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Naming your business
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February 11, 2000: 1:23 p.m. ET
Strike a balance between the literal and the whimsical
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NEW YORK (CNNfn) - Dear Jane: I'm thinking about starting a business, but have no idea what to name it. It would provide personnel services to employers by defending them in labor disputes between them and their employees. (Sort of like a union for employers!) I'd also like to ask you how to bill these clients.
What an interesting idea for a business! I don't know if you are a lawyer, but you might want to work in tandem with an experienced labor lawyer to make sure you are giving your clients proper information.
As far as the name, naming a business is a big challenge. Big companies spend millions of dollars hiring creative consultants to come up with a perfect name. Since you are going to be involved in providing a serious service, I would lean toward finding a simple, straightforward name.
Your name needs to reflect what you do and be memorable. Something like "Employer Support Services" might be too boring, but it sounds better than "Slam Your Employees Inc." You should invite a group of colleagues whose opinions you respect to attend a brainstorming session.
Tell them exactly what you plan to do and let them think of appropriate names. If you are unsure of the name you start out with, order a limited amount of business cards and stationery so you can change it if you have to.
In terms of billing for your services, I think billing by the hour would be the best approach since you don't want to be paid based on the success of your services. You might also try charging a monthly retainer to companies that think they might need your help on an ongoing basis.
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ApplegateWay
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