That's the same dilemma some one making a new car like Tesla has to face.
So you first make something the rich people want. Like luxury residences in spaces, Elysium like. Like really really affluent neighborhoods for ultra rich. Tourism is another part. Make people go to space, stay for a few earth-days, have them see some spectacular astronomical phenomenon. Sky size theaters, Toy space shuttles like we have dashing cars, Disney land like attractions etc etc.
The other part of course is permanent science labs, where you do high quality research and development. Something like the Large Hadron Collider takes a lot of real estate and resources on earth to build. Eventually that kind of work can be done in space. That will make a lot of smart people want to work in space.
Of course since resources are plenty in space, and energy is just pointing you array of panels at sun. I'm guessing due to the economics of it, a lot of other people might want to stay and work there. Like electricity strapped countries, might want to manufacture in space.
The use cases are endless that way.
Eventually you extend it to everybody else.