Chances are you’ve already heard about Calm, one of the biggest meditation apps out there. They focus heavily on paid acquisition and have now offered their product for free to teachers and students.
With this move, they’re doubling down on an already existing product-market fit with teachers. Valuing their positive effect on millions of children.
Targeting the second group is an excellent use of cohort marketing and market development: By offering their product for free while they are kids, they might install a Calm mindset that leads them to become paying customers later in life.