Hero to Xero, page-86

You say they may not be tech savvy now and slow to adapt.  But there is a massive potential in the US market that will grow.  It is the first in the market that will make a name for themselves.  This is how XERO has managed an edge in the market against the more established traditional offline competitors.  

Australia 2012 - 2,141,280 businesses

"At June 2012, there were 597,930 businesses operating in the 'zero to less than $50k' turnover range, 739,869 businesses in the '$50k to less than $200k' turnover range, 673,065 businesses in the '$200k to less than $2m' turnover range and 130,416 businesses in the '$2m or more' turnover range."
http://www.smartcompany.com.au/tech...s-in-australia-continues-to-stagnate-abs.html

USA 23,000,000 SMALL businesses
https://www.sba.gov/offices/headquarters/ocpl/resources/13493

With approximately 543,000 new businesses starting each month with as many also shutting down at the same time.  
http://www.forbes.com/sites/jasonnazar/2013/09/09/16-surprising-statistics-about-small-businesses/

This would mean many new businesses are looking for at new options for business management systems each month.