Nice, I hope they're successful
However I'm a bit unsure about the business case for this rocket. I work out the price per Kg to LEO is USD$45454 compared to USD$4109 for a Falcon 9 1.1.
I'm not sure how many organisations would be happy to pay 10 times the going rate just to have their spacecraft launched on it's own. Obviously there could be cases where someone needs a payload put into a weird inclination but at 10 times the price it may still be cheaper to piggyback on a SpaceX launch and increase the payload mass to include its own propulsion.
I guess I'd compare it to air freight, if you're trying to send stuff somewhere 'normal' then you'd put it on a 747 with other stuff going to a similar destination. But perhaps there's a market for things that need to be delivered by learjet...?
Also, to continue the private jet analogy a bit further, I suppose it could be useful for people who have lots of money and don't want to fit in with the schedules of the bigger providers...