Originally Posted by Tryme

If they retain 50% from the trial

$1 + $35 / 2 or $18 for the initial
$35 * .60 (say they keep 60% of those who paid 1 month) = $21

$21 + $18 = $39

then add in any extra months, upsells, exits, cross-sales and they can easily make more then $40. Also the people who look at work remember the name and type it in later at home and join.