Our common enemy.

For anyone doing anything, or trying to get anything off the ground, we have a common enemy. Apathy.

Put another way, our greatest competitor and our greatest challenge does not come from someone else doing something similar or within your market (that's actually a decent problem to have)...but rather from the customer's option or choice to simply do nothing.

So if you're going to worry or obsess over anything, obsess over answering this question:

What can you do to motivate action from your customer?