I prefer to have some true idea of the cost for operating/overhead. This business appears to be 'electronic' in nature. Sure servers/storage facilities and competent/knowledgeable personnel are key but just how big and how many employs do they need to pay?
In other words, if their service catches on and expands rapidly - along with knowledge that what they offer does in fact become a 'necessity' for a broad spectrum of customers based on historical performance, is there a significant increasing % of revenue becoming profit?
Less operational/overhead cost => greater profit margin => greater pps
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