I don't see how these two would be connected.

His SaaS solves a problem for a very specific industry that's quite small (his market research yielded about 6000 customers) so it's a small, niche industry where a lot of the small business proprietors know each other through a trade group and more or less have the same problem: the alternative solutions currently in the market are expensive, entrenched, legacy providers that operate through a POS while his solution is web-based and costs less.