Though I prefer the company to go towards option 2 as a SaaS...

Though I prefer the company to go towards option 2 as a SaaS mobile technology company. I think their 3rd option online retailing sounds like they are looking at Showpo.

I've been reading a lot about Showpo and enjoy the success it has made.

Despite, e-commerce giants like Alibaba, Amazon, and eBay, Showpo has found a niche market in Australia, women shopping and turns over $10m a year:
http://www.*.com.au/why-showpos-fou...k-for-6-months-after-quitting-her-job-2015-10

Ranked 13th in Australia's top 20 online retailers.
http://www.smartcompany.com.au/mark...ralia-s-top-20-online-retailers-for-2015.html