There are two prices involved in buying a cake: firstly the money you hand over, and secondly all the other cakes you cannot eat, because you're eating this one instead. The opportunity cost.
When you assess possible projects you need to consider not only whether the project will pay for itself (be that directly, or indirectly), but also the extent to which the project limits you from doing other things you might want to do.
What are the limiting factors?
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Capital
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Executive Bandwidth
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Management Overhead
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Development Resource
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Test Resource
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Support Resource
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Sales Throughput
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Brand