When you are a company (I speak as having worked in a trillion dollar company, a $10 billion one, and running a startup right now)
1) Office leases which you can't get out of
2) Server costs and subscription services to keep the company running
3) Salaries for everyone
4) Marketing. This is a Catch 22 situation. You cut on marketing and earnings go down. However, money for marketing becomes scarcer and scarcer
5) If you have any debt you have to service
6) One time costs - Coronavirus CREATES costs also
* No one can plan for a Black Swan type event because it is a Black Swan type event
*
Also please keep in mind that it is a competitive situation
You can't be super careful with money if all your competitors are throwing it away
Think about what competitors of We Work, Uber, Tesla ($423 million in carbon credits + $1.49 billion Accounts receivable + taking $36 million out of Full AutoPilot Driving revenue in this quarter) have to do
Can they be conservative? No
They have to compete
Then this (CoronaBlackSwan) happens
Now no one has money and lots of companies die out