"targeting a niche demographic for which our core feature is of the utmost importance." This is good. Keep doing that. Don't worry about competitors too much.

"targeting a niche demographic for which our core feature is of the utmost importance." This is good. Keep doing that. Don't worry about competitors too much. Plenty of stores sell pizza but there is always a favorite in town because of their special ingredient, customer service and the ability to make customers feel good. If your "feature" does that well, you will always have customers. Btw, the phrase "riches is in the niches" is very true. Don't underestimate the power of niche businesses.