A niche market is a subset of a larger market with its own particular needs or preferences, which may be different from the larger market. For example, within the market for women’s shoes are many different niches, or segments. Shoes for vegan women would be a niche market, as would shoes for plus-sized women, shoes for nurses, or even shoes for transvestites. These would all be niche markets within the larger women’s shoe market.
If you have never been self-employed before you need to do some further self-assessment to determine whether you have the right personality to be an entrepreneur. Starting a business is not for everyone. (See 6 Traits You Need to Be Self-Employed.) Common traits for successful business owners are motivation, self-reliance, perseverance, initiative, and the ability to deal with uncertainty.
Concentrating all marketing efforts on a small but specific and well defined segment of the population. Niches do not 'exist' but are 'created' by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them. As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond. Also called micromarketing.
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