The 6 Most Common Setbacks Faced by Scaling Subscription Businesses…and How to Recover — Robbie Kellman Baxter

Note: This is a summary of Chapter 10 of my forthcoming book, THE FOREVER TRANSACTION.

Any business that has been around for two centuries knows something about adapting to changing marketing conditions. Bonnier AB is a private-held Swedish media company that was founded in the 19th century, and is now using a subscription model to tackle the challenges of the 21st century media landscape.[1] The company created the C More Entertainment Group, a streaming service that leverages the strength of their TV4 ad-supported television powerhouse. Facing local competition as well as international threats like Netflix and Amazon’s Prime Video, the organization focused on a relatively narrow catalog of uniquely Scandinavian content, including soccer, regional movies and series, and hyperlocal and beloved news and children’s programming. By 2017, C More Entertainment had hundreds of thousands of paying subscribers; they also had a significant base who’d canceled their subscriptions. The company wanted to double the number of subscribers who were paying for both TV4’s traditional services and C More. They brought me in to help them strengthen engagement and retention.

Author of THE FOREVER TRANSACTION & THE MEMBERSHIP ECONOMY; Leading expert on membership models and subscription pricing.