• Launch: I was so excited to read about the service that I immediately signed up without reading through all the details. Much to my dismay, a few minutes later, I received a confirmation email promising me my first pair in Fall 2021. Now, as a customer, a year is a loooong wait. More importantly, as a business, On is running the risk of a competitor usurping the idea and getting to market faster. My guidance to On would be to announce its next launch only when it’s ready. In today’s markets, the company that owns the idea and gets a headstart on building relationships with the customers has an undeniable competitive edge over others.
• Freedom of Choice: One of the core tenets of the Subscription Economy is that it allows customers to choose and personalize offerings as their needs evolve. Cyclon’s current offering has just one pricing plan. What I would have liked to see is for On to make this service irresistible to all kinds of runners. Let me choose from different plans, such as the number of pairs, family plans, etc. In other words, give me the freedom to choose the right plan that works for me. On would do well to use this time to experiment with different pricing plans and identify what’s working well with potential customers. With subscription businesses, iteration on pricing and packaging is an ongoing process and the sooner you start the journey, the more you learn.
• Transparency: Relationships are built on trust and transparency plays a big part in gaining customers’ trust. The more information that a service can provide me about how it operates, the better. As a conscious consumer, I have so many questions for On:

Returns: How do I return my shoes to On after use—will I need to pay for return shipping or will On cover that as part of the service?

Packaging: What kind of packaging will On be using to ship the shoes? Will it be made from recycled materials and will it be recyclable?

Recycling: How will On recycle returned shoes? Will the entire shoe be recycled? Where will it be recycled? What kind of gear will On use the recycled material for?

I’d love to see On sharing its process and set customer expectations from the get-go by adding such FAQs to its website. Subscription businesses grow with their customers, so the more open you are and the more you share with your customers, the more they trust and support you.

As On prepares to launch Cyclon, I’ll be rooting for its success! But, while I’m truly excited for Cyclon, I don’t think a service like this should be an exception. With conscious consumerism on the rise, it’s just good business to make sustainability a central part of the Subscription Economy.

We should all be owning our experiences, not products.