You got my point HCE...let his cost of overhead, advertising, ect, open doors for you.
Use it to your advantage.....
At your price, your paying your costs, and making a profit. There is nothing wrong with that at all. It's why your in business. Your not lowballing, hurting the industry, or dragging anyone down. Your making money, good for you...
We all know about him, it isn't about his costs. It's about what he can get away with.
Go for it, take business away from him. More for you and your family..
