Every business has compettion. If you think not, think again.
I once had a newspaper publisher tell me he had no competition. He said he dominated the market for print advertising.
On our way back from lunch I stopped into a convenience store to buy a pack of gum, and on a series of racks outside the store were a number of free publications promoting houses, cars, rental properties etc. All of them contained advertising. Inside the store, there were a few more publications, containing a significant amount of classified advertising. I suspect they were all making money.
Sometimes we don’t see clearly. Understand what you sell. Search out the competition.