Setting the right price is always a challenge.
Everything I do on this site, I do for you. Each Plus report is about 20 pages long. I publish about 35 of them per year. Each one is filled with in-depth and highly valuable insights about the changes and trends of the media industry. Things that make you smarter. Things that help you make better decisions. Things that will help boost your business or your career.
So how much should that cost?
There is one big problem with all these prices. They are too expensive for individuals or small businesses.
The high prices work just great if you are working for a big or medium sized corporation. But the people who really need this stuff are often the ones who are working for smaller and more nimble companies. The startups and individuals who need that critical insight that can turn them into thought leaders at the office.
This way it's much more affordable for individuals to get the insights that you need to help you in your job and your career. At $9/month it's also better for often cash-strapped small businesses that need that extra edge.
Reducing the price also means I have to grow even more. I need 40% more subscribers just to make up the difference. That is a lot of people. And when you have a pay*gate* like mine, the only viable way to grow is via sharing.
So I need your help to grow in order to make this work, and I want to reward you for doing so.
Everything on Baekdal Plus is designed around sharing. As a subscriber, you can freely share any Plus report with anyone. And the people you share it with can read it without having to pay.
When you share an article, a special share bar appears on the page so that everyone you share it with knows that it came from you - complete with an active Twitter follow button to give you a bit of extra social exposure.
Here is how it looks and works:
All of this is 100% automatic. You don't have to do anything to make this work. All you need to do is to share the article. And you can do this any way you like. You can share via your social channels, via email, via a link on tumblr, on Pinterest ... anywhere.
The way Baekdal Plus works is that the sharing information is part of the URL itself. So no matter how you share it, you still get all the credit.
But, starting today, I'm extending this system so that you also get a $1 reward per month for every new subscriber you bring to this site.
In short, if you share a Plus report and that convinces someone to subscribe to Baekdal Plus, instead of paying $9 per month, your new subscription will be just $8 per month. If you convince more people, it will become even cheaper ... all the way down to $1 per month.
And again, this is 100% automatic. You don't have to create a special URL. You don't have to do anything extra. If you share a Plus report the system knows that it came from you, and it will discount you $1 for every new subscriber that your share creates.
And it's not just direct sharing. This is the connected world, and we all know that when you share an article it takes on a life of its own. People are retweeting, resharing, liking, hearting, thumbing, and blogging it. So if an article is reshared, retweeted and reshared, you will still get the discount.
Let me illustrate how this works. Imagine if you decide to share a Plus report with your Twitter followers. The link is then retweeted and reshared, reshared some more... and some more, until eventually someone decides to subscribe.
At this point, you will get a $1 discount off your monthly subscription... even though the person who subscribed is not following you directly.
This is how social media works and because of that it's also how Baekdal Plus works.
The reason I'm doing all of this is that I need your help to grow. Baekdal Plus is still running at a loss, and with the new price the path to profitability just became even longer. In fact, I need to double the number of subscribers over the next 8 months, and that's a tall order.
But Baekdal Plus is not about me. It's all about you. The reports are written for you. The analysis is made for you. The insights are designed to help you.
I spent 10 years working as a digital manager and one of the reasons I was so successful in my job, was because I spent a lot of time and energy learning about new things, analysing and identifying trends and patterns, and generally staying one step ahead of everyone else. This allowed me to accomplish things that other people couldn't do.
It's this concept that I'm now trying to give to you. I want to help you become a thought leader. That's what every single Baekdal Plus report is about. To give you insights and analysis that help you see the world in a different way. To see the trends that other people don't even know exist yet. And to become smarter and more successful.
But I can't do any of this without your help. I need your help to share the Plus reports with your followers because that's the only way that I can get enough subscribers to make this work.
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé