Small, local service companies can have it tough if they’re gunning against a well-known franchise operating in their territories. But David can still slay Goliath–it’s just a matter of playing your cards right. That’s according to Jerry Nettuno, cofounder and CEO of Schedulicity, a web-based application for small, service-based businesses that allows consumers to schedule appointments from their mobile devices. Launched in 2009, Schedulicity recently surpassed 62 million appointments booked, boasts nearly 13 million consumers using its platform and has facilitated more than $4 billion in commerce. As a company dealing with tens of thousands of small businesses, check out Nettuno’s advice on how to go up against giant franchises.