One way to start a business: define a new niche
In this video, the business owner creates a new niche and then creates a unique way to fill it.
One thing you will notice is the ferns and plants. This echoes back to another "new niche" idea - the fern bar. Before the first fern bar, bars were dark caves filled with smoke. The fern bar redefined bars (a key feature being plants and ferns, and enough light to support them), and made bars much friendlier to women. Today's Friday's, Applebee's, etc. chains are all modern descendents of fern bars.