3. Four tips to naming your startup – The Story of a Startup in Palestine

What’s in a name?

Propozal.com was our first official name, but we changed it after several months.  The main problem with that particular name is that after we pivoted a few times and changed the focus of our business, the name stop reflecting what we were doing.  When people heard Propozal.com, many were under the impression that we were a proposal builder or database (which we were when we first started).  Another problem with the name was that by replacing the “s” in proposal with a “z”, it was very difficult to find us online after hearing the name mentioned.

While there are many sites and tutorials that provide much greater insight into choosing a name for your startup, I can share the criteria we stumbled upon when we selected the name AidBits.

  1. Keep it short.  Selecting a company name that is 20 letters long can be hard to remember and spell.  We decided to combine two short words or modify an existing word.
  2. Make it relevant, but not too specific.  Propozal.com was not a good choice because it seemed like it was directly related to writing proposals.  The moment we shifted our focus, the name stopped reflecting what it is that we did.  You will definitely change your business a number of times so have the name focus more on the area or sector rather than what the tool is.  AidBits on the other hand reflected the sector we were targeting (Aid – both humanitarian and development aid) and Bits in reference to computer bits and bytes to reflect the technology focus of our company.
  3. Be careful of a play on words (intentional misspelling), because most people won’t be able to find it in the future.  If you’re on the phone or in many cases, a meeting or an event where you mention the name of your company, unless you have a business card to hand out, there’s little chance that people will find you even if they want to.  A common response when we gave people our business cards is: “Oh, Propozal with a z, we were looking for proposal.  Now we know why we couldn’t find you when we Googled your name”.
  4. Find the domain name.  This is one of the more difficult exercises.  If you’re building a mobile app or game, you could probably get away with a domain name with any TLD, such as .co or .biz or .info. If you’re building a web application, you should definitely have a .com or .net.  You can easily check whether a domain name is available or reserved.  Godaddy and Network Solutions are a couple of sites where you check and purchase domain names online.  Note that this process takes a lot of time unless you have a really weird and unusual name.  The chance of finding a good domain name on the first day is very unlikely.  I can’t remember exactly how long it took us, but it took weeks, not hours or days.  Some tools to help you find both a name and domain name at the same time are: http://impossibility.org/ and http://www.bustaname.com/

The most important thing is to get feedback and ask others what they think of your name.  If everyone else but you thinks the name is terrible, chances are it’s terrible.  If you’re juggling around a few options, survey people and ask them which name they prefer and why.  Make sure you reserve the domain name if you think the name is a likely option for your startup.

Deciding on a name for your startup is a big step.  Once you have a name you’re happy with, you can start sharing your name with others and start to get your brand known, even if it’s only to the people around you.  What I would highly recommend after that is designing a logo. In designing a logo, you have a number of options:

  • If you have decent design skills, you can design it yourself
  • There are a number of free logo design tools available online.  From my experience with them, I haven’t found any that are even half decent
  • Hire a designer to create a professional looking logo.  This can be someone from within your network, or you could probably find people on elance or other freelance sites.  This option will probably set you back a few hundred dollars.
  • Start a competition using sites like www.99designs.com

Now that you’ve picked out a name and your logo design is ready, create a quick website.  It doesn’t have to be anything fancy at the moment, as long as it’s not an “Under construction” page.  The last thing you want is someone to be interested in learning a bit about your company, only to find that your site is under construction for weeks or months.  There are a number of tools, such as wix or even WordPress, that will help you quickly create professional looking sites.  For a start, have some basic information about your product, your target market and some way for people to contact you.

If you have a designer, I would also suggest having them design business cards for you and your future team.  Again, it doesn’t have to be anything complex; your name, company name and logo, phone, email and website should be enough.  You can throw in an address, a QR code, your Skype ID or anything else you think is important or nice to have on your card, but I definitely wouldn’t overdo it.  In Ramallah, I found that iPrint does a great job and we use them for our printing needs.  The quality of their work is great, they’ll usually finish the work for you same day or the next, and their prices are reasonable.


1. The Idea – The Story of a Startup in Palestine

This post is a continuation of the previous post.  The title of this series of blog posts is “The Story of a Startup in Palestine: What I’ve learned in the past 16 months”

The idea itself is useless

While we read it over and over and hear about it so many times, some people here still have the notion that their ideas alone are valuable.  That’s the reason they never share their ideas and protect them as if their lives depended on it.  No one cares about your idea.  No one is going to steal it, and even if they do, it doesn’t matter.

So why doesn’t it matter? If you share idea with others, this doesn’t mean you’ll execute on it, so if you don’t, you really have nothing to lose if they actually use it to build a company.  You just inspired someone else to build something and it didn’t cost you anything except saying a few words.  If you do execute on it, then you run the risk of competition.  However, if someone has the intention of “stealing” your idea, they can just as easily “steal” it after you’ve gone through all the trouble of building your company.  So, after you spend months and months trying to build your company, the moment you announce it to the world, someone else could build something similar and better.  It’s BS that just because you’re first to market you will remain number one.  There are many examples of where being first to market did not result in the company surviving.  Some simple examples from our present time are:

  • Yahoo, Alta Vista (who?) and Google.
  • MySpace, Friendster and Facebook
  • Blackberry, iOS and Android
  • Netscape, IE, Firefox and Chrome

I’m sure some people had never heard of Alta Vista, which at one point of time was the best search engine available.

Validate, validate, validate: It doesn’t matter what you think, you must validate, challenge them to hate your product. 

