I think that this kind of project is very interesting on the paper and probably it will become a good investment but it will be very hard for them to attract people. Marketing has to be done outside of the crypto sphere. The target are the pro so they have to catch Them, need marketing, conferences, partnerships ect.... it's gonna be very very hard. Need to have a very competent team. The future will tell us if you are one.
You mention an important point and I agree, to become a successful platform they need to attract traders outside the crypto world. But the Modultrade team is experienced and professional and I'm sure they know to reach their target audience.
Yes, they need to attract businesses that will use their platform. But I think that will take some time. The platform just launched, it will need time for new businesses to learn about ModulTrade. To speed this up they should keep on advertising their project directly to the businesses that can use it after the ICO.