MORTEN SUHR HANSEN, CEO, PARTNER
I believe that subscription is a better business model for companies and customers and that more and more companies are entering the subscription economy. This is a development that I would like to promote.
In 2011 I founded Subscrybe after more than 20 years in the media industry, in which I have worked with subscription sales, innovation and business development across newspapers, magazines and digital media.
At Subscrybe, I am working with innovation and business development and creating new subscription concepts – or developing existing ones. At the same time, I would like to help our customers in operating and strengthening a better subscription business across products, systems and customers.
I would like to contribute to the awareness of the possibilities in the new subscription economy. For that reason, I have written How to build a subscription business and a large number of articles about how companies can be inspired by new subscription ideas.
I am have a MSc in economy from Aarhus University and today I live in Dragør with my wife and my two, soon to be grown-up, children. Privately, I am concerned with everything that you can subscribe to, for example, fine food, cars, fitness, books, magazines and news. In fact, at last count, we had 50 subscriptions at home! And even then, I probably forgot a few of them.
JONAS JUUL JEPPESEN, DIRECTOR, PARTNER
I am a true believer! The subscription model, which, in recent years, has been growing in every type of industry, is interesting to me – as a Subscryber and also personally.
As Subscryber, I am particularly eager to innovate subscription solutions for non-traditional subscription industries, e.g. the retail industry. To help skilled retailers with entering the subscription economy and thereby securing their businesses is extremely exciting. That is why I am especially proud of our invention Føtex ØKO+ in collaboration with Denmark’s most talented retailers, as well as the flower subscription for Interflora and the effective “second-hand” subscription at DBA+.
However, I am also shaped by the work and development of people. Besides my MBA, I am educated as a schoolteacher and have been working with salesmen throughout my entire career. For that reason, the development of, for example, customer service is very exciting – especially because great customer service is essential for today’s and tomorrow’s successful subscription businesses. At the same time, customer service is becoming the subscription businesses’ most important sales channel.
In private, I am married to Line. Together we have Bastian, Karla and Vilfred, and we live in Højbjerg near Aarhus – close to the woods of Marselisborg, where I relax on my mountain bike, which is not subscription-based yet – but I’m working on it! In contrast, our car is a genuine subscription car from Hessel Hire.
JON ERIK OFSTAD, DIRECTOR, PARTNER
A well-managed subscription concept gives you strong customer growth, high profitability and creates great value for both customers and business owners. At Subscrybe, we have developed an effective method for building successful subscription concepts, introducing these concepts to the market and developing them further.
I like working across all industries – but with the subscription economy as the common denominator. Like my colleagues, I am results-oriented on behalf of the customers, and I strive to help create value for both the business owners and employees through innovative projects that strengthen the company’s position.
I have worked with subscription concepts throughout my entire professional career. As Director at Aftenposten, I was in charge of the areas that characterise a good subscription product: Concepts, sales, systems, distribution, customer service, CRM and analysis.
Then, I worked as a partner in a software company that develops subscription systems, market/CRM systems and web solutions to customers in Norway, Sweden and Denmark.
The dynamics that arise at the intersection of market and technology are exciting and challenging – and it is important to always stay ahead in the market. I’m probably too old to be able to call myself a true “native”, but I’ve been working at the intersection of technology and market for thirty years.
I am a graduate of economics from the Norwegian School of Economics, living in Kolbotn with my wife, Helene, and I have three adult children.
ANDERS SØRENSEN, SENIOR CONSULTANT
I am a big advocate for the subscription model, and I’m glad to see the many products and services being launched as subscriptions daily. I’m especially excited when I see subscriptions launched with a focus on enriching the customer and making the consumer’s everyday life easier.
Privately, I’m an avid consumer of many different subscription solutions and I enjoy the opportunity it gives me to liberate myself from ownership. It gives me mental freedom and the possibility of evaluating and change my preferences as I go.
Professionally, I’ve been working with subscriptions for the last 12 years, within the media and telecommunications business. Here, I’ve been working with all aspects of the subscription business – all from the creation of new subscriptions to onboarding, loyalty-building, retention, up-and cross-sales, and win-back. This I’ve done as a specialist and a manager. Most recently as Senior Director of Commercial Management at YouSee.
I’m especially concerned with how companies optimize their subscription business and take advantage of the unique opportunities that the subscription model offers in respect to creating close relations with the customers with the goal of increasing the customer value and create lifelong relations.
I live on Østerbro in Copenhagen with my wife, Jane, where we enjoy making use of the many cultural experiences that the city has to offer. In the summer, we spend many of our weekends in our vacation home, where I like to get my hands dirty and grow my own vegetables. I’m a bonus dad for Daniel, who’s 22. He moved away from home, but luckily, he also lives at Østerbro.
BO JØRGENSEN, SENIOR CONSULTANT
When I meet new people, and I ask them to tell a little bit about themselves, I’ve always asked people what they subscribe to.
Initially, it was mostly newspapers and magazines, but for me, the subscriptions you choose is such a significant part of yourself that you chose to subscribe to it.
I am a technical product owner and I understand all of the technical components in a subscription business. Whether it’s a start-up company with a subscription idea or an existing company that wants to change or add to their business, this always invites for a lot of great questions on the IT setup, where I can ask all the necessary questions.
I’ve been in charge of the technical implementation of subscriptions at Matas and of the launch of the podcast and E-book service, Chapter, from Gyldendal. So, I’m a broad, technical project leader profile with a vast business understanding and a healthy amount of creativity. I’m graphically strong, have a good UX understanding, and always put the user at the center.
