From Layoff to Impact Award: My 23-Year Journey with the Membership Economy

23 years ago, I was laid off from my job after my second maternity leave. My boss called me into her office my first morning back to tell me that they were laying off most of the marketing team and that I would be part of the cuts.

I had a toddler and a newborn, a new house, and no job.

The thought of going out onto a pretty mediocre job market, with limited childcare and a need for flexibility, was daunting. I also felt some shame at not being one of the few who were kept on. I wondered if that was because people didn't think I was good enough, or because of the two kids, or just because my role wasn't needed.

It was a dark time.

Looking back now, it was the best thing that could have happened.

I started consulting. At first, I just took any work that was in my general field, that I could credibly do well, and that paid a reasonable hourly rate. I developed product marketing requirements, fundraising pitch decks, and even sales tools.

To be honest, it was more like contracting than consulting (there's a big difference).

Netflix was my fifth client–and such an inspiration.

At the time, they had just established a national footprint and launched TV ads. One of their biggest challenges was still getting people comfortable enough with their online interface (this was before the rise of the mobile app!) to experience the 3-out-at-a-time delivery service.

Their commitment to outcomes, and providing great entertainment to their members, stuck with me, and really launched me into what became my calling and passion – working with companies to build subscriptions and memberships that best serve their audience.

Since then, I have worked with over 100 organizations on their membership and subscription strategies, published two books (The Membership Economy and The Forever Transaction), recorded 75 episodes for my Subscription Stories Podcast, and traveled around the world to educate groups, large and small, about the power of recurring revenue.

I have built a meaningful and lucrative career, working from home and on my own schedule. Ive been able to drive my kids to school, attend their sports events and performances, and even be a Girl Scout Leader--taking our Troop from first to 12th grade.

It's not the path I imagined for myself, but it's been full, rich, varied, and rewarding. In addition to my consulting work, I have mentored dozens of people like me, who have found themselves on this path less traveled, that of the solopreneur.

I have learned so much about how to run a one-person business, based on a niche expertise. How to identify that niche (harder than it looks), how to build expertise, and how to make sure people know about you. That last one is the trickiest--it's hard to toot your own horn--but sometimes if you aren't, there's no music!

Flash forward to Summer 2024.

I was recognized by SUBTA (Subscription Trade Association) with an Impact Award, for my contribution to the subscription community.

I was overcome with emotion to receive the award and had an opportunity to reflect back on the 23 years since first going out on my own. And I was so touched by the comments made by clients and friends in the video (thanks Neil Hoyne , Suzi Watford , Laurel Bandiero ) that the folks at Subta made for me (thanks Chris Chambers and Lauren Pienta)

What made it especially meaningful was that my second child, Annabel Baxter was with me. After all, she is the reason I got started on this journey with subscriptions.

If you are on your own journey as a subject matter expert, I'd love to hear about it! It can be a lonely road, but also one filled with so many great people along the way...

About Robbie Kellman Baxter

Robbie helps companies leverage subscription pricing, digital communities, and freemium models to build deeper relationships with customers.

Over the past 23 years, she has worked with over 100 organizations in over 20 industries like the National Basketball Association, Hagerty, The Wall Street Journal, Microsoft, and Ingram Micro.

As a keynote speaker, Robbie presented globally at major conferences, association meetings, trade shows, and elite universities as well as to private audiences at many of the world’s most well-known companies.

Robbie has developed and led several courses for LinkedIn Learning including: Create a Membership-Based Business and Become an Entrepreneur Inside the Company.

She hosts the podcast, “Subscription Stories”, where she sits down with business leaders to discuss how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue. She also developed and taught nine video courses for LinkedIn Learning on business topics ranging from innovation to customer success and membership.

Robbie’s first book, “The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue”, anticipated and defined the massive transformation from ownership to membership and the rise of subscription pricing. It was named a top 10 marketing book of all time by BookAuthority.

Her second book, “The Forever Transaction”, takes readers through every step of the subscription business process – from initial start-up or testing of a new model to scaling the operation for long-term growth and sustainability.

Prior to launching Peninsula Strategies, Robbie was a strategy consultant at Booz-Allen & Hamilton, a New York City Urban Fellow, and a Silicon Valley product marketer. She received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.

Find Robbie on X @robbiebax, on Instagram @robbiekellmanbaxter, and on Facebook @robbiekellmanbaxter.

To get Robbie's "3 Tips for Onboarding New Subscribers", click here.

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