Startup names could have handed peak weirdness

Joanna Glasner Contributor Extra posts by this contributor The place seed and early-stage funding is rising, contracting or holding regular Rent sooner, work happier: Startups goal employment with AI and engagement instruments For years, a long time even, startup names have been getting weirder. This isn’t a scientific verdict, however it's how issues have appeared to somebody who spends plenty of hours perusing these items. Startups have had a future of branding themselves with artistic misspellings, animal names. human first names, made-up phrases, adverbs and different odd collections of letters. It’s gone on so lengthy it now appears regular. Names like Google, Airbnb and Hulu, which sounded unusual at first, at the moment are a part of our on a regular basis vocabulary. Over the previous few quarters, nonetheless, a peculiar factor has been occurring: Startup founders are selecting extra conventional-sounding names. “As we attain the sting of strangeness… they’re saying: ‘It’s too bizarre. I’m uncomfortable,’” stated Athol Foden, president of Brighter Naming, a naming consultancy. Whereas quirky startup monikers haven’t gone away, founders are more and more snug with less-unusual-sounding selections. Foden’s observations are mirrored in our annual Crunchbase Information survey of startup naming tendencies. We’re seeing a proliferation of startups selecting easy phrases that describe their companies, together with firms like Hitch, an app for long-distance automotive rides; Duffel, a trip-booking startup named after the favored journey bag; and Coder, a software program improvement platform. However thankfully for followers of offbeat names, the pattern is simply towards much less weirdness, not no weirdness. Those that want to patronage seed-stage startups can nonetheless purchase tampons from Aunt Circulation, get parenting suggestions from an app referred to as Mush or get insurance coverage from a startup referred to as Marshmallow. Beneath, we glance in additional element at among the extra in style startup naming practices and the way they're trending. Creativv misPelling5 For a very long time, it appeared like an enormous variety of startups chosen names largely by disabling the spell checker. Most fascinating dictionary phrases had been already in use as domains or too expensive to accumulate. So founders took to dropping vowels, subbing a “y” for an “i” or including an additional consonant to make it work. The technique labored properly for lots of well-known firms, together with Lyft, Tumblr, Digg, Flickr, Grindr and Scribd. Nowadays, artistic misspellings are nonetheless fairly widespread amongst early-stage founders. Our identify survey unearthed an enormous quantity (see partial record) that just lately raised funding, together with Houwser, an upstart actual property brokerage; Swytch, developer of a package for changing bikes to e-bikes; and Wurk, a supplier of human assets and compliance software program for the hashish trade. Nevertheless, artistic misspellings are getting much less in style, Foden stated. Early-stage founders are turned off by the prospect of getting to spell out their names to individuals unfamiliar with the model (which for seed-stage firms contains just about everybody). Puns One of many extra enjoyable naming types is the pun. In our perusal of firms that raised seed funding previously yr, we got here throughout a variety of startups using some form of play-on phrases. We put collectively a listing of seven of the punniest names right here. Along with Aunt Circulation, the record contains WeeCare, a community of daycare suppliers, and Serial Field, a digital content material producer. Crunchbase Information additionally created its personal fictional startup — drone rooster supply startup Web of Wings — in an explainer collection on startup funding. Maybe some day enterprise naming will harken again to the commercial age, when company titans had exceedingly boring and apparent names. Actual firms with pun names which have matured to exit had been tougher to pinpoint. A pair which have gone public are Groupon and MedMen, a hashish firm that went public in Canada and is valued round CA$2 billion. For some cause, it seems pun names are extra in style within the brick-and-mortar world than the tech startup sphere. Eating places specializing within the Vietnamese noodle soup Pho have dozens of play-on-word names memorialized in lists like this. Ditto for pet shops. Personally, I’d prefer to see extra web startups rolling out pun-based names. Foden would, too, and he has even volunteered one suggestion for somebody who needs to begin a enterprise making use of synthetic intelligence to synthetic insemination: Made-up phrases that sound actual There are greater than 170,000 non-obsolete phrases within the English language, per the Oxford English Dictionary. Startups, nonetheless, are satisfied we want extra. Therefore, one of many extra enduringly in style business-naming practices is to give you one thing that seems like an precise phrase, even when it isn’t. We put collectively a record of examples of this naming type amongst just lately seed-funded startups. It contains Trustology, which is constructing a platform to safeguard crypto belongings; Invocable, a developer of voice design instruments for Alexa apps; and Locomation, which focuses on autonomous trucking know-how. Naming advisors prefer to see the made-up phrase identify pattern on the rise, Foden stated, as a result of it’s the form of factor firms pay a marketing consultant to determine. One other benefit is it’s simpler to high search outcomes for a made-up phrase. Regular-sounding names Lastly, let’s take a look at these insurgent startups selecting acquainted dictionary phrases for his or her names. We put collectively a listing of some right here. Apart from the aforementioned Duffel, Hitch and Coder, there’s Respectable, a healthcare startup; Chief, a ladies’s networking group; Journal, a word organizing instrument; and lots of extra. Startups are much less involved than they was with snagging a dot-com area that comprises simply their identify. Generally, they’ll add a prefix to their area (,, select an alternate area (Hitch.web) or each. General, Foden stated, startups at this time are placing much less emphasis on securing a dot-com suffix or an actual area identify match. Google dad or mum Alphabet, specifically, made the alternate area thought extra palatable. It helped to see one of many world’s richest companies forego in favor of The place is all of it going? They are saying historical past repeats itself. In that case, maybe some day enterprise naming will harken again to the commercial age, when company titans had exceedingly boring and apparent names like Commonplace Oil, U.S. Metal and Normal Electrical. For now, nonetheless, we stay in period during which probably the most worthwhile firms have names like Google and Fb. And to us, they sound completely regular. Methodology: For the naming knowledge set, we regarded primarily at firms in English-speaking nations that raised seed funding after 2018. To broaden the potential record of names, we additionally included some firms funded in 2017. We additionally tried to restrict the lists, the place attainable to firms based previously three years, though there have been occasional exceptions.