Hundreds of discussions...check. Hours of researching on the internet...check. Lots of scattered papers with ideas, check lists, and goals...check. Going for it...check!
The business plan is made. The location is picked. Now it's time to move on to a name. Something that seems so simple, pick your name and run with it. Back to that worn out notebook. The names Andrew had came up with years ago are similar to the one he had written down again. After telling his wife, Nikki, his ideas, she began to research the names he had given her. Here is when the reality of the name game set in.
Run a web search of a name...wow, that name is used all over the U.S. Alter the name and run the search again. Narrow the search down to Wisconsin...okay that is better. Search the Wisconsin's Department of Financial Institutions site for names registered in Wisconsin. Run searches to see what domains and email are available. Say the name over and over...does it fit...does it flow out easy...tinker with logo ideas.
Now it is time to see what other people think of the name. Mixed reviews. Back to the drawing board to see if any other names would work. After many more randomly scattered notes with names, other people's input, and tons of web browsing they kept coming back to the original idea.
Yes, it was longer then the original name. Yes, there may be some issues with the spelling of "Adrenaline" in searches. Did the name allowed for the possibility of different avenues including other extreme sports as they grow, yes. They both agreed that the acronym AMP fit perfectly into the theme of the store. The positives outweighed the negatives...and so the name Adrenaline Motorsports Plus was chosen.
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