On the one hand, it is very strange that the situation on the market is very unstable, and the project is not frozen, like most competitive projects, but continues its work. Either you are very confident in your idea, or you have hidden trumps in the sleeve)
One does not interfere. I believe that a project that is really planning to enter the market in a new guise, in no case should it take back, even when such incredible jumps occur.
All this should be done at the expense of forecasting, the team should calculate its actions at 10, 20, or even more steps, consider all possible cases of defeat and agree on ways of getting out of them in advance, or just keep the planned line straight.