Online Marketing Consultant.

Editor of the TechCrunch UK & Ireland website, Mike Butcher has seen many start-ups come and go.

In this interview Mike reveals the most unforgettable start-up name he has come across and reveals which dot.com he would have conceived if he could go back in time!

Is it me or do start-ups seem to have similar names?
What can I say? Most good names have gone; at least in English. This is why you see common “misspellings”, like Digg.com.

I am also increasingly seeing more EU-based start-ups use .eu. Another favourite is .tv.

What’s the most unusual or unforgettable start-up name you have come across?
iliketotallyloveit.com - German startup.

What would you say makes one start-up more successful than others operating in the same space? Is it the technology, branding, marketing strategy or a mixture?
It completely depends on circumstance. If you have no unique intellectual property - like an amazing new technology - then your only other USP is speed to market share.

Which start-ups have amazed you with brilliant marketing techniques?
Now and again you see funny virals. But most start-ups are bad at marketing, or just not old enough to do it well.

And why should they? Marketing is for dull old businesses. Start-ups should - and usually do - compete on merit.

Are there any start-ups that you have been sorry to see go?
Yes, but usually you find out later that there was some fundamental flaw which meant they were doomed to fail.

Many were too early to market, or their founders were just out and out crap. Shit happens.

And finally, If you had the chance to go back in time, what internet brand would you have launched?
PlanetAll.com. It had many of today’s start-ups contained within its business model.

It had a big exit, but if it had been managed right it would be like Facebook, MySpace and Google wrapped into one today.

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