dealing with competition and marketing a new business

[geograv]

I'm starting up a business which has been a hot idea throughout california, but the concept is new to my area. However, after talking to the building dept, it turns out there are 3 others about to do exact same thing in the same town (population ~60k), and one happens to be a landlord of a nearby shopping center (who basically stole my idea, as mentioned in a previous post)

Any advice for marketing a new concept with lots of competition? The business is similar to a coffee shop.

[geograv]

Sinsara, I'm mostly concerned about the importance of being the first to open, and start marketing/advertising. Any advice?