A niche (pronounced "nich," "neesh" or "nish").
A niche market is a focused, targetable portion of a larger market not being addressed by mainstream providers.
You can think of a niche market as a narrowly defined group of potential new customers or clients. For instance, instead of offering cleaning services, a business might establish a niche market by specializing in carpet cleaning services.
The huge advantage of being alone there; other small businesses may not be aware of your particular niche market, and large businesses won't want to bother with it.
The key to capitalizing on a niche market is to find or develop a market niche that has customers who are accessible, is also growing fast enough, and that is not owned by one established competitor already.
Is niche marketing part of your advertising and marketing planning?