Question

Topic: Taglines/Names

Name For Office Software Training Company

Posted by Anonymous on 8/24/2010 at 10:33 AM ET 250 Points
Primary market: Businesses/Corporations with no internal training team/department

Secondary market: Out of work individuals/college or University students looking to upgrade their skills before entering the market place.


Key business attributes: Office productivity software training that is relevant and useful to your business. I bring a travelling lab to you (office, school, etc), allowing you to avoid the time and cost associated with travelling. I offer 1 on 1 training or in groups of up 5 people at a time.

I have preset courses for MS Office Suite at three different levels (beginner, intermediate, expert) as well as am able to custom design training sessions to fit your needs. I also offer consulting services to set up templates, or work through issues that are specific to your company.

I was just considering using my initials + training (i.e. MJK Training) but would like to explore options that are a little more interesting and own-able.

Requirements: URL must be available (I’m in Canada, so at least .ca if not .com but preferably both), must be easy to remember/spell, etc. I would ideally like the name to be able to portray what the business offers (at one glance understand that I offer training solutions).

Thanks!
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RESPONSES

  • Posted on 8/24/2010 at 8:52 PM Accepted
    Selling training solutions is like selling quarter-inch drills when your customers want quarter-inch holes. What important problem are you solving? Solutions to WHAT?

    The name should communicate a benefit of some kind ... your positioning benefit ideally. So what is it?

    You might also want to limit your target audience to those within, say, 100 miles. Canada is a big country.

    The more specific you can be about what you do and who you're targeting the better able you will be to make a relevant and important benefit promise.
  • Posted on 9/2/2010 at 8:10 AM Author
    Sorry I haven’t responded earlier, I wanted to really think about what you’re saying. Thanks for the feedback.

    Sorry if I wasn’t clear. My intention is to offer training courses in Microsoft Office programs (and others). These will be in house training courses (not over the internet, etc).

    Regarding location…yes, of course I’m targeting my local area, as this will involve me travelling to their location (if anyone’s interested, I am in the Greater Toronto Area). I however, do not want my company name based on this location. What if I decide to pick up and move next year? What if I grow to expand the company to all of Ontario, or out West? I don’t think there’s any advantage to restricting my company name to a specific location.

    I understand what you are saying about focusing on a specific target market, and that’s why I’m targeting companies (as opposed to individuals, students, etc). But I again, don’t feel that I should be limiting my options based on my target audience. For example, I don’t want a name like “Old Fogey Training” or “Corporate Training”, as this would limit me to only that market. I want to be sure that the name gives me room to grow and evolve the business. If I had to pick a more specific market for the purpose of this exercise, I would say Companies with between 50 and 500 employees, who obviously use office software in their day to day work. I pick that size only because smaller companies don’t usually have a training budget or the time, and larger companies usually have in house IT training.

    I think the specific targeting comes into play when considering advertising more so then when naming. I just want my name to be appropriate for multiple audiences. (I currently work for a CPG company, and while our brand names certainly are designed to appeal to a target audience, they in no way limit or exclude the wider population).

    Again, thanks for the help! Let me know if you need any more information.
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