Privately, I’m a creative geek that enjoys getting away from the screen. I play a lot of board games, I’m a passionate photographer and I always enjoy outdoor experiences – both on my bike, in my running shoes and with a trekker’s backpack.
Trond Erik de Flon, Senior Consultant
I have close to 15 years of experience within membership organizations and media, most recently as Marketing Director at Dagsavisen. I offer strategic and operational experience with running a profitable subscription business that will last for many years
In addition to competencies with pricing, value propositions, and reporting, I’ve worked a lot with acquisition, customer retention, and customer win-back through the development of automation processes.
Furthermore, I always work with more personalization and stimulation for increased subscription use, through digitalization and the use of data in different channels, with a goal of more relevance and customer satisfaction. These aspects have been central in my work with subscriptions.
I always make sure that the customer is at the center and that their needs are covered over time, in order to create a long-lasting and profitable subscription product – both for the customer and for the supplier.
Privately I’m married and have three kids. We live close to Østmarka outside of Oslo and this is where I do my cycling and running.
As a father of three, I prefer subscriptions that make my life a little easier and make everyday life run more smoothly. Mainly in the shape of food deliveries and apps that make family planning easier for everyone.
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ANNIKEN BOYE, CONSULTANT
Do you wish to receive flexibility, simplicity and creativity? By subscribing to streaming services, skincare products, clothes, food and so forth, you can save enormous amounts of time in a busy life. Subscriptions are time-saving for customers, it creates loyalty and gives companies more predictability.
I have a master’s degree in Change Management and come from a position as division head within a private health company. In my master’s thesis, I studied how the media industry has been challenged by digitalization. I primarily focused on, which touches and strategies companies can consider in order to maintain a strong position in the market, as well as what you can do as a company, to strengthen your position further, in a digitalized world.
It is not only the media industry being challenged by digitalization, but all of our society that becomes more and more digital. It can be a challenge to uproot existing cultures and structures in a company – changes are challenging and demanding for most of us. Change Management is my main competency and something I will bring into my position as a consultant at Subscrybe.
I am a social person and I spend a lot of time with my friends, my significant other, and my family. I also like to stay in shape by working out – inside and outdoors.
CHRISTIAN LAMBERTH, CONSULTANT
Subscription and growth have been the focal point in most of my professional career, where I, among others have held roles such as Head of Subscription at Saxo and Head of Growth Denmark at the podcast service Podimo. Privately, I am also a big consumer of services that can make everyday life a little easier, such as subscribing to everything from bicycles to dry cleaning.
For me, the essence of a good subscription business is that the company dedicates itself to delivering value and solving problems. As the user’s needs change and the technology evolves, the company must adopt and adapt its service to meet these new opportunities.
A popular term in the world of subscriptions is “the forever promise”. For some, it may sound negative, as one immediately thinks of lock-in and non-cancellable memberships. In reality, however, it is the exact opposite. In contrast to the classic transaction-based business, a good subscription company promises to deliver value to its users. If the company succeeds with this, it will achieve an extremely loyal customer base that will generate far more revenue over time. If, on the other hand, the user does not experience that his needs and problems are solved, it must be easy to terminate the membership and make the change to another service.
When the opportunity arises, I spend my free time enjoying the cultural and urban life in Copenhagen with concerts, restaurant experiences and the like – preferably with my good friends. In addition, I play football on a team in Østerbro, which I founded with a bunch of childhood friends a few years ago. I relax with a book in my hands or with a podcast in my ears.
NIELS VESTERGAARD, MARKETING SPECIALIST
My life is made easier with subscriptions. It gives me the opportunity to pick and choose, as well as the opportunity to tailor my needs – and change them, when I need to. The most important aspect of subscriptions for me is convenience. I subscribe to get automated services that I don’t have to think about, more than once a month – and I love it when things arrive at my door.
I have a background in E-commerce, where I have worked with branding and content marketing, with a focus on SEO/SEM, Social Media and Re-marketing. Therefore, I have a lot of experience with catching the customer’s attention on Google, Facebook, LinkedIn, Instagram and other social channels.
Today, no matter which company you run, it’s important to have a strong, social profile. This might be even more true for subscription businesses than with other business models. Here, your customers are not only your customers – they are your members and it’s important to cultivate a good and strong relation to them, no matter where and when you meet them.
Along with my position at Subscrybe, I study Business Administration and Organizational Communication at Copenhagen Business School.
In my spare time I play football, go for runs and visit the gym every once in a while. I’ve played music for many years, and I love to play around on my guitar for hours and hours.
Nicolai Fæste, Senior Consultant
I’ve been working professionally with subscriptions for almost 15 years. I started my subscription career in 2007 as Product Director for mobile in TELMORE. This led to 10 very exciting and challenging years in the TDC Group (now Nuuday) in different management roles, where I’ve been working strategically and tactically within the many disciplines of the subscription industry. Recently, I’ve been part of the daily management of BroBizz A/S, where I’ve worked as Director of Consumer Market & Partnerships.
Throughout my career, I have worked out a well-proven toolbox and I have a special interest in how the subscription is effectively activated with go-to-market- and channel strategies. At Subscrybe, I work primarily with the optimization of existing subscription concepts, both economically and managerially in the organization.
In my spare time, I spend time with my family Sofie, Aksel, and Ellen – the last two being in the daycare age which, naturally, keeps us busy. We enjoy living close to nature with forests and water, where the four seasons offer many activities.
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