Chapter 2

Do annual plans keep members, or just their money?

Gói năm giữ chân hội viên, hay chỉ giữ tiền của họ?

The chapter's question

Are my memberships hiding or exposing the churn rate?

Big idea

Long contracts hold money but hide the signal; monthly plans give a true signal but shaky cash flow.

In this chapter

  1. Part 2.1

    The Annual Trade-Off

    What does an annual plan help with, and what does it hide?

  2. Part 2.2

    Monthly and Churn

    With monthly plans, how much sooner do I see a problem?

  3. Part 2.3

    Automatic Payments

    How does automatic billing change member behaviour?

  4. Part 2.4

    Pay per Visit

    Whom does this format suit?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Memberships is free to read right here.

Read in Conan School

Chapters of Memberships

  1. 1.More packages, or more reasons not to buy?
  2. 2.Do annual plans keep members, or just their money?
  3. 3.Is bending the rules kindness, or a trap?
  4. 4.Where do January's crowds go by March?
  5. 5.Is never raising prices really keeping members?