We very often overlook that we are the brand buy into, and proceed to market a company. Brick, mortar and a name don't appeal a lot of the people I've met.
Chris Brogan in his book: Personal Branding for the Business Professional which you can download here, outlines a few strategies of positioning yourself as an experience. If you have valuable content, like he does, then you already have one foot in the door and become a point of reference.
He also has some useful online tools to track feedback which a bootstrapper might find useful.
Suddenly offering an experience has been made easy packaged into 2 hours of interactive reading.
Bricks and mortar will still have a market though.