Ivan is spot-on with practical steps you can take.

I want to further explain this way of positioning. Find out right now - before the competition starts - what your competitive advantage will be. The personal experience, high quality customer services approach is the right one for a small business with large competitors.

Ask yourself what your customers need out of the experience and what they want; what are you, uniquely, positioned to give them, and focus on that in every interaction with your market.