Health. When you make a list of what people will (gladly) pay a lot of money for, health will always be at the top of the list, since without good health, you suffer from a constant impediment. Unfortunately, providing solutions to health problems is probably well beyond scope for already struggling startups.

PG asked, "What do you need that you'd pay a lot for?" in relation to changing sales discussions with the hope of bringing in some revenue for struggling startups. The problem with taking this a bit too literally is it's essentially the same thing as asking a customer what they want. The classic statement from Henry Ford is, "If I asked my customers what they wanted, they'd tell me a faster horse." Often, the customer may not know what they want.

Instead of asking "What you'd pay a lot for?" you could ask "Where are you spending lots?" or "What costs you a lot?" One of my favorites is, "What regular task in your job annoys the ever living snot out of you? Yeah, what's that thing you absolutely dead doing?"

  What annoys you?
  What do you dread doing?
  What infuriates you?
  What upsets you?
  ...

The funny thing about human beings is, if you ask people where it hurts, they'll often tell you. If you take the time to learn where they hurt, you might be able to help.