With regards to the marketing, for example the one for the VSR plug-in. They would be much more successful with 20 more videos that show various cases where the capabilities of its tools shine. If you check their YouTube channel, they have a very limited amount of videos that showcase just a portion of their tools. YouTube is a huge (and free!) platform for advertising and I’m surprised that they didn’t took the opportunity to make people aware of why they should consider buying the VSR plug-in.
Another major reason for the lack of orders was the initial price at which the VSR plug-in was sold. In EU it cost 1 400 Euros plus VAT (usually 20-26% depending on the country). That price made it too expensive for most Rhino users. In the USA it was $1 325, which is lower, but still more than the price of Rhino itself. It was not before them being acquired by “Autodesk” before the price dropped to 392 Euros + 20-26% VAT in EU or $371 in USA.
The VSR plug-in would be much more popular at a price of 300 Euros, and with at least 20 more deep-dive videos on YouTube. Once they had their plug-in spread across many customers, the most natural business strategy would be to offer series of annual upgrades with expanded functionality at an affordable price, such like 100 Euros or so. I know that software development is not easy, nor its fast, but as some smart people say, sometimes less is more. Offering a product of any kind with proper balance between market price and value is a vital decision in every industry.