A more direct question would be "Why should a potential customer choose you over $established_competitor_x?"
If your best answer is "We are adding diversity to the marketplace", then you're probably doomed. If you aren't better in some way (faster, cheaper, better tech, etc...) then people are going to naturally gravitate towards the incumbent who has already shown some staying power and has infrastructure in place that you do not.
If your best answer is "We are adding diversity to the marketplace", then you're probably doomed. If you aren't better in some way (faster, cheaper, better tech, etc...) then people are going to naturally gravitate towards the incumbent who has already shown some staying power and has infrastructure in place that you do not.