Jay JamisonPartner, BlueRun Ventures   jjamison@brv.com
PartnerCo-Founder & President  English learning for children everywherePartner, BEMA Studios LLC   Social sports betting...
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: dom...
   It’s all the marketing you’ve got (for now)   It sets your position relative to competition   It’s EVERYWHERE you are
Lessons                           CUSTOMERS matter                X          Less is more                           Hav...
Lessons   Learn about naming   Use naming process    (described herein)   Work fast—2-3 hours   Pass the “Human” test
Lessons   Use naming process    (described herein)   Work fast   Pass the “Human” test
   Get Free Naming Guide from Igor   Top Naming & Branding Agency in SF   Published its naming guide online in PDF   D...
Name Types     Example                     Pros                   Cons               Betonline.comFunctional     Betus.com...
1.   Analyze competitors’ names2.   Establish your differentiation & positioning3.   Brainstorm potential names4.   Assess...
Functional   Invented   Experiential   Evocative K12.com      Club         Baby        Leap Frog             Penguin      ...
 Connected to a world beyond the horizon Global Fun Forward-looking & ambitious Human Confident Aspirational Diffe...
   Leapfrog (reference)   LearnNow   Cumlaude   Global Edge            Write them all down…   Moonshoot   Boost     ...
1.   Appearance2.   Distinctive3.   Depth         10 point scale4.   Energy           for each5.   Humanity6.   Positionin...
ce                                                                g                                                       ...
Competitor Types                Competitor NamesOnline betting & sports books   Betonline.com                             ...
Functional     Invented   Experiential   Evocative  Betfair.com     Dotblu     Bragster       ZyngaBetonline.com          ...
   Free & fun i.e., NOT betting for real money   Entertainment   Approachable & simple   Sports-oriented/ themed   Ra...
   Berman’s (Named after ESPN host)    Smackdaddy   Betdom                              Smackdown   Betspark         ...
ce                                                           g                                                            ...
Contact InfoEmail     jjamison@brv.comTwitter   @jay_jamisonBlog      Jayjamison.com
Founders institute naming talk november 2012 final
Founders institute naming talk november 2012 final
Founders institute naming talk november 2012 final
Founders institute naming talk november 2012 final
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Founders institute naming talk november 2012 final

  1. 1. Jay JamisonPartner, BlueRun Ventures jjamison@brv.com
  2. 2. PartnerCo-Founder & President English learning for children everywherePartner, BEMA Studios LLC Social sports betting game for the Iphone
  3. 3. Employee # 17146 PC on every desk, in every home Public, $60B in revenue
  4. 4.  Why is naming important? Experience & lessons learned Specific advice & tips Show & tell Not in scope: domain-hunting
  5. 5.  It’s all the marketing you’ve got (for now) It sets your position relative to competition It’s EVERYWHERE you are
  6. 6. Lessons  CUSTOMERS matter X  Less is more  Have a decider Removed “.NET”>1 quarter before RTM  Pass the “Human” test
  7. 7. Lessons Learn about naming Use naming process (described herein) Work fast—2-3 hours Pass the “Human” test
  8. 8. Lessons Use naming process (described herein) Work fast Pass the “Human” test
  9. 9.  Get Free Naming Guide from Igor Top Naming & Branding Agency in SF Published its naming guide online in PDF Doc covers its process and approach Link: http://www.igorinternational.com/process/igor-naming-guide.pdf
  10. 10. Name Types Example Pros Cons Betonline.comFunctional Betus.com Know what it is Not distinct Sportsbook.com Agilent Difficult to know if Aquient Easy trademarkInvented you’ve got a winner or Oreo Memorable (or not) loser Google NavigatorExperiential Explorer Make sense to consumer Becomes common Safari Non-linear, meaning Virgin (v. BA)Evocative Strong for positioning committees hate Apple (v. IBM) them Source: Igor International
  11. 11. 1. Analyze competitors’ names2. Establish your differentiation & positioning3. Brainstorm potential names4. Assess names against specific criteria5. Check GoDaddy.com for availability
  12. 12. Functional Invented Experiential Evocative K12.com Club Baby Leap Frog Penguin Einstein Cappela Head SproutUniversity Berlitz Kumon Aeon
  13. 13.  Connected to a world beyond the horizon Global Fun Forward-looking & ambitious Human Confident Aspirational Different
  14. 14.  Leapfrog (reference) LearnNow Cumlaude Global Edge Write them all down… Moonshoot Boost No matter how stupid Sunray they sound Camo Orbit Yoko Butterflyeffect …
  15. 15. 1. Appearance2. Distinctive3. Depth 10 point scale4. Energy for each5. Humanity6. Positioning category7. Sound8. “33”9. Trademark Source: Igor International
  16. 16. ce g k ive in ty an ar on i em ct ar an gy d h in i pe l sit un m pt 3" ta er ad st Ap Hu De Po So To En "3Name Di TrLeapFrog 9 8 8 9 9 9 9 6 10 77Moonshoot 9 10 9 9 9 7 8 8 5 74Boost 9 8 6 9 7 6 10 7 5 67Sunray 8 8 7 8 8 7 7 7 5 65Camo 7 9 8 7 7 4 9 8 5 64Orbit 8 6 7 7 7 7 7 7 5 61Yoko 8 8 5 6 8 3 9 6 5 58CumLaude 7 7 7 7 7 6 6 5 5 57butterflyeffect 6 7 7 5 7 6 5 8 5 56Global Edge 6 7 7 6 6 9 5 5 5 56LearnNow 3 1 3 3 3 3 5 3 5 29 Source: Igor International
  17. 17. Competitor Types Competitor NamesOnline betting & sports books Betonline.com Betus.com Betfair.com Sportsbook.com Youwager.comSocial Betting Sites Dotblu Bragster SmarketsFantasy Leagues Yahoo Fantasy Sports CBS Fantasy Sports ESPN Fantasy SportsSocial gaming sites Zynga Playdom
  18. 18. Functional Invented Experiential Evocative Betfair.com Dotblu Bragster ZyngaBetonline.com SmarketsSportsbook.com PlaydomYouwager.comFantasy Sports Leagues
  19. 19.  Free & fun i.e., NOT betting for real money Entertainment Approachable & simple Sports-oriented/ themed Rated PG-13 Mobile
  20. 20.  Berman’s (Named after ESPN host)  Smackdaddy Betdom  Smackdown Betspark  Smackking Betr  Smashyou Challenger  Smackzz DaaBears  Smakken Gamespark  Smakkr Hippo  Schwakd Mobbetz Mobbet Overxunder Write them all down
  21. 21. ce g k ive in ty an ar on i em ct ar an gy d h in i pe l sit un m pt 3" ta er ad st Ap Hu De Po So To En "3Name Di TrSmackdaddy 10 10 10 9 8 10 8 10 10 85Betr 7 9 7 10 10 9 10 7 5 74Overxunder 9 8 9 7 9 8 7 9 5 71Betdom 8 7 8 8 7 7 9 8 5 67Smakrr 6 6 6 6 6 6 6 6 5 53Schwakd 5 5 5 5 5 4 5 5 5 44Overundrr 4 4 4 4 4 5 4 4 5 38Mobbetz 2 3 2 3 2 3 3 3 5 26Mobbetz 3 2 3 2 3 2 2 2 5 24 Source: Igor International
  22. 22. Contact InfoEmail jjamison@brv.comTwitter @jay_jamisonBlog Jayjamison.com

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