Founders Institute Naming Talk January 2010 Final

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This is the presentation I'm giving at the The Funded Founder's Institute in Seattle on January 4, 2010.

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Founders Institute Naming Talk January 2010 Final

  1. Naming Your StartupThe How To Guide<br />Jay Jamison<br />President, Moonshoot<br />jay@moonshoot.com<br />
  2. About Jay<br />Co-Founder & President<br />English learning for children everywhere<br />Venture-backed<br />Launching 2010<br />Partner, BEMA Studios LLC<br />Social sports betting on the IPhone<br />Launching January 2010<br />
  3. About Jay (pre-start-up)<br />Employee # 17146<br />PC on every desk, in every home<br />Public, $60B in revenue<br />
  4. Why is naming important?<br />Experience & lessons learned<br />Specific advice & tips<br />Show & tell<br />Not in scope: domain-hunting<br />
  5. Who The F*** Are You?<br />
  6. Names matter<br />It’s all the marketing you’ve got (for now)<br />It sets your position relative to competition <br />It’s EVERYWHERE you are<br />
  7. Experience & Lessons #1 <br />Lessons<br />CUSTOMERS matter<br />Less is more<br />Have a decider<br />Pass the “Human” test<br />X<br />Removed “.NET” <br />&gt;1 quarter before RTM<br />
  8. Experience & Lessons # 2 <br />Lessons<br />Learn about naming<br />Use naming process (described herein)<br />Work fast—2-3 hours <br />Pass the “Human” test<br />
  9. Experience & Lessons # 3 <br />Lessons<br /><ul><li>Use naming process (described herein)
  10. Work fast
  11. Pass the “Human” test</li></li></ul><li>Specific “Must Do” Advice<br />!<br />!<br />Get Free Naming Guide from Igor<br />Top Naming & Branding Agency in SF<br />Published its naming guide online in PDF<br />Doc covers its process and approach<br />Link: <br />http://www.igorinternational.com/process/igor-naming-guide.pdf<br />
  12. 4 Types of Names<br />Source: Igor International<br />
  13. Igor’s Process (Adapted)<br />Analyze competitors’ names<br />Establish your differentiation & positioning<br />Brainstorm potential names<br />Assess names against specific criteria<br />Check GoDaddy.com for availability<br />
  14. Naming Moonshoot<br />
  15. Step 1 : Look at Competitor Types<br />
  16. Step 2: Our Positioning <br />Connected to a world beyond the horizon<br />Global<br />Fun<br />Forward-looking & ambitious<br />Human<br />Confident<br />Aspirational <br />Different<br />
  17. Step 3 : Brainstorm names<br />Leapfrog (reference)<br />LearnNow<br />Cumlaude<br />Global Edge<br />Moonshoot<br />Boost<br />Sunray<br />Camo<br />Orbit<br />Yoko<br />Butterflyeffect<br />…<br />Write them alldown…<br />No matter how stupid they sound<br />
  18. 9 factors for scoring names<br />Appearance<br />Distinctive<br />Depth<br />Energy<br />Humanity<br />Positioning<br />Sound<br />“33”<br />Trademark<br />10 point scale for each category<br />Source: Igor International<br />
  19. Step 4: Score names<br />Source: Igor International<br />
  20. Naming Smackdaddy<br />
  21. Step 1 : Competitor Types<br />
  22. Step 1: Analyze Competitor Names<br />
  23. Step 2: Our Positioning <br />Free & fun i.e., NOT betting for real money <br />Entertainment <br />Approachable & simple<br />Sports-oriented/ themed<br />Rated PG-13<br />Mobile<br />
  24. Step 3 : Brainstorm names<br />Berman’s (Named after ESPN host) <br />Betdom<br />Betspark<br />Betr <br />Challenger <br />DaaBears<br />Gamespark<br />Hippo <br />Mobbetz<br />Mobbet<br />Overxunder<br /><ul><li>Smackdaddy
  25. Smackdown
  26. Smackking
  27. Smashyou
  28. Smackzz
  29. Smakken
  30. Smakkr
  31. Schwakd</li></ul>Write them all down<br />
  32. Step 4: Score names<br />Source: Igor International<br />
  33. Thanks!<br />

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