If you ''post'' anything to this hypothetical Facebook name that would imply his place of business; you would be operating in impersonation and/or defamation -- you could get hit with a libel lawsuit.
Most businesses that are profitable have a lot of competitors. The lower the entry ''ticket price'' is -- the more competition there will be -- this is not to say that small consumer retail businesses cannot be profitable -- just more competitors will exist.
Concentrate on your own business' unique value proposition in its marketplace (your locality or intended geo targeting area). If you have the knowledge to leverage digital marketing and digital branding making that work driving floor traffic as well, or better than, old school advertising; newspaper ads, matchbooks, flyers, TV ads, billboards ... Then you already have an edge -- digital sabotage of your competitors is a poor short term strategy
