The smaller the niche marketing group the easier it is to build information 
rich sites with differentiation.  As prosperity continues to grow and world 
market competition increases product choices continue to expand in response 
and consumers become increasingly more sophisticated and demanding.  
Producers of goods continue to refine their products and and target defined 
buyer groups.

Have a unique idea as the basis for your web design - listen to anyone who 
has ideas about your business - try to experiment with their ideas - try 
them out yourself - but if low price is the key difference then there 
should be other differentiation as well.  But differences only matter when 
they are important enough to the customer to influence the buying decision.

Don't reject web design ideas because you don't like them - if you only use 
your good ideas then that closes off a lot of other people's ideas.

"Differentiation" is the collection of differences in features and benefits 
between your product and that of the competition.   Then working out how to 
communicate the most important differences is the basis for the positioning 
strategy.   

Doing a certain amount of experimentation is important - introduce new 
products as well as new proceedural and administrative ideas to keep your 
business fresh.

Change doesn't have to be dramatic - incremental improvements are the safest - 
should the small change prove in fact to be a mistake, then it is not too 
disruptive to revert to the previous situation.

So the important thing about niche marketing is to work out how important 
each of these differences is to the buyer.  

Ensure that you communicate the changes and the reasons and expectations 
behind them - let your employees and customers know that you're listening 
to what they say.

These differences then form the positioning strategy for your promotion.