I really like this quote from Cafe Hayek.
"The ultimate ends of the activities of reasonable beings are never economic. Strictly speaking, there is no “economic motive” but only economic factors conditioning our striving for other ends. What in ordinary language is misleadingly called the “economic motive” means merely the desire for general opportunity, the desire for power to achieve unspecified ends." The Road to Serfdom F.A. Hayek
The beauty of this quote from Hayek is that it focuses on the social objective and makes the economic benefits secondary or more precisely a means to an end. This, of course, has been shown to be the pattern frequently in successful entrepreneurship at scale.
Like I always say, start with the theory!!