The business name is significant. A lot of people can start using your services or buy your products because they like your name. I was thinking a lot about a business name. I tried many variants until I found one that I wanted the most. When I found my investors, they said that they would invest in me only if I changed my business name. They argued that it is too complicated, and people don't like such long company names. This is why I had to spend time again creating a short and attractive business name and change it in all software I had from innovation-park.eu to start it.