An important part of starting up a business, is how to differentiates from competitors and give consumers a unique product.  One way to accomplish this is to define your business’s niche market.  Another blog, talks about how to find a niche while not limiting yourself from potential customers.  I think this is extremely important because, as difficult it is to differentiate yourself as a company, it can also be a hindrance by excluding potential buyers.  It is best to focus on who is being targeted in the market but not forget about others who could help to expand your business when coming up with a marketing plan.  For example, as stated in another blog, many companies start out a niche market company and then when they grow, they expand to complimentary products and services. The Forzani Group started in 1974 as one store in Calgary in a niche market of selling running shoes and clothing because at the time, these stores simply did not exist.  Since then, the company eventually expanded into other sporting goods, such as skis, hockey equipment, etc.  Currently it is the largest national sporting good retail chain in Canada and was recently bought by Canadian Tire.