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

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

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

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!