I think the trick is setting yourself apart from the crowd; making it apparent what your unique ability/product is, and proving its value. Part of that equation is your own personality - the experience of having YOU for a photographer. It's another little piece of info that my acquaintences have passed along. The market IS saturated, with more coming along every day, but that doesn't even really phase me when I think in terms of setting myself apart. Just as the market is saturated with real estate agents and painters and computer repair people and a whole host of occupations, it is the same across the board. If you price yourself the same as everyone else, you tell your potential clients that you are only "as good" as everyone else and you all have the same work to offer. That's not the kind of impression you want to give. [and is something I need to take care of myself.] I would definitely suggest sitting down with either your colleague or even an accountant, and figuring out exactly what you need to charge in order to not only survive, but to make a profit, taking into consideration ALL of your bills from your telephone to your rent/mortgage, everything.