OK. That clears it up a little. I worked with a vertical market app for several years. I didn't have the situation you're in, but here's my two cents...

If this is a market where the smaller businesses are trying to 'compete' with the big-boys, they have to realize the benefits of technology. At some point, most small businesses don't want to stay 'small'. They have to expand.

My advice is to be very open. If you somehow manage to 'hide' it up front, you run the risk of compromising your credibility. Be open and even be a little bold, is my suggestion. Speak as if an automated solution for your market is the 'normal' state of mind.

If your solution is a proven and effective one, if you have case studies and testimonials working with larger organizations where you're able to prove return on investment, then any outcome where you don't get the business is something outside your control.

Kevin