If Robert Scoble thinks he found examples of poor startup marketing (Startups: your web site sucks) he ain’t seen nothing.  How about picking a name that almost actively drives visitors away?

A few months ago Ben Kepes drew my attention to Viisibility, and I promptly called out their really poor naming:  how can they call their supply chain company Viisibility when there is already an ERP business named Visibility?

Now a friend who’s watching TechCrunch50 on site tells me he likes FairSoftware.  OK, let’s check them out… what is so innovative about Fair / Trade Show management software, and it does not even appear to be a  startup!

Hm… but Crunchbase says:

FairSoftware is the place to start and grow a virtual online business. It only takes a few clicks for software developers and website publishers to incorporate, hire and share revenue with other project members.

…

Bloggers, designers and developers can use FairSoftware to grow their business by working together online, without having to deal with the complexity and limitations of traditional corporations.

What’s wrong here?  They picked a name with only the .net domain available: fairsoftware.net .  Not too good… but perhaps not the end of the world – unless the .com version belongs to another software company.  Now it’s a disastrous choice.  Unless, of course if they already have a deal to acquire that domain.

Update: iCharts is another one with the .net domain only, but it’s by far not as bad as FairSoftware.  icharts.com does not appear to be a real business, just a parked domain whose owner is probably holding out for a high price.  Hm… will they buy it?

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