Part of me thinks they will try to gouge the company as much as possible for a very simple reason: Leverage in order to get as many shares as possible. They can ALWAYS change the terms later if the stock price isn't doing what they want.
Why would DMRJ want the price higher now? I can't think of a reason. They want it low now - high later.
Why would a buyer or new investor what the price higher now? Anyone buying in ALSO wants the price to be as low as possible so they get a greater percentage of ownership. Again - low now, high later.
How about a new financier on better terms? Seems the same would apply.
Who wants the price higher now? The only people I can think of is us - retail.
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