You're asking what's a defensible value-add, but without really framing current business conditions or issues.

Time - opportunity - matters a lot, perhaps more than anything. And to face that, one needs to ask better questions (even if you're just polling).

"Current business conditions or issues" -- I think that's because OP wants you to fill that in yourself, so that you might explain your assumptions or the market potential that you see, which might be wildly different from his (i.e. software having little to no moat)