It's essentially a family business struggling to operate as a public company IMO.
From the get go they should have appointed an experienced Tech CEO with international experience in strategic planning and international marketing while the company founders kept themselves to the tech side and IP which is their true passion and key contribution. The key to success is knowing what you don't know and hiring people who do. International currency management for a start.
It may eventually redeem itself but history will not judge it kindly. It reminds me very much of the final years of FPA as a listed company, held that too. It struggled with similar issues. Promotion from within sometimes prevents a clean clear-headed external view on where the company sits in its market. Which is where competent Directors have an important role.