I don't think you can provide TOO much information for your potential online customers. In fact, independent testing, IMO, would work best over showing photos of end tables on top of the stand in your own workshop. And in terms of marketing, and reaching your clientele, and carts before horses...you yourself said that you wish to build it slowly...I would be making sure ALL my testing and website details were in order before mass marketing, free giveaways on FB and all that. Why are you champing at the bit to start selling so immediately?
If you'd like to corner a market, then you really need to be getting the ducks in a row, and leaving not a single opportunity for things to screw up. If someone copies you at this stage they may be able to get a jump on your particular style of stand and market it better, and sell it for less and in a more efficient turnaround. Eg. If you have issues with stock production times and delivery, or your website is insufficient to deal with traffic and online enquiries etc.
I believe you could find all the information you need online of contact details of cake businesses in an increasing radius from your city. IMO they are your market. Start close to home and work your way out. Sarah's stands originally did not ship overseas! I had to wait a couple years before I could get one shipped in!
Just my 2 cents. I wish you success in your new endeavour! If you ever want to ship to Australia, I'll be happy to test your stands down under!