In biological terms, a niche is made used of in describing the function an organism or population takes part in within its society or ecological unit. It covers all relationships that the population or organism has with its surroundings and with other organisms in its ecosystem. A niche can be considered as a multidimensional scope of situations within which the population functions and interrelate with other workings of its natural environment. In that meaning, a niche has limitations. For instance, a certain type of species may only be able to endure in an environment with certain temperatures or certain level of elevation. An aquatic species may only thrive in a certain range of water salinity.

In business terms, on the other hand, niche refers to a certain type of market, known as niche market. A niche market is a direct, impressionable segment of a market. A business that is focusing on a niche market is dealing with the need for products and/or services that is not being met by large-scale suppliers. You may consider a niche market as a carefully characterized collection of possible clientele.

Starting a niche market can be a great advantage for small businesses. Since niche markets tend to be small there's a great chance of having less competition. This is why specialized services and products can be a great trade in a niche market.

The secret to getting the most of a niche market is to obtain or develop a market niche that has clients who are available, fast emerging clientele, and no possible established competition. Another key to capitalizing on a niche market is by concentrating on just one niche. This way, you will be more focused and, therefore, be an expert in that particular niche. Remember the saying, "jack of all trades, and master of none"? By focusing on just one niche, you are not trying to master everything, it's simply impossible. Instead, you can focus all of your attention on one market niche. You don't find Sony peanut butter in the grocery, do you? That's because Sony is doing fine just manufacturing consumer electronic products.

Whatever your market niche is, you have to remember that niche marketing is better with less competition. Finding the right niche will require great research. Once you have found a potential niche market, you will have to find out if someone has already beaten you to it. If so, you need to study this potential rival. Find their weakness and maybe you can capitalize on that weakness. Knowing what your competition lacks may give you an edge in providing quality service or products to your customers. Niche marketing is the most beleaguered marketing around. With precise research, niche marketing can be very lucrative.