> their best-alternative to a negotiated agreement -- aka their "BATNA" -- be it some competitor's software, or an in-house development effort, or whatever.
This one is important. Just because your product may earn/save a million bucks a year doesn't mean it's worth that. If they can build it themselves for a 100k then it's worth a 100k.
This one is important. Just because your product may earn/save a million bucks a year doesn't mean it's worth that. If they can build it themselves for a 100k then it's worth a 100k.