Basically, a niche market is a very specific market within a group. A target audience within a target audience so to speak.
Let’s say you sell running shoes. To niche that down, maybe you sell running shoes specifically for marathoners and triathletes. Or maybe you choose to have running shoes for people with foot problems like bunions or other charming foot abnormalities.
The trouble is people are putting up things like kitchen websites that are so generic, they speak to everyone therefore they speak to no one. They are so proud of themselves for publishing a functioning website, they’ve totally