A startup may invest all it likes into marketing and promotion. It may develop a pretty user interface. It may advertise relentlessly to potential users. It may even succeed in getting the user to download its app, or buy its product. But if they don’t use it, the product won’t survive for long.
Further, defining its usage model tightly will help the startup define its core business metrics as it races to find product/market-fit and acquire scale. The usage model can be translated into cost of customer acquisition, engagement, customer lifetime value, and more. Finally, usage also defines what data the startup intends to capture and how to create value from it.