Re: point 1. Maybe something like: "Strategy: Giving away for free and then upsell" Tactic X: "Give away free product or usage of your service" (talk about A

Re: point 1. Maybe something like: "Strategy: Giving away for free and then upsell" Tactic X: "Give away free product or usage of your service" (talk about Ariely's theory of social norms vs market norms) Tactic Y: "Up-sell free users into a more compelling value proposition" (distinguish between the free product/service and use it as a framing exercise to get your users to pay)