Cost NPV Viral 
Rob Go
MAY 26, 2016
The assumption here is that that increased value is NPV positive based on other potential uses of the capital that you could have gotten up front. The exception are recurring revenue businesses with an amazingly viral free product that very effectively get consumers to subscribe without needing significant marketing and sales expenses.
andrewchenblog.com
JANUARY 28, 2010
To become profitable using a freemium business model, this simple equation must hold true: Lifetime value > Cost per acquisition + Cost of service (paying & free) Said in plain english, the lifetime value of your paying customers needs to be greater than the cost it took to acquire them, plus, the cost servicing all users (free or paying).
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