PBR, I don't know where you are located (as the demographics you are targeting will greatly influence the outsome of your effort)
However, I do feel that when entering such a highly penetrated market such as coin-op laundry, positioning and differentation is key. If you are in a city dominated by apartments that are occupied by upscale clientele with buying power, I beleive that the right environment could draw marke share. A few ideas cross my mind and I truly feel that you could set a quite lucrative price point if the variables are in place.