I can go into a little bit. I don't want to totally out myself when I'm still a months away from a product that I could demonstrate.
Bottom line is that the online experimentation tools for large swaths of psychological research (questionnaires mainly but also cognitive tasks) aren't well handled by the big current players in that market. We're just not a big enough value proposition. The tools aren't designed for us. We really need for participants be able to just login to the experiment and be taken through the whole process. We need tools to track their participation, send reminder emails, etc that are built in to the experiment rather than cobbled together around it. And what most of us would like is for it to spit out a cohesive dataset at the end, ideally with at least some of the data-cleaning done (and documented) for us. A lot of research is cobbled together from a bunch of different tools that spit out separate chunks of data that need to be painstakingly re-constituted at the end. This may not be true for all academic research, but it is for the research that I'm targeting. So there's a value proposition there with a market of tens of thousands of grant-funded researchers.
In addition, I have access to several local sources of potential data collection (outside of academia) that are extremely appealing to an important subset of the researchers who might use my platform. I'm currently working with three such groups, but if things worked well there, there are hundreds if not thousands of such places in North America and Europe (and elsewhere). So I'd potentially be able to offer researchers not only a fairly comprehensive suite of tools for collecting data, but I'd have a growing network of recruitment sites so researchers could really just design it and click 'go' (and pay me).
This isn't all of it, just the research side. I'm pretty sure that the same set of tools can be used to go after a couple other non-academic markets as well. I've got at least 2 other non-academic revenue opportunities that I think are pretty solid and can be explored in tandem.
Then there are the long-term plans that change everything... (cartoonish evil laugh)