The mind of an entrepreneur naming his business.
There have been a couple more mainstream stories lately about how startups are using domain hacks and country code domain names because they can’t find a good .com domain available.
Content analytics company Parse.ly has responded by explaining how it originally came up with its name, and when it decided to buy the “matching” .com. It’s a must read for domain name investors because, regardless of whether you agree with Parse.ly’s decision, it gives the perspective of a startup in the naming process.
The company went with Parse.ly because “the name resonated with people we tested it on, the domain was unregistered, and we were cheap and scrappy.”
They traded another domain name to someone who helped create their first logo.
The next year, when they started getting traction, the company spent about $2,000 to buy Parsely.com.
Despite owning the “.com”, we decided to keep the “.” in our branding because we think it emphasizes the play-on-words (“parse”) and reminds people about the mis-spelling . The mis-spelling is important: this way people don’t accidentally type “parsley.com”, which we don’t own.
Parsley.com is owned by domain investor Braden Pollock. It’s also worth noting that another business started on parse.com, which is technically the “matching” second level .com.)
I have to wonder if they inquired about buying Parsely.com early on, since it only ended up costing them $2,000.
Again, you may not think Parse.ly is a great name for a business, even owning Parsely.com. But it’s important to understand how many entrepreneurs approach naming their business and getting their first domain name.
(Hat tip: Name Ninja)