You know what their problem is. You have found a solution to their problem. They can't afford it. Everything is in place. You know how much your market can afford.
Most entrepreneurs miss the boat when it comes to making their business really profitable.
They sell one item or service and that's it. They never sell anything else to their customers. The product or services sounded great. So, you purchased the business and went in search of someone to sell it to. Your business, has a higher chance at success if you first find your market and then go look for a product or service.