Email that person and you'll get some answers right away. How to get business to your site. I wouldn't worry about focusing on getting American customers so much as getting customers period. After all, the net is a global community. I suggest that once your site is up, you start looking for the people who will need your services.
Authors are one group.
Editors may be another. Publishers may be a third. Students might be yet another. There aren't any snappy answers to your questions, so I hope my answers can at least get you off and running. I'd really like to promote my online business better.