"I’m doing some research into software used by ________. Just curious, is there any software you’ve been looking for?..."

I think you would be surprised at how many people get confused by "software." I've received answers like "Safari" to this same exact question.

Just a thought, but instead of focusing on providing another piece of software (and phrasing it that way), look to provide business value. I know that's your end result, but I would present it that way from the first interaction.

Also, when you've picked the market/client base you want, I highly recommend seeing if you can visit the business for a day or two (if you can find time.) There's nothing better than immersing yourself...it will lead to better insight.