We came up with hundreds and hundreds of names, so many names, it was such a grueling exercise. We had naming parties at our house, an we brought our friends over, and we had pizza and beer, and we’re like, ‘Come up with names!’.
Tony Conrad is an entrepreneur and partner in True Ventures. In this excerpt from an interview with Kevin Rose, from Kevin’s awesome Foundation series, Tony shares the details around how he was able to get two fabulous domains, About.Me and Sphere.com.
Code name About.Me was incorporated as Pumpkinhead.
Tony sold About.Me to AOL.
About.Me had been reserved by the .Me registry.
Strategic deal making over time. 14 late night calls!
Sphere.com owner loved his domain! ‘Impossible to track down.’
Tech support dude was a Yankees fan.
Equity deal. ‘He made great money.’
‘It’s all in a name.’
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.
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 #199mp3 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.
Coding is being called ‘the new literacy’. If you love to code, think you can teach it, and have a twist on how to do it better, let’s get started. First, you’ll need a name.
I’ve tried most of the online tutorials. I broke my brain getting Ruby 1.92 on my Mac. I have Eclipse set up for PHP and Python. But so far I end up bailing out of the book, tutorial, video course. They’re not working for my brain! That’s why I was so excited to hear about Codecademy. Codecademy is a Y Combinator startup. They’re a couple of young guys with a great idea who seem to have caught a wave. The thing is, now four months and $2.5 million invested, they have all of three courses that took me an hour to complete. Yes they’re good, but… Meanwhile the pressjustkeepsoncoming! (Isn’t this a startup no no – getting all this press before they really have a product?)
The namer/domainer in me couldn’t help but notice… Look at the spelling, codEcademy. Not codeAcademy. Not only that but CodeAcademy.org is a Chicago startup that has an intense immersion how-to-code course in Chicago. Oh oh. What? CodeAcademy.comnow forwards to CodEcademy.com. They somehow acquired it in the last month or so (I’d like to know that story). When I first looked, there was a forum there. IMO it would be hard to trademark Code Academy, I think (too generic), but looking around today I found that the CodeAcademy.org people seem to be in the process of obtaining one for ‘CA Code Academy’. The plot thickens- and gets murky, and maybe they should merge now before too many lawyers get involved. (Might a Domain Diligence Report from DomainNoob have saved a lot of trouble and headache?)
[Update 6/21/12: The lawyers have spoken! Andrew Allemann of DomainNameWire puts it succinctly: “The panel ruled that it (Code Academy) didn’t show it had any trademark in the term “Code Academy”. It was a victory for Codecademy, but the fight may have devalued both names. In making its argument, Codecademy suggested that Code Academy is merely descriptive. That could come back to haunt it as it tries to fight off cybersquatters in the future.” Here’s the actual WIPO ruling.]
[Update 10/6/12: Again from Andrew Allemann. Codecademy rcenetly bought CodeClass.com for $1,000.]
Anyway, the media attention Codecademy is getting should serve as a siren song for entrepreneurs. Coding is being called ‘the new literacy’. If you love to code, and think you’re a better teacher, or have a twist on how to do it, let’s get started. First, you’ll need a name.
First, a look at keywords.
Initial keyword research indicates that ‘code’, as a verb, isn’t as popular as ‘program’.
‘Learn’ helps a keyword phrase score for larger click payouts, i.e. makes it more ‘valuable’.
Ads don’t really start to pop up until you drill down past ‘program’ to specific languages.
Running my list of keywords through the GoDaddy Bulk Checker. Hey! A couple of keepers.
LearningHowToProgram.com, Market Samurai tells me, is potentially the most valuable of the available keyword domains. LearnToCodeOnline.com This strikes me as the best of the availables in terms of branding a keyword domain. OnlineCodeSchool. Like this one too. Also CodeSchoolOnline.com.
Not bad! But they’re all more than 15 letters, so the exact-match Twitter handle is off the table. I’d still buy them. While the definitive word is still out on domains and SEO, they could be useful for focused mini-sites and Adwords experiments.
