At that pricing I would include in your advertising that the per month fee is only about the cost of a single cup of coffee. To make that clear, tell them that you'll in fact make their first month free by emailing them a starbucks coffee coupon when they sign up. That initiates your relationship with them as more of a 'social contract', rather than a business one, since you've given them a gift (make sure to include their first name in the starbucks coupon email), and their brain now associates the $5/month fee with just a single cup of coffee, which is money they basically throw away each day anyway. A social contract makes people more committed to your brand, and pay less attention to the cost and more to the relationship. With that said, once you start a social contract, you have to keep it up (keep interacting with them in a more buddy way, in terms of email wordings, things you may send them occasionally, etc), otherwise if you switch back to treating it more like a business contract again they will get pretty offended / pissed. If you want more advice on this let me know.