In today's business world, it takes more than a website to stay competitive. The smartest, most successful companies are using radically new membership models, subscription-based formats, and freemium pricing structures to grow their customer base-and explode their market valuation-in the most disruptive shift in business since the Industrial Revolution.

Foreword by Allen Blue ixAcknowledgments xiIntroduction 1SECTION I What You Need to Know Aboutthe Membership Economy1 How the Membership Economy Fits intothe Bigger Picture 92 Why the Membership Economy Matters 173 The Many Faces of the Membership Economy 25SECTION II Membership Economy Strategies and Tactics4 Build the Right Organization 335 Build an Effective Acquisition Funnel fromthe Bottom Up 456 Onboard Members for Success and Superusers 557 Start Simple with Pricing, but Leave Room forFlexibility 678 Incorporate "Free" as a Tactic, Not a Strategy 819 Use the Right Technology and Track the RightData 9110 How to Retain Members (and When to Let ThemGo) 101SECTION III Membership OrganizationsCome in All Shapes and Sizes 11 What You Can Learn from Online Subscriptions 11712 What You Can Learn from Online Community Models 12713 What You Can Learn from Loyalty Programs 13714 What You Can Learn from Traditional MembershipEconomy Companies 14715 What You Can Learn from Small Businesses andConsultancies 157 16 What You Can Learn from Nonprofits, ProfessionalSocieties, and Trade Associations 167SECTION IV The Membership Economy and Transformation17 From Idea to Start-Up 18118 From Start-Up to Mature Organization 19119 From Offline to Online 20120 From Ownership to Access 21121 From Business as Usual to CompetitiveDisruption 221Conclusion: How You Can Start Transitioning Today 231Glossary 239Notes 243Index 248