You could advertise for keywords such as business forum, startup forum, entrepreneur forum, and so forth.
However, what I'd suggest, is wait for some good topics to develop. These are obviously issues of interest to entrepreneurs. For example, perhaps you'll find threads on topics such as hiring good employees, specific sales and marketing strategies, accounting software reviews and so on.
Whatever the threads are about, pick your best ones and advertise them. If you do this well, you will get very specific and hopefully noncompetitive keywords, for which your page will be very relevant. So, over time, you get a ton of low priced keywords, each of which can bring people to your site who are likely to be interested in many of the threads in your forum.
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