It is your responsibility to lay out in your business plan the risk factors. Industry Competition is the second section of the Industry Analysis. In this section, you analyze the direct and indirect competitors that you have. Direct competitors are easy. You have local, regional, and national competitors.
Indirect competitors are harder and require a bit more thinking.
Indirect competitors are services or things your users may use to completely stop using your type of Internet access. This could be wireless, cable, or dsl access which you may or may not be able to compete with at any level. This model is a misnomer and deceives users as they do not truly have 'unlimited access'. Lay it out so that someone who does not know the industry will understand what you are saying. The last section of the Industry Analysis is the Industry Growth and Sales Projections.