Enhance existing software to gain market share from competitors and improve security

Option/Valuation Scenario 2:

Choice 1: Enhance existing software to gain market share from competitors and improve security.

By increasing the features in your software, you can steal market share from your competition. It will cost money up front to build these enhancements. But you can control what to build by surveying your user base and estimate ROI based on difficulty of the feature and how much you can charge for new features. This decision will increase your company’s overall valuation.

Choice 2: Continue use of existing software to retain customers who are already familiar with your product.

Familiarity can be comforting, and you will reduce costs by not utilizing a software team. However, technology changes often and you need to improve your application to keep the user experience up to date. Also, the likelihood of a security issue increases as your software becomes more out of date. Hackers find vulnerabilities in legacy apps and exploitation of those vulnerabilities is not a matter of if, it is a matter of when. This decision will decrease your company’s overall valuation

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