"The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time" - Henry Ford. I say stay on you

"The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time" - Henry Ford. I say stay on your vision. There are a lot of variables in your competitors' execution that could affect their traction. Execute well and focus on a kick-*ss value proposition, nail your brand and price-point, and add a bit of emotional design for good measure. You could then find that they fear you, not the other way around. Best of luck!