I believe a good domain name, and thus company name, is absolutely critical for a software/web-based business. The challenge, naturally, is that it is difficult and/or expensive to find a good name that isn’t already taken. Here are some rules I try to follow:
- 10 characters or less
- Must be a .com and not a secondary extension
- Should be phonetically spelled and easily spoken in English
- Always purchased and not rented/leased from someone else
- Ideally relevant to the business, but this is more optional
To meet these requirements I’ve generally found it takes a budget of $500 – $1,000 and the buying of an existing domain on Sedo.com. It is still worth trying a site like BustAName.com to find an unregistered domain, but I haven’t had luck going that route in several years.
What else? What other attributes do you look for in a good domain name?