Membresías vs. Suscripciones: Cómo elegir el mejor modelo para su negocio

¿Le cuesta elegir entre un modelo de afiliación o suscripción para su empresa?

Con el meteórico ascenso de estos dos modelos de negocio over the last decade, it’s crucial to understand the nuances of each. That way you can make an informed decision between these two models. This is so important because the model you choose will have a major impact on the long-term success of your business.

If you’re a little confused about the differences between memberships vs. subscriptions, know that you’re not alone.

In 2023, the terms “membership” and “subscription” are often used interchangeably. This makes it challenging to distinguish their key differences. However, the choice between these models is crucially important, as it directly affects the value proposition for your customers and the relationships you’ll build with them.

In this comprehensive guide, we’ll explore the essential distinctions between memberships and subscriptions, showcasing real-life examples to bring clarity to these unique business models. After you read this article, you’ll be equipped with the knowledge to confidently choose the ideal model for your business, setting you on the path to long-term success.

Ready to unlock the secrets of memberships and subscriptions? Let’s get started.

¿En qué consisten las afiliaciones? (y 3 ejemplos reales)

To get started, let’s create a working definition of the first term we’re working with: afiliación.

La palabra afiliación evoca ideas de pertenencia, comunidad y relación. Además, las afiliaciones suelen proporcionar a las personas un nuevo nivel de estatus o exclusividad.

Por lo tanto, una afiliación es una empresa u organización que implica e incluye activamente a sus miembros. También da a sus miembros acceso a productos, ventajas o beneficios que los no miembros no obtienen.

He aquí tres ejemplos de la vida real que demuestran perfectamente esta definición:

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Costco

Costco is a members only grocery store. That means in order to shop there, you must be an active member. When you are a Costco member, you unlock many exclusive benefits that regular folks on the street simply don’t get. Where else can you get a liter of pure maple syrup for less than $15?

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AAA

¿Alguna vez te has subido al coche después de una excursión épica de 24 kilómetros y te has quedado sin batería mientras admirabas las vistas de las montañas? Si es así, ¡espera que tu afiliación a la AAA siga activa! Como miembro de la AAA, obtendrá algunas ventajas increíbles, como asistencia en carretera, descuentos exclusivos y mucho más.

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Fitness 24 horas

Gyms are classic membership businesses. You pay a monthly or annual fee so that you can access facilities and services that aren’t open to non-members. Most gyms won’t even let you walk past the front desk without an active membership. Plus, you can get personal training and participate in group events as a member.

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If you’re unclear about whether or not something is a membership or a subscription, try filling in this statement:

“I’m a __________ member.”

With our three examples above, it sounds perfectly natural to say, “I’m a Costco, AAA, or 24 Hour Fitness member.

On the other hand, it would sound strange to say, “I’m a Time Magazine member.”

La revista Time es una suscripción, no una afiliación.

You don’t belong to Time. You subscribe to their magazine.

Todo sobre las suscripciones (con 3 ejemplos útiles)

Now let’s take a look at the meaning of our next term: suscripción.

La palabra suscripción está relacionada principalmente con las ideas de facturación, pago y acceso. Las suscripciones tienen menos que ver con relaciones y exclusividad, y más con plazos e intervalos de pago y acceso.

En pocas palabras, una suscripción es un modelo de facturación y entrega para empresas y organizaciones.

Here are three examples of subscriptions that’ll help ground our definition in reality:

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El Wall Street Journal

Newspapers are perhaps some of our oldest and best examples of subscriptions. For each month that you pay your subscription, you’ll get new issues of the paper delivered straight to your door. This is purely a transaction. There are no exclusive benefits or sense of belonging that are designed to come with your subscription (except that your neighbors might think you’re smart 😉).

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Disney

The latest evolution of the subscription business model comes in the form of all the emerging streaming services. If you want to rewatch all the MCU movies before buying your tickets to the latest Guardians of the Galaxy flick, you’ll need to subscribe to Disney+.

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Quemadura diaria

Daily Burn is a fitness subscription that’s designed to be done at home. For around $20 per month, you can watch a variety of pre-recorded fitness classes. While you do get exclusive access to Daily Burn’s content, that’s where it ends. You simply get what you pay for, rather than the extra benefits that might come with a gym membership.

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Now let’s create the reverse statement from above and try it out for subscriptions:

"Estoy suscrito a __________."

Podrías decir fácilmente: "Estoy suscrito a The Wall Street Journal, Disney+ o Daily Burn". Pero puede que tus amigos te miren raro si dices: "Estoy suscrito a Costco".

It’s not a magazine. It’s a membership.

Afiliación vs. Suscripción: ¿Cuál es la diferencia?

Now that we have working definitions of memberships and subscriptions, let’s dive deeper into what distinguishes one from the other.

Las afiliaciones son más relacionales y menos transaccionales

In general, membership businesses and organizations prioritize relationships over transactions. The outdoor sporting good’s company REI is a perfect example of this.

REI is a cooperative organization that extends exclusive benefits to its members. Yes, you can still shop at REI even if you’re not a member. However, the benefits of membership far outweigh the cost of enrollment.

