Ask HN: How to Deal with Trademark Infringement

My company's website is tryplainjane.com. A competitor purchased the same name under the .co version with the same spelling.

We have a federally registered trademark. I'd prefer not to spend my money on lawyers but after messaging the owners of the competitors, it's clear legal recourse may be necessary.

Are there other ways of dealing with this quickly?

I looked into the ICANN dispute rules and it seems like a court action is necessary or I have to begin a long arbitration process while a competitor is damaging our brand. We've already had more than a few confused customers reach out to us.

I'm not completely sure what to do. Any advice is helpful. My current thinking is I just have to go through with a lawsuit. I'd more rather spend my personal time improving my business.