Most people who do heavy analytics in Excel don't have the option of importing something into a DB and using SQL, either because they aren't familiar with SQL or because they have to send the spreadsheet (and not just the result of the calculation) to someone who does.

Right now we're focusing on building the software over monetization - the beta is free and will be for a while. Our target market is Excel-based analysts. They're found in a lot of sectors, finance and ad-tech being two major ones.