That's what I was thinking. The ubiquilist product looks really neat, but there isn't a single use case on the site.

I wouldn't change the product (yet), I would find great use cases and present those in detail and with flair on the site, and then I would find ways to put that use case in front of more people who are like the ones in the use cases.

Possible use cases: show how a family with a dog that needs treatment gets organized to take care of their pet thanks to your product. How a mom & pop shop get their orders right by using the estimate feature as they work on them. And on and on...

Again, for my 2c, this is a marketing problem plain and simple. Close the IDE.