The goal of any startup is to find out early and often how customers will react to your vision. If you have a vision of charging for a service, and you give it

The goal of any startup is to find out early and often how customers will react to your vision. If you have a vision of charging for a service, and you give it away for free; you may find people leaving to a competitor. If ads are your vision, then establishing trust with your consumer base is critical. They need to know that their information is not being used inappropriately. You will also demonstrate value sooner to investors if you have an established revenue stream. One option we have considered is establishing 2 brands, just for this purpose. One can be ad based, and the other could be free or subscription based.