Starting from INEGI census numbers instead of a generic niche list is a solid way to size this. The detail that budget and lack of understanding are the blockers, not indifference, points straight at the offer: something small enough to say yes to, like replacing the manual spreadsheet admin that 76.3% still run on. Narrowing Ensenada down to roughly 1,000 realistic candidates also makes it testable by just talking to a few dozen of them.