Founders Institute Naming Talk January 2010 Final

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Jay Jamison

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

Business Technology

Naming Your StartupThe How To Guide Jay Jamison President, Moonshoot jay@moonshoot.com

About Jay Co-Founder & President English learning for children everywhere Venture-backed Launching 2010 Partner, BEMA Studios LLC Social sports betting on the IPhone Launching January 2010

About Jay (pre-start-up) Employee # 17146 PC on every desk, in every home Public, $60B in revenue

Why is naming important? Experience & lessons learned Specific advice & tips Show & tell Not in scope: domain-hunting

Names matter It’s all the marketing you’ve got (for now) It sets your position relative to competition It’s EVERYWHERE you are

Experience & Lessons #1 Lessons CUSTOMERS matter Less is more Have a decider Pass the “Human” test X Removed “.NET” >1 quarter before RTM

Experience & Lessons # 2 Lessons Learn about naming Use naming process (described herein) Work fast—2-3 hours Pass the “Human” test

Experience & Lessons # 3 Lessons ,[object Object]

4 Types of Names Source: Igor International

Igor’s Process (Adapted) Analyze competitors’ names Establish your differentiation & positioning Brainstorm potential names Assess names against specific criteria Check GoDaddy.com for availability

Step 2: Our Positioning Connected to a world beyond the horizon Global Fun Forward-looking & ambitious Human Confident Aspirational Different

Step 3 : Brainstorm names Leapfrog (reference) LearnNow Cumlaude Global Edge Moonshoot Boost Sunray Camo Orbit Yoko Butterflyeffect … Write them alldown… No matter how stupid they sound

9 factors for scoring names Appearance Distinctive Depth Energy Humanity Positioning Sound “33” Trademark 10 point scale for each category Source: Igor International

Step 4: Score names Source: Igor International

Step 2: Our Positioning Free & fun i.e., NOT betting for real money Entertainment Approachable & simple Sports-oriented/ themed Rated PG-13 Mobile

Step 3 : Brainstorm names Berman’s (Named after ESPN host) Betdom Betspark Betr Challenger DaaBears Gamespark Hippo Mobbetz Mobbet Overxunder ,[object Object]

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Founders Institute Naming Talk January 2010 Final

1. Naming Your StartupThe How To Guide Jay Jamison President, Moonshoot jay@moonshoot.com

2. About Jay Co-Founder & President English learning for children everywhere Venture-backed Launching 2010 Partner, BEMA Studios LLC Social sports betting on the IPhone Launching January 2010

3. About Jay (pre-start-up) Employee # 17146 PC on every desk, in every home Public, $60B in revenue

4. Why is naming important? Experience & lessons learned Specific advice & tips Show & tell Not in scope: domain-hunting

5. Who The F*** Are You?

6. Names matter It’s all the marketing you’ve got (for now) It sets your position relative to competition It’s EVERYWHERE you are

7. Experience & Lessons #1 Lessons CUSTOMERS matter Less is more Have a decider Pass the “Human” test X Removed “.NET” >1 quarter before RTM

8. Experience & Lessons # 2 Lessons Learn about naming Use naming process (described herein) Work fast—2-3 hours Pass the “Human” test

10. Work fast

11.

12. 4 Types of Names Source: Igor International

13. Igor’s Process (Adapted) Analyze competitors’ names Establish your differentiation & positioning Brainstorm potential names Assess names against specific criteria Check GoDaddy.com for availability

14. Naming Moonshoot

15. Step 1 : Look at Competitor Types

16. Step 2: Our Positioning Connected to a world beyond the horizon Global Fun Forward-looking & ambitious Human Confident Aspirational Different

17. Step 3 : Brainstorm names Leapfrog (reference) LearnNow Cumlaude Global Edge Moonshoot Boost Sunray Camo Orbit Yoko Butterflyeffect … Write them alldown… No matter how stupid they sound

18. 9 factors for scoring names Appearance Distinctive Depth Energy Humanity Positioning Sound “33” Trademark 10 point scale for each category Source: Igor International

19. Step 4: Score names Source: Igor International

20. Naming Smackdaddy

21. Step 1 : Competitor Types

22. Step 1: Analyze Competitor Names

23. Step 2: Our Positioning Free & fun i.e., NOT betting for real money Entertainment Approachable & simple Sports-oriented/ themed Rated PG-13 Mobile

24.

25. Smackdown

26. Smackking

27. Smashyou

28. Smackzz

29. Smakken

30. Smakkr

31. SchwakdWrite them all down

32. Step 4: Score names Source: Igor International

33. Thanks!