Just some hopefully constructive feedback here: for Excel power users, you're not just competing with Excel, you're competing with Excel+ODBC+SQL+Workbench which is basically an Excel/DB hybrid, just not web based.
I read your "how this is different than a spreadsheet" blog, and none of the examples struck me as compelling, even though I use my Excel/SQL toolchain every day. Given how strong the ecosystems are around those tools, I think it would be very challenging to convert power users without some really obvious hook.
That one hook COULD be a good mobile client. For example, I have a dashboard built in Excel with an ODBC connection to a few of my company's DBs. However, I obviously can't see this on my phone, since no mobile Excel client supports ODBC (not to mention the macros I have built in).
I could maybe see a "disruption" angle, where you provide 75% of the functionality of Excel+ODBC+SQL+Workbench in one easier to use package, but I wonder how large the market is for people who want to work with that level of data but don't want power tools. I guess that's one area where you'd have to trust your market research/gut.
Yea, it seems like this is a pretty market position if you ask me -- if you need DB like tools, why not just use a DB? This product would have to be an order of magnitude easier to set up and use to get people to use that instead, IMO.
Could be wrong though -- would be great if something like this could improve the data/analytical literacy of the general population.
"if you need DB like tools, why not just use a DB"
A) people don't really know they need db-like tools.
B) even if they did, setting up a database to have even a portion of the "up and running" aspect of Excel is extremely time consuming.
The closest I've seen is some companies that get advanced enough set up a database engine somewhere, then set up Excel to connect to it as a datasource (ODBC or whatever). This still requires them to understand how to set up a database, secure it, and model table structures around their data, which is asking quite a lot from someone who really just wants to create a few short forms to collect data.