Web.go - Quickstart. Thinking Small: Finding The Right Niche. The word niche comes from French, where it means roughly the same thing as in English: a small, somewhat isolated space. But in French, the word has an additional meaning that’s just as common: a niche is a doghouse, like the ones with triangular roofs that you’d put in your backyard. So one could infer that according to the French language, niches are best left to dogs. And even in English, niche is often used to dismiss a product as too limited and lacking in usefulness.