will help the firm evolve and stay relevant.

The Boston Globe also said organizations need to have a sustainable service. While the subscription model can help companies generate recurring revenue, if it is a one-and-done sale, there will be no opportunities for long-term growth. Companies need to offer variety, which is why “box of the month” clubs are garnering so much attention.

As the private sector grows increasingly competitive, adopting a subscription model may be the key to longevity and differentiating a company from rival firms.

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The Forrester Wave: Subscription Billing Platforms, Q4 2015

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