Wave Accounting provides free, online accounting software for small businesses. It has grown rapidly to over 1.8 million users in 2 years by addressing the growing trends of software as a service, digitizing paper records, wireless accessibility, and collaborative consumption. Wave generates revenue through targeted offers and research based on user data, premium add-on products, and tax return preparation services. Its go-to-market strategy focuses on PR, social media, partnerships, and communication to attract and retain customers.