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BUS 78 — Building and Scaling Subscription Businesses

Quarter: Fall
Day(s): Mondays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Sep 27—Nov 15
Time: 7:00—8:50 pm (PT)
Refund Deadline: Sep 29
Unit: 1
Tuition: $545
Instructor(s): Ajay Arora
Class Recording Available: Yes
Status: Open
DOWNLOAD THE SYLLABUS » (subject to change)
Live Online(About Formats)
7:00—8:50 pm (PT)
Sep 27—Nov 15
8 weeks
Refund Date
Sep 29
1 Unit
Ajay Arora
DOWNLOAD THE SYLLABUS » (subject to change)
Once upon a time, the only subscription services were newspapers and public utilities. Today, our world has been transformed by the subscription economy. Across commerce, digital media, and software, subscription services are thriving and businesses everywhere are contemplating the shift from transactional to subscription-based models. This course dives into starting and optimizing a subscription business. We will begin by examining the elements that set subscription businesses apart for providers and consumers (hint: it’s the power of membership). Next, we will explore subscription economics—the role of acquisition (paid versus earned), trials (freemium versus discounted), and the most important metrics—retention and lifetime value. Students will build pitch decks for hypothetical subscription businesses with their classmates, working to improve the concept based on both professional experience and knowledge gained in the course. We also will study business cases and discuss companies that have flourished and those that have floundered in the subscription economy. Each class session will start with a short lecture, then move into thought-provoking discussions based on the readings and case studies, along with guest speakers from subscription-industry leaders.

Senior Vice President, Product Management, Disney

Ajay Arora is a named inventor on over twenty patents in digital media. Prior to Disney, he was director of product innovation at Netflix and led the product team at Audible. Arora received an MS in electrical engineering from USC and an MBA from Harvard.

Textbooks for this course:

(Recommended) Tien Tzuo, Subscribed
(Recommended) Robbie Kellman Baxter, The Membership Economy