The Name Game

Make sure your business name clearly conveys what you do.

A flower shop named Stargazers, for example, probably won'tbe the first place customers think of when buying flowers, sincethey will probably expect you to sell telescopes or New Ageproducts. Your name can even affect your ability to recruitemployees. Someone interested in working at a flower shopwouldn't call Stargazers to ask about jobs since theywouldn't expect it to be a florist.

Excerpted from Start Your Own Business: The Only Start-Up GuideYou'll Ever Need

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