Robbie Kellman Baxter

For over two decades, I have been helping organizations leverage subscription pricing, digital communities, and freemium models to build deeper relationships with their customers and generate predictable recurring revenue. I am the founder of Peninsula Strategies, a consulting firm that has worked with some of the most well-regarded brands in the world, such as Netflix, Microsoft, and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits and associations.

I am also an advisor, a speaker, an educator, and an author. I serve on the advisory board of Strava, a social network for athletes, and I share my insights and expertise on subscription and membership models through keynote speeches, podcasts, and LinkedIn Learning courses. I have written two books, The Membership Economy and The Forever Transaction, that anticipated and defined the massive transformation from ownership to membership and the rise of subscription pricing. My passion is to help organizations create forever transactions with the people they serve and achieve long-term growth and sustainability.

Founder, Peninsula Strategies

We help organizations build forever transactions with the people they serve. This forever transaction is the secret to predictable, recurring revenue, higher corporate valuations and deeper, more meaningful relationships. We've worked with some of the most well-regarded brands in the world, including Netflix, Microsoft and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits & associations. You can read more about our clients' results here: https://robbiekellmanbaxter.com/clients/

Robbie Baxter

In honor of International Women’s Month 💜

My sister is a therapist, and honestly, some of the most powerful life lessons I’ve learned have come from conversations with her.

Here are 3 things she’s taught me about living a more intentional and rewarding life:

1/ You can only have 3-5 values.

If you know what they are, you can make decisions more quickly and easily and move forward faster. But this means that some really good values won't be on your list.

For example, prioritizing Service, Relationships, Self-Care, Personal Growth, and Integrity might mean there isn't room to knock the ball out of the park when it comes to having a lovely house. Or perhaps you sometimes sacrifice working out (unless that's what you mean by self-care). This might make you sad, but mourning the other values you can't prioritize is a natural part of making space for the ones that you do.

2/ Everyone's tank depletes at a different rate.

That means I might need more "refueling" than you. Part of this is arbitrary and depends on the body you're born into (realizing you need more refueling than others can be a bitter pill to swallow), but part of it is about the intensity of your operation.

If you have very high standards, you may require more refueling. Remember, Ferraris need more fuel than a Prius!

3/ If your head says no, go back to your values. If your gut says no, listen.

Sometimes we try to "rationalize" our instincts, but our intuition is a combination of our unconscious mind, emotions, experiences, and knowledge. That "feeling" isn't just a feeling; it's a powerful indicator that we'd do well to listen to. 

This month, I’m grateful for the women in my life who share their wisdom, challenge me to grow, and remind me to live with intention.


P.S. Who are the women whose wisdom shaped your life?


👋 I'm Robbie, I'm a consultant, author, and speaker covering all things subscription businesses.
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Advisor to the world's leading subscription-based companies | Keynote Speaker | Author of The Membership Economy and The Forever Transaction | Host of Subscription Stories Podcast

Happy Weekend to those that celebrate.

It's a good time to remember that AI can't replace trusted relationships.

Invest in connections with other human beings, especially those who are outside your regular group and outside your comfort zone.

Loose ties can help you find a new job, learn a new skill or meet a life partner.  And they stretch your brain and your empathy.

So maybe talk to a stranger at this weekend's party, or get curious about someone you don't know well.  

In a time where we feel like so much is out of our control, building friendships is something we can still do.

AI is rewriting the SaaS pricing playbook.

For more than 20 years, growth in SaaS followed a relatively predictable formula: when customers grew revenue, they hired more people, needed more seats, and vendors grew alongside them.

That equation is now breaking.

Companies are increasing revenue without increasing headcount, while AI is drafting content, analyzing data, qualifying leads, and automating workflows at a meaningful variable cost to vendors. Traditional seat-based, feature-tiered pricing simply was not designed for this reality.

In this article, originally posted by Topline Media, I outline 7 guidelines for navigating AI era pricing in a way that protects margins while strengthening customer trust and long term relationships.

1/ Acknowledge the real cost structure and price accordingly
2/ Give customers predictability and control
3/ Use hybrid models to balance fairness and sustainability
4/ Price the actual value delivered, not the access point
5/ Use outcome-based pricing when it is clear and measurable
6/ Make the value visible
7/ Build flexibility into your pricing model

Read more about the 7 guidelines below 👇

I’ve spent more than 20 years helping companies price and package subscription offerings, and I don’t think I’ve ever seen a shift as destabilizing as

Open article: Rethinking SaaS Pricing for the AI Era by Robbie Kellman Baxter • 9 min read

Zelfio

Zelfio is the App that makes Self-Development easy - 'your 5 year plan in 10 minutes a day'.

Businesses & Universities looking to improve engagement & productivity benefit from Zelfio because it's actually used by employees & students to help with their Self-Development, Confidence & Productivity.

Surrey Business School, University of Surrey

Lecturer

Strategy Onepager

A Growth Strategy & Brand Strategy Consultant focused on building businesses across diverse fields using proven-in-market principles and practices that work.

I'm building an online course on Strategic Thinking & Leadership.  Join the waitlist at www.StrategyOnepager.com

Strategy & Brand Consultant

UCD Michael Smurfit Graduate Business School

Financial Times Top 25 Business Schools in Europe & #3 in Europe for MSc Management in the year I taught the Marketing Strategy Module.

Lectured in Marketing Strategy, Brand Management, Business Strategy, Shopper Marketing & eComm and Strategic Retailing

Adjunct Lecturer

Amer Sports Corporation

Marketing & Commercial Director Amer Sports Digital Services

Group Marketing Director

Salomon

These two videos highlight some of the work done during my time at Salomon - the repositioning & relaunch of the Salomon brand & the revitalisation of Salomon Running TV.  Credit for the videos to Hal Thomson & the lads at The African Attachment (theafricanattachment.com).

Global Brand Marketing Director

The Standard Model Group

A marketing focused strategy consultancy that provides all-you-need models for understanding the fundamentals of an area of business e.g. a Standard Model Marketing or Standard Model Strategy.

Specialising in Marketing Strategy, Marketing Effectiveness, Business Strategy (OGSM)

Consultant

Procter & Gamble

Various marketing positions and brands in UK & Ireland and at European HQ in Geneva.  Most recently Brand Manager Gillette Western Europe.
Brands worked on include Gillette, Fairy, Pantene, Pringles and Pampers.

Brand Manager

Various national account management and MS&P (Market Strategy & Planning) roles in the UK & Ireland.

Sales Manager

Strategy & Brand Consultant with 20 years experience as a senior marketer with some of the world’s most successful brands.  Worked across diverse industries from FMCG to Sports to Tech and has been responsible for a range of geographies from Global to country specific.  Expertise includes Business Strategy, Brand Management, Brand Strategy, Marketing Communications, Marketing Strategy & Business Analysis.  Worked as an adjunct lecturer at the UCD Smurfit Graduate Business School and has spoken at Henley Business school and to numerous brands on marketing principles & practices that work in today’s dynamic and competitive marketplace.

Building an online course; Think Strategically, Lead Strategy, based on the OGSM framework.  You can join the Founders' Round Waitlist at www.StrategyOnepager.com.

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Robbie Baxter's LinkedIn Performance

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