Niche marketplaces are market segments which come about in response to unfulfilled consumer needs. The first step is to identify pain-points or gaps in consumers' professional and/or personal lives and then find ways and means to resolve those problems/fill the gaps. A good example of this is what was done by Hotel Tonight. They identified a need to provide last-minute booking services to customers operating on mobile devices. In just three clicks, a client can find affordable deals and book hotel rooms in different locations at whatever time.