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Anyhow, just having some fun welcome and happy 1st post.
Well I can't add too much more to Chas's comments because he's hit the nail on the head. Anytime I have opened a new business the first and one of the most important apects is market research. Decide on your are of expertise and then call your future competitors and play customer (it can actually be quite fun). Get an idea of the TYPES of service, the costs, if service is onsite or shipped to another repair depot, how long it takes (good way to find an edge if you are quicker than the competition)what the warranty on their workmanship is and anything else you think that you as their customer would want to know.
From there you can play lowball (sure it's ethical when you're new)and set prices SLIGHTLY lower than anyone else. NOw when you advertise, 'competetive pricing' or 'most affordable service' etc. can be good draws.
I would also find out where MOST of the local companies advertise and look for a way to outadvertise them online (should be easy enough, most IT ads are pretty boring and ineffective, a little thought should trump their efforts easy enough).
Good luck, stick around and tell us how it's coming along.