Subscription Businesses for a Better Tomorrow

I say this with zero standard deviation that you, the reader, are a customer to at least one if not several subscription services.

Technology, Entertainment, OTT, Music, Gaming, Shopping, Education, News, Grocery, Telecom you name it.

Subscription businesses are typically classified as:

• Software as a Service
• Accessibility
• eCommerce
• Box

Not only are service companies betting big on the model but so are product companies.

The adoption of this model is on the back of a growing ecosystem like:

• Increase in device penetration
• Ramp up on infrastructure from payment gateways to data insights
• Cloud offerings
• Flexible pricing, & open contracts
• Progressive web apps
• Both businesses & consumers adapting to COVID scenario ( EdTech, Health & Fitness, OTT, FinTech, Communication Platforms like Zoom)

Subscription businesses offer tangible benefits in the form of a product or license for a stipulated period of time.

What if -

…the offering is intangible?

…has delayed gratification?

…you are not the direct beneficiary?

…you are not the sole beneficiary?

?

What if subscription model is applied to the development sector?

?

It is here that an opportunity lies.

There is a dramatic rise in awareness and consciousness about the real issue of Climate Change and Sustainability. People are increasingly leaning in to take charge and invest in the quality of life that they will have in future, they have transitioned from Activism to Action. Thus we see the likes of Clean Tech and Green Energy gain momentum.

An example of such service is that of planting trees. I subscribe to one and have been planting 5 trees a month for over a year now.

Why I do it, you ask, when there is no instant gratification, nothing tangible, no coupons or cashback?

Because

…its an investment into a clean green planet that I need.

…of how it makes me feel- responsible, a better global citizen and fulfilled.

…its empowering-It is helping me, help my future self. I am not waiting upon someone else to change the world, I am doing it in my own small way-from Activism to Action

…by sharing this there is a sense of social validation (confession)

…should the provider add social proof it is bound to move the needle based on peer pressure.

…it is a keyboard space away

…affordable

…its responsible capitalism

…the math is appealing

• 1 person emits 2 tonnes of CO2 in a year
• 1 tree absorbs 1 tonne of CO2 over 100 yrs i.e. its average life span
• Cost of 1 tree = ~INR 100
• I spend 16K to balance my CO2 credit over my lifetime (80yrs on average)

Now, I leave you with a few questions:

1. How many subscriptions do you have?
2. Would you be a customer to a subscription that gratifies you in the future?
3. What could be other potential subscriptions such as the one above??