I totally get what both of you are saying and I definitely agree that each person should know the individual market.
What I was trying to point out was more along the lines of... where you buy your coffee, or breakfast, or whatever today? Let's say you like Starbucks like millions of other people. Tomorrow CoffeeGoGo opens up nearby. 1) Are you even going to bother to stop by? 2) If you do, are you really going to switch?
So, not even thinking about the people who go to the automatic washes, but about the customer who actually values a good detail job and is already having ABC Detailing do it... and how a new business can gain some of those customers to build their business.
Precisely the question that anyone opening any sort of business needs to ask themselves.
What does CoffeeGoGo offer that starbucks doesn't? A better product maybe but how will you entice them to try it? For food service retail you could probably do a loss leader. Even big fast food chains do this when a new location opens. Free food item. For detailing though, it'd probably be a little different. A strategy you are going to have to determine based on your market.
You could do a little market research and try and be competitively priced, if you are trying to go for a better bang-for-the-buck aspect. I don't think there's anything wrong with a pro detailer offering lower-cost services and using consumer-grade products. Seal with Meguiars Ultimate Liquid Wax, topped with Gold Class Carnauba is a good looking and cheap combination after a cheap waterless wash. From what I've read on here, though people generally post their paint corrections, they seem to have a majority of business being washing, waxing, and new car prep.
You do a sale. Especially if it's something you know you can recover cost on. Like new car prep! Do 50% off a new car prep package, as long as the owner has not allowed the dealer to detail it. It won't have tons of defects for you to correct, and you can make it look incredible in a couple of hours.
Or, just focus on marketing. If you have some liquid cash to use to start the business, you could do a marketing campaign with coupons attached, like a mailer with a $15 off any service coupon, that also advertises an introductory first time customer waterless wash and complete inspection and paint correction estimate for $29, on sale for $20! It's a long way around saying you'll wash their car for free the first time, but it feels like a lot of value- and that they are getting a good quality car wash. AT&T no longer sells free phones. They are 99 cents. Recession? No, market researchers have determined that cheap things sell better than free things because people have a better perceived value. A $30 wash/wax and estimate on sale for $20 with a $15 coupon sounds like they are getting pro level service for a great price, and it attracts new clients. And because it includes an 'inspection and estimate', it gives you a chance to educate the client on what services you offer and why they need a detailer. That's at a loss, of course- you have to pay for the mailer and you won't make a dime (heck, the gas alone will eat up that $5); but that's what marketing is- investing in the future. If those customers come back for paint corrections, maintenance packages or monthly wash/wax packages- then that was money well spent!
So you've gotta figure out what you do that the other guy doesn't do, figure out how to tell the customers that, AND convince them that they NEED your services.