Explanation of the importance of creating a good name for a Web-based business. Also refer to eCommerce, Web address, address, companies, web stores, Ron Kurtus, School for Champions. Copyright © Restrictions
Naming a Web Business
by Ron Kurtus (14 February 2000)
Although the name of a standard business is somewhat important, the name of a Web-based or eCommerce business can be very important to its success.
Questions you may have include:
- Why is a name so important in eCommerce?
- What are some examples?
- What name should I use?
This lesson will answer those questions. There is a mini-quiz near the end of the lesson.
Reason name important
The reason the name of an eCommerce business is more important than a standard business is because the name is the address.
Standard business names
The names of many companies reflect the product or service they deliver. Some have the name of the founder, while others combine the founder with the product. Many smaller businesses add the type of service they provide, such as quality, speedy, or low-cost. Business names can also evolve as the business becomes more entrenched in the minds of the public.
Examples of the source of business names include:
- IBM was once International Business Machines, meaning that they made office machines and sold them internationally.
- Ford Motor Company was founded by Henry Ford, but it is really an automobile manufacturer and not just a motor manufacturer.
- Dell Computers was started by Dell and makes computers.
- Quick-Service Printing Shop claims to do their printing in a timely manner.
- Unisys changed their descriptive name to something that says nothing about what they provide.
Web business names
On the other hand, web-based businesses not only need to tell what they sell, but they also must be memorable. The reason for this is that the name is usually related to the Web address or Web address.
A good example is Hotjobs.com. You don't need to remember a telephone number or street address to try to find some "hot jobs" or to make a listing. You have the address right in the name.
Of course, there are exceptions where companies chose a catchy name and were able to create a presence and identification with that name. Amazon.com is a great example.
Good and bad Web names
The following lists names of Web businesses that I consider good name, questionable names and exceptions to the rule.
Descriptive names
There are many Web-based business that garnered clever, descriptive names that I wish I would have thought of:
- Books.com - bought out by Barnes & Noble
- Buy.com - a place to buy things online
- Goodhome.com - a place to buy homes
- Hotjobs.com - must have some hot jobs
- Hiring.com - must be a list of companies that are hiring
- Women.com - sounds like news for women
- Ask.com - a place to ask questions; used to be called AskJeeves
- eTrade - must be a place to trade things like stocks
Questionable names
- Boo.com - sells running shoes
- More.com - more what?
Names based on previous success
Existing companies go into eCommerce and use their own name identification for success. Also, famous people can do the same.
- Bn.com - Not a good name, but we know it used to be BarnesandNoble.com
- DrKoop.com - he was the Surgeon General; must have medical advice
Exceptions to the rule
The following companies got in first and established their e-name in the minds of the public:
- Amazon.com
- eBay
Also, must search engine sites have completely non-descriptive names, whether they were first in the market or late-comers.
What to do
If you are going to get into eCommerce, you must think hard about what you will name your online business. You must get a name and an Web address that will describe what you sell and that will be memorable. Unless you are the first with a hot idea and can get into the public eye quickly, you should not try some cute name.
Summary
The name of an e-business is much more important than that of a standard business, because the name is also the address. Getting a clever, descriptive name can propel your business to great heights.
Strive to do your best to become a champion in your field.
Resources
The following are resources on this subject.
Websites
Books
Mini-quiz to check your understanding
1. How are many standard businesses named?
2. How should an e-business be named?
3. When doesn't the name matter in e-business?
If you got all three correct, you are on your way to becoming a Champion in eCommerce. If you had problems, you had better look over the material again.
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Naming a Web Business