From a finance side (sell your soul to the devil) I see the selling of information to cities being sorta useful. The heat maps is great for cities for planning, but would most likely be only for a handful of more progressive cities that actual want to promote cycling in town vs shut it out.
Problem is they give that shit out for free. So why pay for it? Can’t be a ton of value there anyway.
User data - such a niche market that they have data on, and Facebook and google probably dominates in sales.
So there’s “some” monetary value there but not a whole lot. Where do you go next? Your user base! Get the cycling obsessed to pay for the privilege to use the app. Cool, but again, you gave it away for free - why pay? I did for a bit, purely out of that “I like it so I support it”, that put your money where your mouth is. That gets old, and I have subscription fatigue. So I cancelled. That’s not sustainable. Guilt only goes so far and is not an investment option, unless you are the Catholic Church.
They can sell hats and jerseys, but again, not a good return. Team up with Zwift? Sure, get erased after a while if your branding isn’t as strong.
I see going out as the option unless keeping the lights on is real cheap.