You can become a REI member for a lifetime fee of $30. From there, you get exclusive member discounts, special member pricing, and reward points paid in the form of a dividend. REI really rewards its members for shopping there. They understand that by including you in their organization, you’re more likely to shop there when you need a new pair of hiking boots or running socks.

Memberships Focus On Community & Inclusion

Many of the big benefits that come with a membership have to do with a sense of community and inclusion. Let’s take the example of the gym. Yes, you are paying a monthly fee for access to the facilities. But you’re also joining a community of people who are proactive about their health and wellness.

Even if you don’t work with a physical trainer as part of your membership, you can participate in group events like pickleball tournaments or weightlifting competitions.

Las suscripciones son principalmente un modelo de facturación

The key difference between subscriptions vs. memberships is that subscriptions are primarily a billing model. When you sign up for a subscription, all you’re essentially saying is that you want consistent access to whatever it is you signed up for. That can be anything from digital content to physical goods.

For example, the supplement company Thorne offers subscription options for most of their products. If you have trouble falling asleep at night, you can sign up for a melatonin subscription that’ll send you a new bottle at whatever interval you specify.

Puede que ahora te estés diciendo: "But look! You get an exclusive discount as a subscriber. Isn’t this a membership?" Cuando, en realidad, esto sirve de ejemplo perfecto para ilustrar la diferencia entre afiliaciones y suscripciones.

The only benefit to becoming a Thorne subscriber is that you get a discount. It’s tied directly to the transaction. The benefits of memberships extend beyond pricing and transactions. A membership gives you access to something you can’t get any other way. A subscription just delivers what you purchase.

Siempre hay que reponer las suscripciones

Esto nos lleva a nuestra segunda distinción clave entre suscripciones y afiliaciones. Por naturaleza, lo que se adquiere a través de una suscripción siempre debe renovarse o reponerse. En nuestro ejemplo anterior, no obtendrías nada haciéndote "miembro de melatonina" si sólo te enviaran un frasco. Pero como es una suscripción, tu suministro de melatonina necesita ser renovado cada mes (a menos que cures tu insomnio 😴).

If Thorne wanted to offer a “melatonin membership,” they’d need to package in some other benefit to make it compelling and worthwhile. For example, they could create a community area that’s managed by sleep experts. You could go there and ask an expert for advice about how to fall asleep fast and stay asleep through the night.

Esto suena bastante bien, en realidad. ¿Quizás deberíamos lanzar a Thorne en esto?

Membresías frente a suscripciones: ¿qué modelo es el adecuado para su empresa?

By now, you should have a clear understanding of the differences between memberships vs. subscriptions. But if you’re still wondering which model to choose for your business, here are a few questions that should help clear things up for you.

1. ¿Tiene previsto ofrecer algún tipo de comunidad a sus clientes?

2. Cuando alguien se convierte en cliente suyo, ¿obtendrá ventajas exclusivas que no están disponibles en ningún otro sitio?

3. ¿Quieres construir una tribu o crear un sentido de pertenencia en tu negocio?

4. ¿Es ser cliente la única forma de acceder a su contenido, producto o servicio?

If you answered yes to one or more of those questions, then we’d say the membership model is perfect for you.

If you said no to all of those, and your product or service is simply tied to a recurring payment method, then we’d say the subscription model is right for you.

The Future of Memberships & Subscriptions

Dicho esto, a medida que las afiliaciones y las suscripciones crecen y evolucionan, las líneas que las separan parecen difuminarse cada vez más.

For example, you could argue that at-home workout equipment like the Peloton or Mirror fall into both categories. Yes, you’re paying a monthly subscription for access to their content. But you’re also joining a virtual community as a member.

We’re definitely not staking our claim as the “Nostradamus” of the membership and subscription world, but our best guess is that we’ll begin to see a merging of these two business models over the next few years.

Cómo crear una suscripción con WordPress

Tanto las afiliaciones como las suscripciones son magníficos modelos de negocio de ingresos recurrentes. La elección de uno u otro depende de usted y de su negocio. La buena noticia es que con MemberMouse puede crear negocios tanto de afiliación como de suscripción.

Nuestra plataforma le permite crear productos que se facturan en cualquier intervalo que especifique, por días, semanas, meses o años. Incluso puedes crear pruebas gratuitas y afiliaciones de por vida.

Para saber más sobre cómo hacerlo, puede consultar este útil artículo y vídeo de nuestro centro de asistencia:

Conclusión

Y ahí lo tienes: tu guía para navegar por los matices entre las afiliaciones y las suscripciones. Esperamos que este artículo te haya inspirado y ayudado a elegir el mejor modelo para tu negocio.

A modo de resumen, he aquí lo más importante de este artículo sobre afiliaciones frente a suscripciones:

• Las afiliaciones se centran en las relaciones, la comunidad y las ventajas exclusivas
• Las suscripciones priorizan la facturación, el pago y el acceso sin ventajas adicionales
• Los límites entre afiliación y suscripción se difuminan y es posible que en el futuro surja una combinación de ambos modelos.
• Con MemberMouse se pueden crear negocios tanto de afiliación como de suscripción

If there’s anything we didn’t cover in this article that you’re still wondering about, please feel free to leave us a comment below. We’d love for you to join our conversation and can’t wait to hear your questions or insights.

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