This is, FWIW, an absolutely no-brainer move for almost any SaaS business: if a user signals severe financial stress and needs a one-time discount,
give it to them. You have two options: a) future LTV = 0 (they cancel immediately) b) future LTV > 0.
This is not a hard call. I have, incredibly, had some people disagree with me loudly on this.
My usual copy for this is: "Don't worry Bob. I've run a small business for 8 years. We've all been there before. Tell you what, I'm comping you the next three months. You worry about getting things humming again, I'll deal with the accountant. [+]"
[+] A little white lie. My accountant naturally does not ordinarily second guess my marketing decisions, particularly when they're numbered in the low three figures, but injecting him into the discussion keeps us honest about this being a matter of business-to-business professional courtesy rather than personal charity (which doesn't have an expiration date).
This is not a hard call. I have, incredibly, had some people disagree with me loudly on this.
My usual copy for this is: "Don't worry Bob. I've run a small business for 8 years. We've all been there before. Tell you what, I'm comping you the next three months. You worry about getting things humming again, I'll deal with the accountant. [+]"
[+] A little white lie. My accountant naturally does not ordinarily second guess my marketing decisions, particularly when they're numbered in the low three figures, but injecting him into the discussion keeps us honest about this being a matter of business-to-business professional courtesy rather than personal charity (which doesn't have an expiration date).