the financials usually only focus on three items: projected revenues, costs and profits
how many other places have shown an interest in what you do and over what period of time ?
or how many places did you have to contact to finally get a sale ?
I would use those numbers to help then provide a projection over the next 12 months and then a longer term 3-5 down the line.
Another way to do it is to find how big your target market is (use government statistics site for example),
and then come to a reasonable expectation of how many of those you could turn into customers, something on the order of 0.02%
