is undercutting really an option?
Undercutting only serves us in the short term. As far as survival of the fittest is concerned I think it is more a case of survival of the most experienced. I have seen 5 recessions before, 2006/07 were good profit years and I kept the cash in the bank but I still drive a 11 year old 5 series, not a brand new Maserati that I have seen driven around Biggin. But I suppose it is cool for some to go bust owing your creditors to pay for the fancy car, somehow I was taught otherwise. Surely I am allowed to use my financial planning to see me through these lean times.