If you start a new design firm (and particularly if you're inexperienced), you need to go where the money and the work is already, not try to create new markets.
Then again, even bakeries can be fun. This UK design agency actually built a piece of countertop hardware for a bakery which, by the press of a button, would tweet that fresh bagels are ready.
Thank you all for your comments.
I guess it raises the question of how do you "go where the money is" if you're stating out.
Maybe there's more to that niche than we're giving it credit for.
That'd be an example of 'stepping outside of your system'. Get your ass off the comfy couch and actually talk with bakers to find out their needs and ideas. That could be pretty surprising and not at all what you expected. It's refreshing to be inspired by other people, rather than trying to figure it all out by yourself. And when you finally gain insight in what they really want, it's time to create that document ;-)