You've got to target a different kind of customer than those players. How about if you toss out "safe secure and reliable"? You were apparently inspired by packet switching networks, so why not follow their lead: don't guarantee delivery. If you can get your prices low enough you can certainly find whole classes of customers that could accept an 80% delivery rate. Junk mailers might love you, for a start. And lots of goods are so cheap these days that some lossage would be acceptable to save a lot on shipping.

But the bigger point is to identify a particular sort of customer who you can serve.