As if having an awesome product isn't hard enough:A study published in the peer-reviewed academicjournal Venture Capital has found that a startup'sname can seriously affect how a company isperceived by investors.
Names are easily pronounced, such as Uber andLyft, are preferred by both early and late stageinvestors. They tend to be offered more money,whether its through crowd funders, angel investors,VCs or IPO investors.
Uniqueness is also virtue, but only with early-stageinvestors. The study found that since very little is known about a company in the early stages,unique names give the impression there is something special about the company.
Difficult names "evoke cues of unfamiliarity and create a perception of high novelty, whichis valued by these pre-venture stage investors," according to the study.
But don't go registering for that unintelligible URL just yet: The novelty wears off by laterstages, when unique names can make investors feel uncomfortable.
Think about now-shuttered companies like Xobni, which was purchased in 2013 by Yahoo for$60 million, before being shut down just one year later. Then there are other departed startupslike Oooooc, and Bawte.
There is just not much of a benefit to having a unique name in later stages, according to thestudy. Investors looking at a company after it's proven to be successful - around the time of anIPO, for example - care more about accurate valuation, so linguistics have less of an impacton financing outcomes.
These results came from researchers in the business schools at Stony Brook University, DrexelUniversity, and Villanova University, who conducted a two-part study which analyzed how namesaffect funding. In the first part, the researches looked at 131 crowd-funded projects. In thesecond study, the researches analyzed 1681 IPOs.
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