[ishi]

Don't assume that you cannot charge more than the competition. If your service is better / faster / higher quality / more personal and so on, customers will be willing to pay a premium. Perhaps not all of them, but some.

You can always quote a higher initial price, and if the potential customer makes it clear that it is more than he's willing to pay, you give him a "new customer discount". Then, once he knows how great your service is, he might become a return customer and then pay the full price.