The purpose of this report was to explore the question of what the services company Optimal Usability can do with their software product Optimal Sort. The report explored some strategic options, and arrived at the idea of building a product company structure that would generate ongoing cash flows from the product. The functions of a product company were discussed and it was found that many of these functions can be outsourced. The report moved on to explore the potential delivery mechanisms for software, and highlighted the potential for the software as a service business model. The benefit of this model is the potential to scale. However, sales and marketing costs will initially exceed subscription revenue. The market potential of the product is also discussed with key markets being the usability industry, web design organisations, marketing organisations and web design schools.
http://docs.google.com/Doc?id=df9bf7w7_220g5rjnwc4
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