TriBeCa Branding, a NYC-based brand strategy firm, considers launching their internal advertising optimization software as a standalone SaaS product. The case explores the profitability comparison between their traditional consulting model and the potential SaaS offering. Key considerations include market analysis, operational challenges, and financial projections. The candidate must evaluate the target market segments, estimate potential client reach, and calculate the profitability of both business models. The case also addresses risks and challenges associated with pivoting to a SaaS model, including operational shifts, competitive threats, and human capital concerns. The final recommendation weighs the higher profitability of the SaaS model against the significant operational challenges of executing such a business transformation.