Zwift

COVID is a free 'loan of users'—borrow adoption now, keep 20-30%

Shaan frames the pandemic as a window to take a loan of millions of users by offering a free experience. You'll have to 'pay back' the users who churn when life reopens, but ~20-30% stick, giving you a burst of essentially free adoption for any new product.

“you take a loan of users. You're like, hey, can I get a loan of like 2 million users? Because— and I know I have to kind of pay them back when the world, you know, reopens. But if I borrow these users today and I can give them some experience, some percentage of them are going to stick with this when the world sort of goes back to whatever the new normal is going to be”

Steal thisDuring a demand shock, give a new experience away free to grab mass adoption; budget for heavy churn and bank the 20-30% who stay.