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A Sydney-based startup that’s raised close to $1 million in funds wants to make it easier for Aussie entrepreneurs to harness the Ideas Boom by reducing the amount of necessary paperwork to start a business.
“A rose by any other name would smell as sweet,” the Bard of Avon wrote, memorably. But it is not a spirit that is widely imbibed in the world of business. The easier thing is to simply copy the name, or, shall we say, brand. Just what is the importance of a business name?