Very interesting read, I wish more startups did postmortems like this. It seems like the authors managed to build a set of tools that provided real value that ultimately did not make commercial sense, but would've been interesting to see if this learning:

> Scout was our most-used product. Its users weren’t our target market, but some were. We had vague ambitions to use it as an inbound marketing tool, but we never capitalised on it. This was a missed opportunity.

was applicable in a conservative industry like real estate and government as lots of open-core companies operate on this model (e.g. free open-source software and marked-up hosted solutions).