Renting is a spread business model these days, e.g. Software as a Service. The best thing about it is that you can cancel whenever you want. No upfront fees either. If you need it and provides value, you’ll pay without hesitation. Otherwise, you cancel the service. Less is more. For you as a start-up, if you have such a model, treat your customers as it were the last day. If they decide to leave, it will be too late to change their minds. They are not a number. They are one of your most important assets.