Naming your business is akin to naming a child or getting a tattoo. It’s (almost) permanent and changing it requires a huge effort. So, it’s best to do it right the first time. A good name is memorable, gives your target audience an indication of what your business does, and performs a hefty portion of the promotion and marketing for you.
A bad name is forgettable, confusing, and causes you to spend advertising money clarifying what your business does.