There are two basic business models when it comes to continuity programs: ongoing and micro. What you deliver within either of these types is up to you, and I covered some options last week. But this week, I’d like to go into a little more detail about these two basic business models for continuity programs.
Ongoing Continuity Programs
This type of program is continuous … a subscriber continues to gain the benefits of membership as long as they pay their monthly or annual bill. Examples of this type of continuity program include telephone services, cable services, professional memberships and “product of the month” programs.
Micro Continuity Programs
This type of program has a beginning and an end. Membership lasts for a specified period of time. The most common example of this business model is an educational program where the person pays a monthly fee for a set number of months to receive a set number of modules. Encyclopedias once followed this model, as well.
Which model fits best in your business depends on your content development plans and capabilities.