Clarify why you want this, how it should work, and how it should look to the world.

PURPOSE:  What you hope to gain, what you are willing to do to get it, and why people will need to engage with you.

Craft a single sentance to explain how it works is vital to the clarity of purpose that you will need to success.

IDENTITY:  Your name is more than just what you are called.  It should clearly describe what you do, why people should engage with you, or the benefit to your clients.

As it will also become your web address,, email, and.  more, your identity has to be clear, strongly connected, and very memorable.

What measurable outcomes are needed, what can (and must) be done to get it?

The fewer words it takes to describe, the more successful you will be.  Really.

PURPOSE:  Although some have used an unrelated or madeup name successfully (i.e. Apple, Google, Amazon), the recognition comes from global reach and size, so their volume creates the connection.

Most entities don't have that amout of resources or even desire, so we recommend and easier name to connect with what you do, provide, or feel like.

FUNCTION: Another key thing to be clear on is the functions that your site must be able to serve.  That may include individual account registration, newsletter, or personalised content, for example.

You must know what you want to DO, to simply guide clients through the engagement path.

The legal requirement to be a business entity, financial record-keeping, and taxation requirement.

Much of this will not be seen by your clients or public, but will make it possible for you to do the necessary things that are.

As a minimum, your site will need a Privacy Policy, Terms & Conditions, and Contact information.