existing businesses identify needs that are not currently being met by their competitors. Financial advisors may work with people of all ages, but if they specialize in senior citizens, it won't take long for the word to get around. A bakery might specialize in creative wedding cakes. A shoe store might be the best choice for larger or smaller, hard to find sizes. There are many ways to make niche marketing improve your bottom line. Is there a market you're missing out there?