Unless your market is highly price sensitive, if you're only way to compete is with lower prices, you might compete yourself right out of business. People tend

Unless your market is highly price sensitive, if you're only way to compete is with lower prices, you might compete yourself right out of business. People tend to associate price with quality - if you're much lower priced, they may think you're lower quality. Now, if you can be lower priced and SIMPLER (both to explain and in the design of your site/product)...that could be a winner.