The Little Black Dress Shop in Toronto is a great example of niche marketing. The owner Jay Barrigar has focused on what most women need in their wardrobe - a black dress for dressy and/or evening occasions. She got the idea from The White Shirt Shop. Create an expertise or develop a speciality product, focus on marketing that expertise, service, or product, and you are on your way to giving your business a big boost. Every private practice or small business needs "a little black dress" niche to set them apart.