You understand the advantages of creating a subscription club for your business. You are looking forward to getting your ideas out of the paper and you want to be part of a market that already moves more than R$ 1 billion per year in Brazil.
However, you still don’t know where to start!Can you relate to this situation?
You should know that you are not alone. Taking the first step in a new business model is always tricky.
There is a lot to do, a long way to go, and you want to make everything go as smoothly as possible, but there are still doubts about what to prioritize.
If you have been wondering about this, you’re in the right place! In this text, we’ll list 7 steps you need to take in order to create a well-structured and successful subscription club.
You will need them to organize your business and be part of a project with a bright future ahead.
Shall we start?
Creating a subscription club
1. Search for Successful Subscription Clubs
The first step to be taken is to know more about the business. Therefore, make sure you look up for subscription group cases, both those that were successful, but especially those that failed.
It is important to do so in order to understand more about the value proposition and the business model. The trick here is to analyze what big companies like Wine and TagLivros have done to reach their level.
However, it is also necessary to pay close attention to those who failed in making their business take off. What were the main problems? How can you prevent this from happening to your plan? What did large companies do well? How can I add this information to my plan?
These are some of the questions you need to answer. Another important aspect is to keep an eye on blogs and publications that deal with the market and provide useful information that can be applied to your business daily.
2. Find your niche and do your planning
The subscription club business works best if you have a well-established niche. Trying to hit a big target can be a crucial mistake for your survival in the market. In which niche can you deliver greater value?
There are good opportunities in distinct segments, such as male beauty or travel and even content production for specific groups.
Find the one that best fits your business potential today and focus on it. Develop this thoroughly and then start planning. Establish the key goals your business needs to reach and set a deadline to achieve them.
A good tip here is to use the SMART methodology. It is an acronym in English that stands for measurable, attainable and timely.
After that, identify which metrics you need to be aware of and check up on them from your subscription club’s day 1.
3. Clearly define your products and the values to be charged
This step is essential to include in your planning. Which products do you intend to use in your segment?
It is important to remember that for a subscription and recurrence business to work out, it is essential to have a good delivery of value to the customer, per month.
This often means you’ll need to bet on customized products, as well as on exclusive information for specific groups of people.
Once you have determined the product and are aware of the value it delivers, it is time to think about pricing.
The price needs to be competitive, but it must also cover all the possible costs that you will have. Do not forget to include the costs related to two important sectors for your growth:
It is important to create distinct packages/plans to give more options to your customer. Another step is to think of products that you can offer as an upsell option to further monetize the customers you have in your base.
4. Find a good recurring payment system
An entrepreneur needs to make a series of strategic decisions in his day to day life. One is to ensure that your customer does not have any problem when it comes to closing a deal with you. And having no problems means having a recurring payment system that takes most types of cards, that is secure, consistent and easy to use.
Failure here can be fatal for your subscription club. Therefore, having a solid platform with qualified professionals to look after is the investment that will provide scalability to your business and will also reduce your headaches.
Make every effort to find the best possible solutions on this area.
5. Pay special attention to logistics
One of the main problems involving physical product subscription clubs refers to the logistics. Depending on the complexity of the product, it is possible to obstruct the logistics process, and this can very negatively affect the brand you are trying to build.
As Brazil is not one of the best countries in the world when it comes to logistics and shipping, you need to be very careful about it. The key here is to have partners who can deliver the products to your customer within a reasonable time. This is strategic and avoids a dangerous obstacle.
One option is to have a list of different carriers for your product as well as counting on suppliers you can rely on.
6. Make every possible effort on marketing
Digital marketing is the most powerful way to advertise your subscription club these days. So, you cannot spare your efforts here.
Ideally, your operation should have well defined consumer’s journey stages and paid advertising strategies (Google Adwords and Facebook Ads), in addition to SEO (search engine optimization).
It is also essential that your brand has a visual identity linked to the purpose of the business and that it is displayed in every social network.
In fact, having them well updated is mandatory if you want to win more customers and retain those you have in your base.
7. Think about your customer’s success
One of the most important aspects of recurring subscription business is ensuring that your customer is fully satisfied with the product or service you provide. After all, a happy customer recommends new people, creating the possibility of doing upsell and acquiring new products.
To make sure it happens, it is essential to use the ‘customer success’ methodology. This methodology is, roughly speaking, a way to provide advisory and customized service to help consumers have the best possible experience with your product.
It is a powerful advantage since, on average, it costs 7 times more to acquire a new customer than to retain an old one. One tip is to do a recurring search to evaluate the NPS (net promoter score) of your customers and to know if they would recommend (or not) your subscription club to other people.
If the dissatisfaction rate is critical, you should put together a plan of action to contain it.
Following these 7 steps, you’ll be able to create a successful subscription club and make it thrive.
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