A Market Niche is a group of potential customers (either individuals or companies) who share some common characteristics. Given the Internet, it no longer needs to be a regional grouping although some are. Choosing a niche of ’similar’ customers allows the product/service package to be developed exactly to meet their needs and provide the benefits they are seeking. Publicity can be optimized for this particular niche. This allows a ‘rifle’ approach to be applied rather than spreading the publicity everywhere in a ’shotgun’ approach..