When you create a new business, you get to determine some of the rules you play by. You get to pick what you compete on, what you compete for, and who you compete with. You, for the most part, pick who your team is, and what resources you start out with. If you are smart, you certainly would choose to compete on terms that are favorable given your relative strengths vs. your likely and potential competitors.
The same is true when it comes to your potential customers. When designing a new business, you essentially get to unilaterally craft the deal that is offered to them. This is a great advantage to have. While the deal needs to be acceptable to them, you have tremendous leeway in setting the terms. So set them in your favor!
From a negotiation perspective, your only limitation is your customer's BANTA (best alternative to negotiated agreement), i.e. the possible substitutes or alternatives to your product or solution. if you are delivering a product in a new or lightly competed space, then your customers' BANTA would not be very good, and you can milk it for all its worth. E.g. If you are the only player providing railroad or data services, you get to charge a king's random for it.