Imho they need to add units to the 4 faction without trying to add other factions.
I'm convinced that the best and fastest way would be to have some multifaction units (example: a box with dwarfs with crossbow for Daqan and with axes for Latari).
Almost half a year in, we're still stuck with only the core units for the existing factions.
I know that it is impossible to have in a short time the variety and quantity of models/units of other (older) games but it is a main aspect for gather new players.
All the people that tried the game here in the region found it great but were afraid to start due the lack of different units.
Another thing that we are missing in Italy is the OP. We need to play at stores or in any place we're people can see the game to gather other players.
Unfortunately people don't play (and buy) necessarily the best game but the most played.
What we can do is continue playing, painting and talking about the game with potential players.