Niche product for managing industry-specific documents that lies between "nice-to-have" and "can't believe how I lived without it". No competitors in the space. Value to customer is time saved and improvement in apparent competence by enhancing professionalism of their external-facing documents. Big difficulty I have is pricing the individual plan (hook them) vs. enterprise group plan (without a sales team, I'd rely on satisfied individual users to kick up to management).