Know-How Exchange : Strategy

Before you create a name, doesn't it make sense to clearly figure out what you're selling - and to who? Consider creating a business plan - to figure the details of your business first, then determine an appropriate name based on your research.

I've spent quite a bit of time in the snack food business (in the U.S.), and it differs from area to area, even within a country. So the perfect answer for one area might not be the right answer for another area.

As Jay suggests, you don't need to start with a name. In fact, you probably shouldn't. Start by really understanding your target audience. What are they buying now? What do they like about it? Where do they buy? What are the shortcomings, if any? How often do they purchase? Are they brand-loyal, or do they switch a lot? Why?

You probably ought to engage a market research expert, because it's easy to draw inappropriate conclusions from amateur research ... and that could cost you far more than the research itself.