I actually think, in this case, being a niche app is much better..especially given the niche he's selected. He's addressing a real problem with an audience that

I actually think, in this case, being a niche app is much better..especially given the niche he's selected. He's addressing a real problem with an audience that something like this would be a fantastic boon for. Going beyond that would make it too general and would change the entire way it's marketed and approached. I think keeping it only for LDS missionaries and MAYBE expanding it at some point beyond that to other youth missionaries abroad would be as far as it ought to go. Being the "go-to" site for a particular segment is a winning formula here, not trying to be an "everyman" site to an audience that doesn't have a compelling reason to adopt something like this, whereas, the LDS missionary target audience doesn't have an alternative and it's rare that anyone would think to target them, so that helps a lot in this case.