There is always someone out there who will under bid you, but if you can build up your clientel and reputation ( professionalism, licenses, quality of workmanship, ets) people are not going to worry how much they are going to pay. Remember, word of mouth can be your best advertising strategy. It works for my business. I work with high end clientel and it took only one year to take off. But, my clients see either me or my husband and they know that without a doubt, even though we are on the high end price wise, that the service they get is impecable.