Let's say you're a small business owner who runs Quickbooks. You knew when you bought it that it wouldn't handle every aspect of your business, but you figured customizing Quickbooks would be impossible or way too expensive and spreadsheets could fill the gaps anyway.

But then things changed. More demands were placed on your spreadsheets. They become less timely, less accurate and less meaningful to your business.

"Why can't someone come up with a better plan?"

"Why can't someone develop industry specific software that either co-exists with Quickbooks or connects with Quickbooks where appropriate?"

"Why can't someone give me the software my business is missing at a fair and reasonable price without taking years to complete and gobs of money???"