Even doing so in 2017 would have provided a windfall today. And anyone going in now would be very pleased with where they would be post next halving. Roll on, Bitcoin balance sheet!
Any company that has plans of profiting from Bitcoin, now would be the perfect time for them to start buying. If they really have plans to hold it for long term, they can go ahead and start investing now and hold in a secure wallet for them to be able to sell in the future when the market goes up again. We know for sure that Bitcoin will be going up again, so now is that perfect time.
And businesses that would invest in Bitcoin right now are really going to make huge profits out of it, because in the future that is coming, the increase in Bitcoin is going to be really huge compared to now, and we would for sure be crossing $100,000 price.
Again, I'm not sure the purpose should ever be to profit from Bitcoin, but simply to protect against inflation in the long term. Of course, it's nice to put a balance sheet in Bitcoin and then get double, triple, or more the value in a few years' time but the purpose really is to ensure you still have the same spending power -- be it as business capital, or simply to pay wages. You're almost guaranteed to be in a weaker position year on year if you keep in fiat. Bitcoin, up and down, but certainly over the long term, enough to overcome inflation.
So it's less about holding I feel, and less about profits (although with the likes of Saylor it's hard to tell what he wants or is attempting unless you're happy to take his word if not his actions).