This document provides guidance on how to find your company's niche market. It involves three steps: 1) Setting goals to understand your company's priorities, 2) Analyzing your existing products/services and target markets through a worksheet to understand strengths and weaknesses, and 3) Narrowing your options down to the most profitable and ideal customers based on the data. Going through this process helps focus marketing, advertising, and PR efforts on segments that are the best fit.