Though it's not a great example, I think the assumption is that bakeries ARE an existing market for web design. Replace by "car sales" if it makes more sense to you. In my opinion there is something to getting to know specific small business markets and going after them with tailored info. Verticalising your offer if you like.

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.