If you ignore CAC, Zapier isn’t a company that is going to lose any money per new premium customer. And we know this since they offer a free version with the premium version only having a few extra features. If they offered a year it would be one thing but 3 months means that for 75% of the rest of the Coronavirus period the small business will be paying them.
I think it’s more than fine as long as the intent is stated as “helping you or your business get through this difficult time”. I’ve seen some businesses where the messaging reads like they’re mocking the tragedy or cashing in on the opportunity which will turn people off real quickly.
Think of GameStop calling themselves an essential business in states on mandatory lockdown... not great PR.
Any time a company growth scheme is "get this product implemented in an emotional rush, so it replaces a specific process, in a way thats hard to reverse" without allowing time to plan, they are taking advantage of the consumer.
Or like the box.com model with a "install this behind your companies back, and once enough of you reach a critical mass where its painful to undo, they wont be able to ignore it anymore, and the ramifications will be their problem not yours."
If you ignore CAC, Zapier isn’t a company that is going to lose any money per new premium customer. And we know this since they offer a free version with the premium version only having a few extra features. If they offered a year it would be one thing but 3 months means that for 75% of the rest of the Coronavirus period the small business will be paying them.
So what’s the charity here ? None.