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Business Info

What does your company do?

We are launching a first time alternative credit and equity investment fund focused on the lower middle market - making directly debt and equity investments into companies with less than $100 million of revenue and that are likely to be founder-owned / owner-operated.

Do you require that a .COM or other URL be available for the new name?

I require that a .com with the exact name submitted be available

Target Audience

What is your industry?

Financial Services

Describe your customers

Likely "customers" are men in their 40s to 70s that own and/or operate businesses in the industrials and services industries. Businesses will be based in the US but could be located anywhere w/in the country.

What 3 things do you want your company name to communicate to your customers?

Reliability / trustworthiness, humbleness / humility, and Midwestern values

List the names of your top three competitors

Bay Capital Investment Partners, Tuckerman Capital, and Merit Capital

Style and Concept

What character, tenor, or spirit do you wish to convey?

We are professional, tenacious, trustworthy, experienced, honest and reliable. The two founding partners are both from the Midwest (~Chicago and Lake Geneva), have been friends for a long-time and have a great rapport together. We respect and appreciate the lifetime of effort and work business owners have put into their companies, and that is evident in our approach to investing in their businesses and our work together with them throughout the investment.

Are there specific words or phrases you do not like?

Not a huge fan of "latin" terms and phrases, or "greek/roman" gods, which many investment firms are named after.

Are there specific words or phrases you like?

We originally liked nautical / sailing themes, along w/ mountaineering or some other connotation of strength, tenacity, forward progress, solid foundations, teamwork, etc. We aren't wed to anything at this point, though.

Do you have other info you want to share?

none

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