Make a list of the competitors of your business with #1 being the biggest / toughest / most important competitor. next, get everyone in your business to make their list. lay all the lists out in front of you and see if they show you anything you had not realised about your business.
I did this recently with a newsagency and the result was enlightening for the owner. Most of their team ranked competitors the owner did not even have on their list. This is resulting in changes to the business.
Sometimes, seeing our businesses through the eyes of others has us make changes we did not know were necessary.