Then a look at what the competition is doing for “Learn to code online”.
Top Scoring Organic: lcwo.net (Morse code!), codeschool.com, & w3schools.com
Mostly you’re getting articles about learning, rather than actual places to learn. The articles lead to online Berkeley, MIT, Mozilla and Google’s Code University. Paid (that mention coding specifically, not just online learning): www.polymathlectures.org, programming.justanswer.com
CodeSchool.com is by far the best url we’ve seen so far. Kind of ideal. They’re a subscription based video/tutorial/community ‘learn by doing’ site with a very popular free tutorial Rails For Zombies (interesting, which came first?). While we’re here, we should mention Treehouse, (TeamTreehouse.com), which launched recently (with help from VC money) and is gaining a lot of traction. They have a two-tiered subscription model. And of course there’s Lynda.com which has 69,000 tutorials for $25 a month!
Next up in our naming process is keyword combos. This is where I match the word ‘code’ with my collected list of internet destination words like ‘hub’, ‘works’, ‘planet’ etc. Very hit or miss, but in this case–it’s picked clean! Nothing worth mentioning available. Just as well, they’re not very good.
On to the brainstorming session. This is where I dig into the thesaurus to create brandable made-up names, portmanteaus, domain hacks, and word tricks. I’m playing in a ‘learn how to program code’ sandbox.
Let’s go over the criteria: Evokes the spirit of the experience your product hopes to create; Passes the ‘radio’ test (could type it in your browser after hearing in a podcast); Is ‘easy to remember’ (this often simply translates into ‘short’); Exact-match Twitter handle; No Trademarks. And again, in our case, $8 on GoDaddy!
And the winners are…
I really like Acodemic. Codsy is a little bit trendy (Artsy, Etsy) but it’s five letters! Try and forget it. You can spell a five letter domain out loud (radio test). Pity about the Twitter, but five letter Twitter handles are pretty much a thing of the past. I also picked up three of the keyword domains, for SEO and Adwords experiments. CodeSchoolOnline.com, OnlineCodeSchool.com, and LearnToCodeOnline.com.
So what do you think? What would be a fair price for this package of domains? Think you can do better? I’d be happy to list your newly-registered domains in this post. I do think I got a little bit lucky with this niche–not picked quite as clean as most. For comparison, here’s something just in today from Twitter. (Will be interesting to see if Bill manages to get the Twitter as well.)
Is there a niche you’d like me to do a case study on?
Jack Dorsey talks with All Things D’s Kara Swisher about inventing Twitter and later, Square
Don’t you love podcasts? Podcasts for me are what I’d always hoped television could be. Whatever your interest, the best of the best are talking about it somewhere. In this case, Jack Dorsey talks with All Things D‘s Kara Swisher about inventing Twitter and later, Square – two giant ideas that are changing the way we see the world. In these excerpts from a great talk at the Commonwealth Club, we hear about the naming process. The takeaway for me is that as genius as Jack is, when it comes to naming, we’re all of us in the same boat. Kara contributes her own ‘domainer’ story as well that will resonate with anyone who’s spent any time in the domainer forums.
Entire interview: YouTubeiTunes.
(Click arrow to play audio) Naming Twitter
(Click arrow to play audio) Naming Square
(Click arrow to play audio) About Square.com
[Update: Square.com now redirects to SquareUp, so it looks like Jack got the domain.]
Jake Winebaum shares what he paid for Brighter.com with Jason Calacanis.
Once again the always excellent This Week In Startups provides a gem of wisdom around the subject of domain names. Whether buyer or seller this short exchange will help you formulate a strategy. Jason proves he knows of what he speaks with his guess for what Jake Winebaum paid for Brighter.com. Some of you will remember Jake from his Business.com days and the story of how he bought that domain from Marc Ostrofsky. If you don’t know that story I highly recommend you check out Andrew Warner‘s interview with Marc on Mixergy.