RE: Money Goals: The Diabolics Of Competition
You have said it all in the last paragraph.
Uniqueness should be the aim or should I say knowing your worth.
This is also happening amongst doctor.
For example, the hourly rate for doctors in Ibadan is 1200/hr but there are some new guys running as low as 800/hr making the profession look useless.
The key here is to not fret.
Instead, work on your abilities and become really good.
Then change your target audience.
For example, the same shoe that goes for 5k in Ikorodu can go for 10k in ikoyi.
Advertising to a better audience might solve the problem of your cousin's business tho.
I suggest he tries Instagram or Facebook ads