There's an excellent book that I'm reading called "The innovator's dilemma" which seems relevant to your case. The difficulty with established competitors is t

There's an excellent book that I'm reading called "The innovator's dilemma" which seems relevant to your case. The difficulty with established competitors is that their middle management gets in the way--that is, if you're charging less and offering less, then they won't bother competing against you because they're focused on up-market customers.