I used to get very discouraged whenever this happened to me (which is often since very few ideas are original). But then i had a thought:

"If you want this offering and have never heard of this other company then THAT is your opportunity"

It means that at least one customer(yourself) has not been reached by your competition so there are probably many others in the same position as you. You just have to reach those uninformed potential customers first or more effectively than your competition.

I hope that thought helps!