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Branding With Available Domains – An Incubator

I recently reached out to a popular podcaster (Brandon from Automate My Small Business, awesome podcast!) when I discovered a valuable keyword domain dropping in his niche. We were able to acquire the domain in auction. I hope to blog in the future about our experiments to discover how best to put it to work. In the meantime he mentioned to me that he and a partner were in the midst of developing a new business. Basically, the company would capitalize on their design and marketing experience to help inventors bring their products to market. They had both decided that they liked ‘Mind To Market’, but the domain was gone, and would I care to help them look for a name? But of course!

Let’s refresh, from my last post… I’m looking for a name that invokes the spirit of the experience the company hopes to create; Passes the ‘radio’ test (could type it in your browser after hearing in a podcast); Is ‘easy to remember’; Has the exact-match Twitter handle; No Trademarks; And is available for $8 on GoDaddy!

My sandbox: ideas, invention, imagine, engineer, incubate, tinker, prototype, innovate, iterate, lab, garage, market.
Very broad! Also challenging in that we’re not building a ‘better mousetrap’ here. The concept is easily understood and communicated, but there aren’t a lot people doing this as a business, so you face the additional challenge of trying to communicate what it is you do in the name.

I looked around for inspiration and found a couple of amazing stories. The Russians Used a Pencil tells the story of how two guys built a physical product – an iPhone tripod, from idea to market in five months. They used Kickstarter to fund and market it! They used 3d printing to prototype!

And there’s Quirky! This is so amazing! Founder Ben Kaufman turned the experience of creating hit iPod accessories into a business built around the process of discovering new hit products. The Quirky community comes up with the ideas, vets them, evangelizes them, and buys them! Ben tells the story here.

Alright! Creative juices flowing and a clear picture of our naming goal. Let’s get busy with the tools. Market Samurai for keyword, niche value, and competition. A whole lot of Thesaurus.com, MoreWords.com, TheFreeDictionary.com. Throw in a little Rhymezone.com. my Excel column combination spreadsheet, and voila. Over 1200 possible candidates. Run through the GoDaddy bulk checker and… Hmm, a smattering of acceptable candidates. Now the Twitter check and… a pretty miserable collection of leftovers.

The Lean Inventor

cc by fostersartofchilling

With one exception. I mentioned I listen to a lot of podcasts. Over the last few months I’ve tracked down at least a half dozen Eric Ries interviews. Eric has worked very hard getting the word out about his book. There’s a startup education in these interviews.
This Week in Venture Capital #65 with Eric Ries, Author of ‘The Lean Startup”   mp3 audio
Eric Ries of The Lean Startup on This Week in Startups #199  mp3 audio
Eric Ries (BestSeller) – On Mixergy mp3 audio
Eric Ries (LeanStartup) – On Mixergy mp3 audio
Evangelizing for the Lean Startup – Eric Ries (Author) Stanford mp3 audio
There’s actually quite a few others, but that will get you started. At this point I’m well versed in the notion of ‘lean’, which derives from the idea of ‘lean manufacturing’ pioneered especially by Toyota in the 90s.
Eric applied it to startups and called his book, “The Lean Startup”. The idea so perfectly captured the idea I was going for, and it was available.

So did they like it? Yes, but not as much as a name they’d found in the meantime. I’m having trouble remembering it 😉 (I know there was an animal in the logo!) I’ll post a link when they launch and you can tell us what you think.

Update 4/14/12 One of the names I looked into for this project just dropped.
MakeItToMarket.com @MakeItToMarket Like it?  Update 12/10/12 Or perhaps this is closer to what you had in mind.
Make It To Market

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