Just going back to your point that "Continued initial uptake and...

Just going back to your point that "Continued initial uptake and renewals of contract is the main obstacle"

I wonder if BIG has considered a referral type scheme? Refer a customer and get x% off your membership next renewal? I'd prefer to lower ARPU by x% to gain greater market access and it might give more clout to the organic word of mouth takeup of the product. It's something you see a lot with start up apps that are SaaS etc