What's in a name?

Plenty. Your business name is often the first thing people see in cyberspace, and it may be the name on your e-mail or web site address as well, so pick a good one. If your offline business name is well-established, use it online. But if you're starting a new business online, choose a name that's well-suited to the demands of cyberspace. Keep it fairly short and easy to type: avoid long names or combinations of letters and numbers. Choose a name that stands out; don't use "online," "cyber-" or "electronic" in your name, it's too common. Finally, choose a name that clearly conveys your business purpose-don't use trendy words or phrases that some may not understand.