QPilot - How to Create a Better Subscription Program

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 8 November 2022

⏱️ 19 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

This episode is brought to you by Sendlane.

Matthew says, “regardless of your industry, if you’re thinking about subscriptions or if you're already doing subscription, you should, think about and collecting data on these two things: one, what people like or don't like and two, the reason people subscribe and why people cancel. Understanding those two components is critical because they can influence each other immensely.”

Today we interview Matthew Holman, Co-founder & Head of Growth for QPilot. QPilot unleashes Scheduled Shopping like Subscribe and Save or Automated Replenishment to work with any platform and any customer experience.

In this episode, we’re given trends & insights and strategic and tactical best practices that you can use right away to enhance and grow your subscriptions. We also cover some growth advice for other SaaS companies.

We discuss:

* His gratefulness for his opportunity to join QPilot
* Overview and origin story of company
* SaaS growth advice, including building with the customer
* Trend and insights in subscription, including growth, popularity, and fatigue
* Best practices including what data you should collect, flexibility, LTV, and how you should approach problems with your subscription strategy
* People subscribe because they love your product, but why do they cancel? Hint: customer experience.
* How long, on average, do people stick around?
* Why they prefer percentage versus usage fee
* Their launch checklist
* How to prepare for a subscription strategy
* Why they don’t like the term subscription instead they like “Scheduled Orders”
* How to work with QPilot

Join Ramon Vela and Matthew Holman, as we break down the inside story of QPilot on The Story of a Brand.

For more on QPilot, visit: https://qpilot.cloud/

Subscribe and listen to the podcast on all major apps. Simply search for “The Story of a Brand” on your favorite podcast player.

This episode is brought to you by Sendlane.

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Transcript

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0:00.0	I think, because I get asked, a really common question is like, how do I create a better
0:04.8	subscription program or how do I take it to the next level? And the one thing I always say is,
0:10.8	is the word I use is engagement. How can you be more engaging as a brand? How can you, can you
0:16.0	offer more that doesn't cost you more or a ton? And some of the ways that brands can do this really simply is by providing gifts for a little
0:25.9	like sample sizes of other other products in their subscription boxes, including like an
0:30.6	upsell opportunity, like a card and a discount to buy this regularly.
0:34.6	It's membership, it's content, right?
0:36.8	If you have a really compelling founder,
0:38.3	like a one that I was hearing yesterday was he is a wine subscription. And, you know, once a quarter,
0:45.4	he can get hop on in a Zoom call with the simolee from this wine place and, and talk wine with
0:52.4	this guy. Right. And so that's a benefit for the subscription.
0:55.9	And you can do that in a way that it's not super costly for that Somalia to get on the,
1:02.1	you know, Zoom call once a quarter for an hour with like a couple hundred other people.
1:07.3	But for those couple hundred people, it's like, you know, you're probably not charging enough for that access to that kind of thing, right?
1:12.6	So just thinking of more ways you can find value and engagement.
1:16.6	Just think of it like that. How can I engage more with these customers? What can I give them that they want more of?
1:22.6	That maybe you don't realize you could just offer really cheaply or really easily.
1:26.6	It's how I would approach trying to figure out how to scale that program. This is the story of a brand, a podcast that helps people learn the story behind their favorite consumer companies.
1:47.0	I'm Ramon Vela, and I believe that people want to know more about the brands and the products they purchase.
1:52.9	So each week, I interview the founder of a consumer brand, unpack their story, their products, and their mission so you can decide which products are worth buying and which brands are worth supporting.
2:06.2	Matthew says, in general, regardless of your industry, if you're thinking about subscriptions
2:11.5	or if you're already doing subscription, you should be thinking about and collecting data on these two things.
	...

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