One of the major threats to any business is the rise of competitors within the market. Some customers may want to try the 'new' option in town. As an established business owner, it is vital that you are aware of new competition in your area and come up with a plan to remind customers of the strengths of your products and services as compared to the emerging competition before and during the time when they enter the market. How are you better than the competition? Why is your customer going to be better off staying with you? These messages need to be continuously sent. We have seen many industries where new competitors have entered the marketplace, disrupted established businesses and then failed leaving a trail of grief in their wake. Sometimes new competitors' business models and offerings are not sustainable so you need to ensure that what you offer, how you deliver and how you operate is sustainable over the long term.