My perspective comes from doing hardware and vmware installs at businesses for a Dell partner in the US. The problem is that, as far as many small businesses are concerned, there's only two options: get a full, comprehensive, money-paid-if-we're-wrong-guarantee-backed pentest that's way too expensive, or do nothing.

There's a lot of places that would just like some idea how vulnerable they are on the basics. Something the IT admin can show management. If you can come up with a decent suite for a reasonable price with the legalese to say this is for informational purposes and a starting point but not comprehensive, you could carve out a sustainable niche.

Edit to say: in person. Shake hands, tour the facility, ret to know how they operate, and test inside and out. Online automated scanners are a dime a dozen and no one would seriously trust them.