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Business Info

What does your company do?

We shine shoes. Customers drop off shoes at a dry cleaners, we shine them, then they pick them up.

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

Yes. The company name should work as a URL also without the use of dashes or other special characters.

Target Audience

What is your industry?

Retailing

Describe your customers

Our customers care about image and how they look. They are willing to spend money on cleaning their clothes and having their shoes shined. These are professionals who are judged by how they look, and they look at other people's shoes to make judgements about them. How your shoes look says a lot about who you are. This is an extension of their personality and status in life.

Our customers are also used to wearing a uniform of some kind. It may be a suit and tie, or maybe a more formal uniform like a policeman. They dress differently for work than they do at home.

They also take care in selecting the shoes that they wear.

As busy people, they don't have the time or expertise to clean and shine shoes. We do that for them as a service. Shining shoes can be dirty work, and the tools used to do the work isn't in most people's homes. Also it can stain your hands, so our customers prefer to delegate this task to a professional.

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

Service, Quality, and Speed

List the names of your top three competitors

We have 3 competitors to our service. The biggest will be people who shine their shoes at home, so in essence, we are competing against the customer. Our 2nd competitor is a shoe shine man in the local airport. He usually wont operate with a business name. The 3rd competitor will be a shoe shine man in the lobby of a large hotel who also doesn't have a business name. It is an unusual marketplace in that way. It is highly fragmented, and there currently isn't a national chain that offers shoe shine service.

Style and Concept

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

The spirit should be unique, memorable, and catchy if possible. While we have a business, we operate inside of a dry cleaner primarily, so we want people to still identify with us through a memorable name.
Feel free to try whimsical or fun names.

Are there any words or phrases you especially like or hate?

It seems obvious that "shine" would be in the name, but it would be preferable to not use this word if possible. Don't avoid it completely, but lets see what other options are out there.

Do you have other info you want to share?

Feel free to use nonsense words like "Freybo" which have no meaning, but we could add "shoe shine" or something to the tagline. In this way, we can create a new business name that is fun and make it mean something.

Shoe shine in the person's mind is usually an elevated customer who sits in a big chair with a man bending over shining his shoes. Also it will be a man with a box who bends over to shine shoes.

Buffing is also a part of shoe shine. Shoe shine is always done by hand, usually using a rag, spray bottle, and shoe polish. Also shoe shiners will "pop" the buffing rag when they are shining a shoe for a customer.

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