What Makes a Great Business Name
How to Name Your SaaS Startup
Your business name is the first thing customers, investors, and partners encounter. It shapes perception before anyone sees your product. The best SaaS names — Stripe, Notion, Linear, Vercel — share common traits: they are short, easy to pronounce, and feel intentional. None of them literally describe what the product does, yet they all feel right for their category.
The Five Naming Approaches
Brandable invented words (Spotify, Figma, Zapier) are pure fabrications designed for uniqueness. They have no dictionary meaning, which means no trademark conflicts and guaranteed domain availability. Compound words (Salesforce, HubSpot, Mailchimp) combine two real words to create new meaning. They are descriptive yet distinctive. Real dictionary words (Stripe, Notion, Slack) borrow existing meaning to create instant associations. Modified words (Lyft, Tumblr, Fiverr) use creative spelling of real words for uniqueness. Acronyms (AWS, IBM, SAP) work best for enterprise B2B brands.
Domain Strategy in 2025
Every short .com is taken. Modern SaaS companies use three strategies: invented words that have available .com domains (because no one has used them before), alternative TLDs like .io (developer tools), .co (startups), .app (mobile products), or .ai (AI products), and prefix/suffix .com domains like getnotion.com, uselinear.com, or trymint.com. Many successful companies start with an alternative domain and acquire the .com later when they can afford it.
Names to Avoid
Avoid names that are too long (more than 3 syllables), too generic (CloudTech Solutions), include numbers or hyphens (Web3-Hub), are hard to spell (Syqwential), sound like competitors (Slackk), or limit your future scope (EmailOnlyApp). The name should work at Series A, Series C, and IPO. Test it by saying it in a sentence: "We use [Name] for our project management." If it sounds natural, you are on the right track.
Frequently Asked Questions
Use These Next
You have a name. Now build the business behind it.