[wubbalerfa]

Easier said than done I know (although I work in a technical capacity in a company that did exactly that - entered a market with tooling/tools that didn't exist, and had to prove the product actually had any value) - but I didn't see the part where they got trial customers, delivered on their value prop, and made them into case studies on how much value they were delivering.

If they were able to for example have a handful of customers who averaged (entirely theoretically) a 7% increase in profits at a cost of 1.5% of their operating profits, it would have been entirely possible for them to be on an upward trajectory.