Creighton, how did you identify your target market before you built your application? It's hard to answer this question without some additional data such as:
1. what is the value of a "typical" deal?
the revenue (NPV, LTV) of a typical deal will dictate how much you can afford to spend getting that revenue which will dictate what form of direct sales (or if direct sales will even pencil out for you) you deploy as well as your 'ideal' prospect. For example, the calculus behind selling 1 deal worth $10/month with an LTV of $360 to 1 independent coach dictates a much different selling model than selling 1 deal to an organization of 10,000 coaches worth $3.6M over 3 years.
Also, out of curiosity, did you have a sales model/customer acquisition plan prior to building your product?