The naming and positioning stage is where startups begin to forge their image with a catchy company name a successful web page. The most successful startups choose relevant and powerful names for themselves and benefit from a memorable website.

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Naming and Positioning for Founders

Competitive Analysis - Identifying competitors and recognizing their strengths and weaknesses compared to one’s own. (see What Investors Want to Learn From Your Business Plan to learn more)

Competitive Matrix - A tool that compares one’s product to a competitor's.

Domain Name - A unique name identifying a website.

Email Alias - An email address linked with a different destination email address.

Logo - A graphic design logo associated with a company or product. This often contains a name, trademark, or representative symbol.

Positioning - The way in which a company differentiates itself from competitors. (see Tips on Naming Your Startup from the Founder of Mint.com to learn more)

Positioning Statement - An detailed expression of the way a brand, company, or product fills customers’ needs.

Primary Domain Name - The first domain name that has been mapped to a particular hosting account.

Subdomain Name - A second website with unique content but residing under the Primary Domain Name.

Trend Naming - Analyzing on-going social trends before choosing a name for a new startup. (see Startup Toolkit: Naming Your Startup to learn more)

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