Similar to Lapa Ninja. What about SEO?

Hi,
I'm thinking to create a similar project for my local market as Lapa.Ninja.

There are 2 things that I'm still struggling with:

1. Who is the main target audience of a product like that?
2. How users are going to find the product if none of the keywords matches the site's niche?

If someone has an experience launching similar projects, will be grateful for an advice.