When you're facing stern competition, ask yourself first if you're even in the same race. There may be some areas of overlap, that's ok, but if your target audiences are even slightly different, and if this slightly different audience is big enough, which they must be to have gotten this far, you're always going to be in the game.

Who's it for, and what's the change you want to make? People like us do things like this. People like us do things like this. Minimal viable audience.

(Credit to Seth Godin and Kevin Kelly)