Dear Entrepreneur,

The name of your business matters a lot. Finding the right name for your business can have a significant impact on its success. The wrong name could result in insurmountable legal and business hurdles.

Make sure you avoid hard-to-spell names. Don’t pick a name that could be limiting as your business grows. Conduct a thorough Internet search on a proposed name. Get a “.com” domain name (as opposed to “.net” or another variant), so you don’t lose web traffic.

Conduct a thorough trademark search. Make sure you and employees will be happy saying the name. Finally, come up with five names you like, then test market the name with prospective employees, partners, as well as potential customers.

With love,