Decision: Subscription or single purchase?

[onemoretry]

Hello,

I am testing a new product idea, it is for instructional content in multi-format video. I have a premium domain name and site design ready, but what I haven't decided is how to approach earning revenue for the product.

If I have forty hours of video content, does it make sense to offer it as a single purchase (Downloadable video w/ iPod format available, possibly DVDs), or as a subscription service? The former allows me to keep sales manageable with one tidy transaction while the latter has the potential for ongoing income and the ability for me to release new content in small pieces that can help extend the life of the subscription (such as a new video each week) rather than wait until I have enough material for a second product offering.

I'm not sure which way to proceed. If I go with a subscription model, should it be tiered (Basic gets you access to the videos, Premium gets you access plus email support for questions on the content)? Does anyone have experience with a good subscription management tool, preferably web-based where I can easily manage customers' access levels and host the content securely? I am a professional web developer and could re-invent that wheel but I am not interested in spending that kind of time on a system other than on the content itself.

Any feedback would be appreciated!

[webgal]

What about breaking it up into part 1, part 2....

[onemoretry]

That's an example of selling it as a product, or a segmented product in parts. I'm still wondering if this is better or worse than managing it as a subscription.

[italian_job]

The answer, as always, will come from your market: test both hypothesis, and then take your managerial decision. Keep exact track of what you are testing, you can even ask your market what they WOULD prefer to have (quite simply, using a questionnaire: I often use www.surveymonkey.com)

ciao

[Sven]

I think that drupal has modules for payed subscribtion. But if you have the site built allready that would be a bit of a waste...

[Grayman]

I think you should also take into account the time commitments/responsibilities that come with subscription or single purchase. If you have a subscription service you will likely feel obligated to produce something every month or two to keep your customers happy (although it seems like you already have content to last you awhile). With a single purchase they buy it and then you're done, no more obligation (save for some support).

I do like the idea of breaking it up into parts, maybe you could split it up into sections or themes. Then you could have multiple "product launches" on those different parts. The internet marketing world seems to love the idea of product launches and there's a bunch of free and for pay resources out there.

[badhank]

I have forty hours of video content

sweet merciful crap thats huge! mind telling us what it is?

OK, perhaps you can split it up as 10 videos, 4 hours each (or 8 vids, 5 hours each), while still offering the full download for a discounted rate. something like that? maybe offer $nn credit for any previous purchased vid as incentive

I had read an article, it was about viral videos but it still applies; Have all your content ready all at once, its much easier for someone to come back to you while they r still interested instead of waiting for a new release every week or month

[JFrenzel]

I would make it into a DVD set. It seems that video content that updates continually is best offered as a free service.


Cheers

Jose

[onemoretry]

sweet merciful crap thats huge! mind telling us what it is?

OK, perhaps you can split it up as 10 videos, 4 hours each (or 8 vids, 5 hours each), while still offering the full download for a discounted rate. something like that? maybe offer $nn credit for any previous purchased vid as incentive

I had read an article, it was about viral videos but it still applies; Have all your content ready all at once, its much easier for someone to come back to you while they r still interested instead of waiting for a new release every week or month

Sorry to take so long to get back to this forum, I forgot I had posts waiting a response and went off to do other things. The video content is for teaching computer programming. I have given it a lot of thought and think that a "series" is likely going to be the best approach (like you say, multiple sets of four hour segments) because in the world of software development, most syndicated material is in fact. I don't necessarily think any of it is any good or geared towards teaching a newcomer than just outlining current technology, nevertheless it would be hard to convince people to pay for a subscription when they can get a dearth of average material pro bono.

[onemoretry]

I would make it into a DVD set. It seems that video content that updates continually is best offered as a free service.


Cheers

Jose

I think you're right, Jose. A lot of the time this free content is the "free" for someone else's consulting or simply status (the "scarce") and it makes it much harder to charge money in this area. There is too much choice.