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How to Build a Winning Paid Membership Program
- yarapavan 4y agoOne of China Internet's best kept secrets is how to design paid memberships that work -- they've experimented with this for 20+ yrs. For example, Weibo (China's Twitter) VIP Membership revenue was $124M in 2020. Having studied these companies for years, Connie Chan (a16z) observed that leading Chinese membership models have a set of common benefits that they combine and remix in different ways to create a successful paid membership framework. The four most common components are: 1) a mixture of earned and paid perks 2) an intricate leveling and points system 3) a balance of flexing and functionality 4) partnerships with other companies. Her latest a16z post explores each of these four elements and how they contribute to a membership ecosystem through gamification as a way to deepen engagement with existing users and turn average users into super users