Many entrepreneurs worry about their company's web address when choosing its name. That's a mistake, say a couple of startup veterans.
Aaron Patzer built his company Mint.com into a $170 million business in just two years. How did he do it? In part, he has credited the company’s short and memorable domain name, Mint.com.
"Trust is a complex thing. There are some people you will never convince, and who to this day won’t buy anything online. A few things really help. One is the domain name. Mint.com is quality, it’s a place where money is made, it’s short and spelled unambiguously. It’s a very good brand name for what we’re doing. We spent three months, hundreds of hours, and more money than I care to comment on for that domain - but it was worth it," he explained in an interview.
"Offhand, who do you trust more: Mint.com or MoneyAnalyzr.com? (I made that name up, but it shocks me how little most Web 2.0 companies pay attention to their name - they misspell, have long/cheap domain names, and lose trust because of it)," he added.
The tweet was highlighted in a post offering advice on naming your startup on the Buffer Blog recently. In it, founder Joel Gascoigne agrees with Dixon and suggests you "take a look at all these successful startups which either had a temporary domain name, or which still have a different domain name to their name," before offering this list:
Square was squareup.com
DropBox was getdropbox.com
Facebook was thefacebook.com
Instagram was instagr.am
Twitter was twttr.com
Foursquare was playfoursquare.com
Basecamp is basecamphq.com
Pocket is getpocket.com
Bitly was/is bit.ly
Delicious was del.icio.us
Freckle is letsfreckle.com
His conclusion: "Pick a great name, then add something to get a domain name. It really doesn’t matter all that much."
JESSICA STILLMAN is a freelance writer based in London with interests in unconventional career paths, generational differences, and the future of work. She has blogged for CBS MoneyWatch, GigaOM, and Brazen Careerist. @EntryLevelRebel