Sorry to break your expectations because I know that you were asking the experts, but I want to say this.
If you are talking about competing in the market with other softwares, I have a small (maybe unimportant) suggestion. We can start by having a real website for the software. The webpage that opens when you look for Plant Simulation is quite uninteresting.
It is more like the simple webpages that you find on a company's intranet. I can assure you that the website wasn't something that motivated me to give this software a try. (The first thing I did after seeing this post was opening the ExtendSim site to see what it actually is )