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* dont think about it too hard (seriously)
* ask other people (this forum)
* make sure its not already taken or associated with others
* check the internet for the domain (i think already mentioned)

i personally dont think the name of a startup would “entice” me to use their service or buy a product as for me, the name is almost an after thought. if you have what i want, but i didnt like your business name, im still going to do business with you.

i imagine if youre happy with the name, and proud to yell it from the rooftops, that could be almost enough.

oh and maybe make sure youre not going to be embarrassed by it down the track. i have a couple of friends that had goofy hotmail accounts they decided to turn into business names. bad decision.