Flexible Pricing
Since 2006, US-based yogatoday.com has been offering a free yoga class each day. Its formula is a 1 hour class, shot in high definition against the inspiring backdrop of the Teton Mountains, Wyoming.
This month, yogatoday moved to a subscription-based model, charging a modest $9.99 per month for all-inclusive access to its whole back catalogue. For less frequent customers, it also runs a $3.99 per session offer, allowing users to download the class, for repeated use, or for when internet access is unavailable. And there’s still a free 1 hour session each week, no doubt designed to encourage newcomers to try-before-you-buy.
Since the shift, there’s been a backlash from long-time regulars, complaining that yogatoday had abandoned its free-to-air principles, and become greedily commercial.
It left me asking myself: “Just what were these unhappy customers actually loyal to?” Everybody loves a freebie, but do they want the website to go bust ? Ultimately yogatoday has to be sustainable - they had already tried advertising to cover costs - something that kept the service free for users for longer.
The new Yogatoday offers more flexibility - greater access for die-hard fans, low-cost download shows for selective customers, and STILL a freebie every week for the rest.
This customer segmentation and flexible pricing should mean that Yogatoday can build and grow its breadth and depth of shows - something that all customers will benefit from….. its most loyal followers above all others.
2 years ago