I believe there is opportunity in multitude, there are more than one type of breakfast cereals, more than one hamburger joint and certainly more than one coffee house, simply believe in your product and find a niche and/or provide something different. Most major sites started small and took years to grow, but somehow they paved the way for others. I sincerely believe that people are switching from the "worldwide" big guys, to community sites that are either more specific in their contents see more and/or more local in their delivery.
This said good luck