So the cool thing about big data is that B2B publishers can now create sophisticated tools and databases that provide business decision-makers with more customized information.
The problem is that these same decision-makers are not always used to subscription billing practices. Especially if they’re used to working with brokers.
Megawatt Hour faced this problem, but solved it by creating a percentage-based subscription plan. The site, which provides information on deregulated energy markets to energy purchasers, charges 1%-2% of a subscribers annual energy supply costs. This is lower than the standard 3%-10% taken by brokers, and in return, subscribers get more transparency and can save more money. And Megawatt Hour can earn $2000 to $15,000 a year from one subscriber without causing sticker-shock.
Billing can be problematic– all subscribers are invoiced, a common practice with B2B sites with high subscription prices, and some choose to pay monthly rather than an upfront annual price. But we liked this tactic because it’s a savvy way to get a new niche that’s not used to any online help to get onboard with a Web-based platform and transition them gradually to subscription billing. Other publishers looking to launch in a niche with no competition should consider doing the same thing.
If you’d like to read more about Megawatt Hour smart launch, including how they leveraged industry contacts over SEO, check out the Case Study on Subscription Site Insider today.
