Best approach for taking on well funded competitors ?
bsaunder: I'd take a little more time to position yourself against them.  If your service is simpler and quicker, it would seem that you may be able to poach their customers.  Kinda like your competitor has generated your marketing leads for you.Perhaps you could make it easy for their customers to migrate to your new service.Try to figure out the value of "simpler and quicker", and price accordingly.  Maybe there's not enough value in "simpler and quicker" and you need to add just a few more bells to be compelling.One of the benefits of not taking money IMHO, is the luxury of time to position yourself.  You only answer to yourself and the only cost is opportunity cost.Figure out your marketing to hit a quicker growth rate than your competitor when you launch.  Stealth is a good advantage.