That's not too bad of a start, if you figure initial buy-in cost for people, and that people aren't even aware they exist as of yet. IF they weren't at least prepared to not make any profit for a minimum of a year, they shouldn't have gone into business at all.
Nothing ventured, nothing gained.
As the Real Estate people like to say: "I see lots of potential here".
They should do a little more promotion like Dish has done over the years. Such as a monthly $5 discount for a present subscriber, IF they get one of their friends to sign up and sub for at least 3 months minimum. That could snowball quickly, or at least get the word out much more quickly and cheaper that they are around.