If the niche is too narrow, can you adapt the software to target the broader diet/nutrition market? I agree with silverlight that "pawn" doesn't have the great

If the niche is too narrow, can you adapt the software to target the broader diet/nutrition market? I agree with silverlight that "pawn" doesn't have the greatest connotation in the U.S. (your company's "Ltd"; are you in the U.K.?). If that's a concern, and you're committed to the company name, one option would be to build a product-based site targeting your market with the appropriate keywords/content, while pushing the company name into the background.