I am not an expert on accounting software but this is how I see the industry:
- Extremely competitive
- Therefore, low margins
- Easy to adapt and replicate improvements (so even if you come up with a "better" software, whatever that means, this being a software business your competitors could VERY QUICKLY copy your features).
David I am sure you have a solid product, but I hope you understand who you are up against here. Some of your competitors are extremely well capitalized (you may be too, I don't know) and as soon as they see another fish in the pond they are gonna try to get rid of it. Let's say that you come up with a better software. What do you think they are going to do as you soon as your software gains some traction and gains some attention? I'll tell you what they're gonna do.
1- They are gonna copy your improvements.
2- They are gonna cut down their prices to kick you out. And believe me, many of these companies can afford to lose money for months before they feel any pain. Can you do that? Plus, being software, a reduction in price doesn't kill you immediately since the product is already created.
3- If you are really really good. They may try to buy you.
Have you thought about these scenarios?
Finally, this is my suggestion. Forget about trying to come up with a user friendly, or friendly user software, or some of those feel-good characteristics that some people are throwing around here. This is what you need: FOCUS.
Again, I may be wrong, but the only way I see a product like this taking off in an overcrowded market is by offering a very specific product for a very specific group of users.
There are dozens of accounting software for the general public. Why not tweaking yours to target specific users? SMEs that import or export quite a lot. Maybe service companies, instead of manufacturing companies,... I don't know.
You may think your vanilla yoghurt is better than Danone's, but I'll tell you what, most users will see just a vanilla yoghurt. Why not try to segment the market?
Just my two cents. I wish you all the best in this adventure.