This is an great point! Saying that you're working on some excellent software and what its trying to do may be the best way to approach the conversation, especially in the midwest...

Once you describe what you're doing, then you'll be asked who you work for, and when you say yourself the idea of a startup will be better explained.

I'm always hesitant to do so because I feel that describing what project you work on doesn't describe the hours you work, the responsibilities, and all the extras that come with a startup.