If you were to ask me what unexpected challenges I faced in the first week of starting a company, I would have to say that it was hands down coming up with a name. There are many important attributes to the perfect name. It has to be catchy, easy to spell, and preferably give people a sense of your purpose. But more important than anything else, it has to be unique. This turns out to be surprisingly difficult short of making up words.
Some Background: The project that I am working on is a company that helps cellphone users find wireless plans.
I toyed with so many different possibilities and scoured the internet for advice, but the first 4 days yielded nothing. Everything I could think of just didn’t have any ring to it. As a point of reference, the name that I started with was Find My Plan. I even registered a domain for it, but soon realized that this was missing any flow. It was descriptive, but that was about it.
I moved on to listing keywords. I had all sorts of things from recommendations to service but there was no way that I could combine these to make something that works (and believe me I tried). I even looked around at names of other companies to see which ones stood out to me as good names, like Pinterest and PayPal, but that took me no further. Even when I thought I had found something that might work, it inevitably turned out to be in use by another company.
Finally I reached a turning point. After 4 days of searching, I decided to try using a thesaurus. This turned out to be the key to the puzzle. In one day, I came up with a whole host of ideas, from Two Cents to Smart Talk. As I started to look, many of the names were already in use, but I finally found one that was perfect: RightCall. It combines the perfect catchiness with relevance, and of course it enables slogans such as “Looking for a wireless plan? Be sure to make the RightCall.”
Long story short, don’t underestimate the difficulty/importance of choosing a name!