Subscription Business Model

Publication Date :

29 Jul, 2023

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Table Of Contents

What Is Subscription Business Model?

The subscription business model refers to a recurring revenue framework where a customer subscribes to a business product in return for weekly, monthly, or annual payments. The business model benefits businesses by providing a regular revenue stream and creating loyal customers who can give valuable feedback for product improvement.

These subscriptions have the feature of renewal regularly and can also be ended by the customer at their own will. If a business has the right product under a brand in a lucrative sector, it forms the best way to generate profits and win new customers. It promotes customer retention, the quality of products, and the highest level of customer service.

What Is Subscription Business Model?

The subscription business model refers to a business model where a business levies recurring fees, either monthly or yearly, from the customers for using their product or services.
It has multiple benefits like convenience to customers, personalized services to consumers, regular source of income to companies, less cost per customer, and customers get a lot of products to choose from.
They have challenges like managing subscribers and handling large transactions and their failure, whereas it also helps build the best vendor relationships.
Moreover, it entirely focuses on products or consumers, but the membership business model focuses more on building a stronger customer network.

How Subscription Business Model Works?

The subscription-based business model offers customers access to products or services regularly in exchange for a regular payment, typically billed monthly or annually. Moreover, It helps to create word-of-mouth publicity, monthly or yearly recurring revenue, and loyal customers to a business. Hence, it is widely used in various industries, including software, media, entertainment, e-commerce, etc.

Additionally, it's essential to be transparent about subscription terms, billing cycles, and cancellation policies to build customer trust. Furthermore, the subscription business model approach involves implementing strategies and considerations to effectively create, manage, and grow a subscription-based business.

Thus, growing this model requires a strategic and customer-focused approach. It is vital to note that sustainable growth in a subscription business model requires a strong focus on customer satisfaction, ongoing value delivery, and building long-term relationships.

Hence, let's understand how this model works does:

Offering subscriptions
Creating subscription plans with various features
Promoting the model through different marketing channels
Customers sign up for the subscription by selecting a plan and providing payment information
Gaining access to the subscribed products/ service after successful payment
Delivering value to the customers through a personalized experience
The firm focuses on customer retention by providing exquisite customer support
Collecting and analyzing the customer data to gain knowledge about customer behavior
Subscribers are allowed to cancel the subscription at any time
Seeking customer feedback regularly to improve the user experience
This model requires constant growth strategies and expansion efforts.

Therefore, by effectively implementing the subscription business model, companies can build long-term relationships with their customers and generate predictable revenue. Moreover, companies need to conduct thorough due diligence when considering acquisitions in the subscription-based business model. Hence, these assess the target company's financial health, subscriber base, technology stacks, customer satisfaction, and overall fit with the acquiring company's strategy and culture.

Examples

Let us go through some examples to understand the topic.

Example #1

Suppose, Vanguard is a finance-based subscription service in the USA that provides subscribers with personalized financial advice and investment insights. Customers pay a monthly fee to gain access to a team of expert financial advisors who offer tailored recommendations based on individual financial goals and risk tolerance. Moreover, the firm also offers exclusive market analysis and investment strategies, helping subscribers make informed decisions to grow and manage their wealth effectively. With Vanguard, subscribers can confidently navigate the complexities of finance and build a secure financial future.

Example #2

Twitter unveils a new subscription model for its artists. Elon Musk, the new Twitter CEO, has announced the rebranded version of Super Follows, which allows creators to earn a monthly income from the content they post on the platform, which includes long-term tweets, videos, images, and more.

The company also stated that the producers would receive a share of the subscription revenue. Furthermore, this feature is available to anyone in the United States who matches the platform's eligibility conditions.

Challenges

Let us go through various challenges of this model:

It becomes difficult to manage a huge number of customers using the subscription.
Acquiring new customers can be expensive, especially in competitive markets.
As more businesses adopt the subscription model, customers may experience "subscription fatigue," leading them to be more selective about which subscriptions to maintain.
Due to large online transactions, there is always a risk of many failed transactions.
There becomes a challenge to handle payments in a variety of currencies & multi-lingual customers.
Management of subscriptions & promotions becomes a difficult
Compliance with subscription accounting also poses grave challenges.
This form of business handles sensitive customer data, which makes data privacy and security critical concerns.

Pros And Cons

Let us discuss some pros and cons of the subscription-based business model:

Pros	Cons
A fixed source of income for the business from customers	These bring an extreme risk of subscription cancellation by customers.
They help build excellent customer relationships.	Bad services immediately lead to negative publicity of products by the customers.
Businesses can take the feedback of customers easily monthly.	Moreover, it makes the customers nervous regarding subscription contracts.
They also becomes a means of word-of-mouth publicity for the product	Subscription of services by customers often makes customers lose interest in the product.
One of this model's greatest benefits is the ability to build particularly good vendor relationships.	Any small and single obstacle in the service provider may lead to bigger hiccups in the delivery.
It has the potential to expand to untapped markets.	Furthermore, it leads to the inculcation of the fad in the customers.
Companies get a bigger budget to procure customers in the taring phase.	Initially, a huge investment may be required to add new customers and sustain the canceled orders.
The customer retention budget decreases significantly using this model.	The amount spent on customer retention programs increases manifolds.
Using the model, firms have overcome the customer buying their products seasonally.	Customers start thinking they cannot enjoy new services elsewhere, so they try to go for the shortest duration of the subscription.

Subscription Business Model vs Membership Business Model

Let us understand the differences between these two using the table below:

Subscription-Based Business Model	Membership Business Model
It tends to be focused entirely on either product or the customer.	This business model focuses on building a strong network of members.
The product must have the highest quality to engage and retain customers.	Here, the business must reach the level of need and satisfy the customer's requirements.
There needs to be a high investment in the initial phase.	These products need to be published frequently with new features.
Anyone can become a customer member of the subscription fee-based business.	Hence, the need for a unique version of the product frequently ends.
It must have a trial period with full features to attract customers.	Therefore, the trial period has only limited features
There needs to be high investment in the initial phase.	The investment varies concerning product and embers mentality and interests.

Frequently Asked Questions (FAQs)

1. How can companies reduce customer churn in a subscription business model?

Companies should focus on delivering consistent value, addressing customer concerns promptly, offering excellent customer support, and implementing retention strategies such as loyalty programs or rewards for long-term subscribers to reduce churn.

2. What strategies can companies use to retain subscribers and encourage upselling?

Companies should continuously provide value, offer excellent customer support, and engage with customers through personalized experiences to retain subscribers. Upselling can be encouraged by providing higher-tier plans with additional features and benefits.

3. How does the subscription business model differ from traditional one-time sales?

This model involves continuous revenue generation through recurring payments, while traditional one-time sales result in a single transaction. Subscriptions offer ongoing value and focus on customer retention, whereas past sales may require constant customer acquisition efforts.