In almost every industry there is a big dog(s), a company or companies that do most of the business in your field; and most of the time they set industry standards. For example Verizon they are one of the leaders in the wireless communication providers. Their rates and packages set the standards of what customers expect in these kinds of services.
If your business is not one of the “big dogs”, there are ways your business can still compete. You need to find out where these guys are dropping the ball! Really, look into their services and products and see what you can do better than them and that they cannot afford to offer. It may be free local delivery, one on one customer service, on site repair, etc. It just has to be something that your customers see true value in.
There is always room for small businesses when there is a need by consumers. As the business owner, you need to make sure you’re on top of your game; and, not just evaluate your services and products but your competitors.