Rumors of the death of the small shop have been greatly exaggerated. If you listen to the media hype, you would assume that only the giant stores and the internet stores are making any money. As with most rumors, this is only partly true. The small mom and pop markets soon close their doors after a Wal-Mart or a similar "big box" store comes to town.

The truth is that there is still a demand for smaller shops that focus on a particular niche of the market. That old adage to "think outside the box" has never been truer than for the individual entrepreneur. You cannot compete with the buying power of the giant discount stores or the department store chains. A successful small business must offer something else. See what is there; offer what is missing. The opportunities are endless. Here are a few suggestions to get the ideas flowing.

Americans are crazy about their pets and spend an unbelievable amount of money on them. A novelty pet boutique can help fill that desire to lavish affection and attention on the one earthly being who loves you unconditionally. Toys and trinkets abound that make fabulous impulse buys to pamper or display Rex and Fluffy. Offer what the mainstream stores do not, such as cute pet Halloween costumes.

Ask a woman with an irregular foot size how difficult it is to buy fashionable shoes. The mainstream stores are geared to the masses and sell size 6 to size 11 in a medium width. Occasionally they will offer a wide shoe in the sneaker/athletic category. What about the 7.5 wide sized women who needs fancy shoes for a party tomorrow night and does not have time to order them online? Where does she go? What about the size 5? Where can she buy shoes?

Speaking of wide feet, there is a legion of women in America who, for whatever reason, are larger than the "Plus Size" offered in mainstream stores. Many of these women have demanding careers and cannot show up to work wearing Wal-Mart’s extended size clothing. Sophisticated career wear is a growing market and these women have the money to invest in proper apparel.

Possibilities are endless: motorcycle gear and accessories, scrapbook supplies, quilting supplies, candy stores, etc. The secret to success is finding a niche with a broad enough appeal to draw customers and present them with options not available in the big chain stores.

Once you have determined your market and found that perfect location, equipping the store is necessary. Visual merchandizing, the art of creating visual displays and layout to improve presentation and promote smooth traffic flow, be must be given consideration. Consult experts in the field of custom design for successful retail marketing. Yes, you must seek advice from a company that has successfully filled the niche of providing custom store fixtures. Each business is different; talk to experts to assist you in choosing the proper cabinets, displays, and fixtures to showcase your products for your customers.

Opportunity is knocking. Go ahead; answer the door!