I think that the value lies in reaching the consumers in the most straightforward way possible. Allowing users to try the service and learn the features and advantages it will provide them, is more valuable than making money from the start and turning down possible consumers. If the free service can live up to its expectations and truly provide innovative invoicing methods, it will be much easier to get the consumer to return, eventually willing to pay for specific features or products because they are familiar with the platform and now trust it.