The upside to sharing your idea is that you can get constructive criticism on it.  Many people will tell you that it sucks if they think it does.  Don’t take this is an insult and never try to defend your idea.  Instead, ask why they think it sucks and what they would change to make it better.  In the end, it doesn’t matter if you have the best idea in the world, the best team, the best market and the best product.  If your product or service doesn’t sell, you won’t last for very long.  And the only way to sell is to have people who are willing to pay for what you offer.

Customer validation is key to determining whether people are interested in your product or not. It’s important to try to find people who are willing to give their honest feedback, and to spend more time listening to their problems rather than talking about your solution.  If everyone you speak to tells you your product is great, that means you’re not asking the right questions or you’re not talking to the right people.  Go out and challenge people to find problems with your product or service.  Ask them why they wouldn’t pay for it rather than trying to get a good feeling that you’re amazing.

Don’t be afraid of change

As a result of customer validation, it’s almost guaranteed that your initial idea isn’t the best thing you can build or offer customers.  Many people will give you advice on what to build and how to make your product better.  Listen carefully to these comments, think about them and try to validate them with customers.  Many entrepreneurs feel that changing their idea is an insult to their intelligence.  It shouldn’t be like that.  The main reason you started a business is to sell to customers.  If most people agree that they would rather buy a modified version of what you’re trying to build, it would make more sense to at least consider the idea.

When we first started, the idea had nothing to do with what we’re building today.  We started off as a database of tenders and Requests for Proposals (RFPs), and we initially called the company Propozal.com.  We then went out to try to validate our idea.  During one of our first meetings, we heard a comment that we’re trying to do too much, and a suggestion to focus on one sector, such as the non-profit sector, which we thought was a good idea.  We continued to brainstorm and thought we would add more features, like a proposal builder, since the RFPs are already there.  We then thought of adding a project implementation module to capture the entire cycle from requesting proposals, to writing and submitting them, to project execution.  For the non-profit sector, one of the most important aspects of project implementation is monitoring and evaluation (M&E).  So, we created our slide deck and went around presenting our idea of a complete end-to-end platform, RFP database, proposal builder and M&E tool.  During one of our meetings, we received a comment that all the services we’re providing are great features to have, however the most important one by far is the M&E tool.  Using this knowledge, we went around some more and asked people what the most important feature was in their view.  In all the cases I could remember, it was the monitoring and evaluation tool.

Clearly, we found something here and there was some sort of need.  We redesigned the slides showing only the M&E component and again started asking around.  The feedback we received showed us that there really is a need for a dynamic M&E tool.  When we saw that we’re moving away from both the RFP database and proposal builder, we realized that the name Propozal.com didn’t reflect what we were building, so we decided to change it to AidBits.  I’ll talk about how we chose the name in a later blog post.

On the other hand, had we stubbornly stuck to our initial idea, we would have built a great product that no one was willing to use or pay for.  Companies die because no one is willing to pay for the products or services they sell.  It doesn’t matter how good or even amazing your product is, if you can’t make at least enough money to cover your expenses, eventually your company will cease to exist.

Bottom line: who is your customer and why should they care

This is one of the more challenging areas, because many people have the wrong impression that if your market is everyone, then you’ve just increased your chances of selling.  On the contrary, if everyone is your customer, no one will buy from you.  Simply put, you can’t market and sell to an athletic male teenager, the same way you would to a 40-something rich business man, the same way you would to a 70-year old grandmother.  You stand a much greater chance of success by focusing a segment (or few segments) of customers and identifying what your ideal customer segment (or segments, but don’t choose more than 3 at first) looks like, talks like and how and why they would buy your product.

When you figure out who your customer is, then you can jump to the next step of determining why they should care about you, your company or your product.  Just because you believe you’ve found the miracle product of the 21st century doesn’t mean anyone else feels the same way.  The best way to really know whether they actually like what you offer and are willing to pay for it is through customer validation.  If you get to a point where you think that you’ve exhausted all possible questions and the person you’re talking to likes the product, then you should go ahead and ask them to buy it.  Whether it’s discounted or not, if someone (other than a friend or relative) is willing to pay you for your product, that means you’re on to something.  If you can repeat this a dozen or more times, then it’s likely that you’re on the right path.  If you really, really want to test if there is a need for your product, after you have them completely convinced of your product, try to persuade them not to buy it and that it’s not a good fit for them.  This isn’t something I recommend you do frequently, but would be interesting to try and see the reaction.

A new chapter

It’s been such a long time since I wrote a new blog post.  All I know is that it’s time to get back to regular writing, especially now that I’ve started a new chapter in my life.  Earlier this month, I took the daring step of quitting my day job to dedicate my full time to our new startup, AidBits, an online data management platform for NGOs and the non-profit sector, which I co-founded with Ibrahim Abu Kteish.  The idea has been in the works since November 2012, and after much refining of the idea and a lot of customer validation, we’ve assembled a fantastic team and dove into the development process.

Our goal with AidBits is to create an online platform that will help organizations in the non-profit sector operate more efficiently and effectively, which we believe will lead them to provide a greater impact on the communities they work and beneficiaries they serve.  We would like to introduce new tools that will help non-profit employees spend less time with mundane, time-consuming tasks that can be automated, and spend more time on tasks that require human intelligence and decision making.

The one thing that really stood out for me when starting AidBits is that entrepreneurship is much harder than it first seems.  There are so many details that need a lot of attention, such as building a product/service that people will like and use, finding the right team that complement each other and work well together, the legal aspect, finding financing and one of the most challenging areas which is planning.   Creating plans has taken a lot of our time and I believe will continue to do so.  Marketing, sales, human resource and development plans to start with, and many more to follow.

We’re always searching for feedback and comments, so please check out our site www.aidbits.com and drop us a line on our blog or on our Facebook page and let us know what you think.