> ... not growing but it's not dying. ... and the founder doesn't really know what to do.
Makes me think of Paul Graham's concept of "default alive/dead":
> When I talk to a startup that's been operating for more than 8 or 9 months, the first thing I want to know is almost always the same. Assuming their expenses remain constant and their revenue growth is what it has been over the last several months, do they make it to profitability on the money they have left? Or to put it more dramatically, by default do they live or die?
http://paulgraham.com/aord.html
I think this is a much more valuable place to start the conversation. The available options (which may or may not include shutdown) depend strongly on the answer to the question "are you default alive or default dead?"