IMHO the point of the article is its title - and certainly, furthermore, the point made at the end: “To succeed, an offering must create value for all entities

IMHO the point of the article is its title - and certainly, furthermore, the point made at the end: “To succeed, an offering must create value for all entities involved in the exchange—target customers, the company, and its collaborators.” I believe the point of this comment is 'do market research before quitting your job'. The author could have learned their presented points while operating this as a side project concurrent to their existing job.