How to Name a SaaS Startup (A Practical Step-by-Step Framework)

You have a great product idea. You've started coding. But you're stuck on the name.

It feels like every good name is taken. You check GoDaddy, and your favorite idea is a "premium domain" costing $25,000. You try another, and it's being used by a construction company in Ohio.

Stop guessing. Naming is not a creative fugue state; it is a process.

This guide gives you a founder-friendly framework to generate, shortlist, and validate a name in under an hour.

The Framework

Step-by-step naming framework diagram

Positioning: Define what the name needs to say.
Constraints: Set the rules to narrow your search.
Generation: Create a massive list of bad ideas to find the good ones.
Shortlisting: Filter by "viability."
Validation: Check domains, trademarks, and social handles.

1. Define Your Positioning

Before you brainstorm words, you need to know your "vibe." A security tool needs a different name than a children's game.

Write down one sentence that answers: Who is it for? and What is the promise?

Use this "Mad Libs" template:

"My product is a [category] for [target audience] that helps them [key benefit]."

Example: "My product is an email marketing tool for fashion brands that helps them create beautiful newsletters with AI."

Now, pick 2-3 "Brand Vibe" keywords:

Reliable / Enterprise (e.g., Salesforce, Oracle)
Fast / Modern (e.g., Linear, Vercel)
Friendly / Human (e.g., Mailchimp, Slack)
Descriptive / Literal (e.g., Dropbox, Substack)

2. Set Naming Constraints

Constraints breed creativity. If you can choose anything, you will choose nothing.

Decide on these rules upfront:

Max Syllables: 2 or 3 (ideal for memory).
Spelling: Must pass the "Radio Test" (if I say it, can you spell it?).
Extension: Are you okay with .io or do you demand .com?
Language: purely English, or Latin/abstract roots?

3. Generate 50-200 Candidates (The Fun Part)

Do not filter yet. Write down everything. You need volume to find quality.

Try these 4 brainstorming angles:

A. Compound Words (The "Facebook" Method)

Take two relevant words and smash them together.

Keywords: Cloud, Scale, Base, Signal, Flow, Zen,ify.
Examples: PayPal, Salesforce, ZenDesk, Cloudflare.
Why it works: Easy to spell, usually descriptive.

B. The "Modifier" Method

Take your core keyword and add a prefix or suffix.

Prefixes: Get, Go, Try, Use, My, The.
Suffixes: HQ, App, Lab, Box, Base, Hub.
Examples: Dropbox (originally getdropbox.com), Teamwork.

C. Abstract & Evocative (The "Heroku" Method)

Create a new word or use a metaphor. This is harder to market early on but builds a unique brand later.

Examples: Uber, Heroku, Slack, Amazon.
Tip: Look at maps, Greek mythology, or space terminology for inspiration.

D. Misspellings (The "Lyft" Method)

Drop a vowel or change a letter.

Examples: Lyft, Flickr, Tumblr, Scribd.
Warning: This is risky. You will lose traffic to the correct spelling forever. Only do this if you have no choice.

Pro Tip: Don't do this manually. Use an AI tool to generate lateral ideas. "Give me 20 names for a finance app that sound like 'fast rivers'."

4. Score Your Shortlist

Pick your top 10 favorites and run them through this rubric (score 1-5):

Pronounceability: Can users say it?
Memorability: Does it stick?
Relevance: Does it hint at the product?
Availability: Is the .com or .io available for <$50?

Throw away anything that scores poorly on Pronounceability. If people can't say it, they won't recommend it.

5. Validate Quickly (Legal & Technical)

Now you have 3-5 finalists. Time to kill the dangerous ones.

Domain Availability

Don't just check .com. Check .io, .ai, .co. If a domain squatter owns the .com but it's not an active business, you might be okay using .io (consult a lawyer). But if a competitor is actively using the .com, abort.

Trademark Check

You do not want a cease-and-desist letter in 6 months.

US: Search the USPTO TESS database.
Global: Search the WIPO database.
Note: You are looking for same-industry conflicts. A "Lotus" yoga mat company probably doesn't conflict with your "Lotus" database software.

Social Handles

Check twitter.com/yourname, instagram.com/yourname. It's not a dealbreaker if they are taken, but it's nice to have.

Conclusion: Use the "Bar Test"

Imagine you are in a loud bar. You tell your friend your startup name. Friend: "Wait, how do you spell that?"

If you have to spell it out letter by letter, pick a different name.

The best name is the one that removes friction between your user's brain and your URL.

Ready to find your name?

Skip the spreadsheets. Use our SaaS Name Generator to generate brandable ideas, check availability instantly, and find your perfect domain in seconds.