Put together a simple lead gen page and run some adwords to capture emails from interested people. Then start talking to those people who sign up. You can do

Put together a simple lead gen page and run some adwords to capture emails from interested people. Then start talking to those people who sign up. You can do this by sending out surveys or asking for permission to call them up directly. This should keep the business guy busy, your market will like your MVP much better, and you'll get some loyal customers to boot. If you're not getting enough leads from adwords, try other paid advertising, and also face to face stuff. If you still don't get any leads your business guy needs to start coming up with a new idea.