The lesson on niches was certainly inspiring! My niche is based on a selfish need to survive. We experienced the tornado that ripped thru Beaver Co., PA in 1985. Watched that "black skyscraper" march by w/in a half-mile of our small farm, ruining the livelihoods of our neighbors. It was definitely a Wylie Coyote moment. I'm focused on building a site that offers quality, useful emergency items at reasonable prices. You've seen those kits in your local drug store- clunky plastic boxes that crack