Author Archive

We’ve packed up and migrated!

July 10, 2008

We have shifted ourselves over to our new home at – thanks to all the fans of the early edition of our blog here at codenameplannr!

We will not be posting here anymore, so keep up to date at

See you all there real soon 🙂


And we present to you… PocketSmith!

June 27, 2008

So we finally have a name that we can be proud of, rally around, and generally pimp to the world at large. After an extremely long process, PocketSmith was struck upon by Jason after some intensive brain storming with his (far) better half evil arch nemesis.

Our brand name has got to represent the most important qualities of the product and the value that it add to our users. It is extremely easy to cram a buncha descriptive words together and wack a .com at the end of it, but we need to take thing a step further in order to communicate more about what the brand represents, and get some feeling to it!

This is not to say the brand has been developed. Now with a name that has a whole grain silo load of connotations with it, the fun part begins. We can now progress with developing the message and feel that we and our product are going to present to the market; making the PocketSmith brand whole.

We found that this one little nugget hadn’t been squatted upon, and we could secure the domain name. So now we have our domain, email all rigged up, and are ready to be moving onto the next phase in our brand development.

Big things!

Squat that domain, squat it good.

June 24, 2008

So in the throes of finding an exceptionally excellent name for our product, we have been trawling domain names fairly extensively. This is one of the most frustrating processes that I have ever undertaken, simply due to the blight of domain squatters slaughtering the quest to be able to find that perfect name, describing both what we are building and the values that we are bringing to the table.

Domain squatters take it upon themselves to purchase domain names in bulk, combining either words or misspellings of common words and brands, and buying the .com domain at least – often when registration of such a name lapses. Then they hold these, displaying links to feed traffic off to other “search portals” like itself, or generate revenue through cost-per-click “sponsored listings” from third-party providers. Apple were clever enough to buy, however they didn’t quite catch in time (no way do I want to link to icky-yucky pages like that).

Three key problems here:

  1. Some internet users who are slightly less savvy may believe that these “Search Portals” will actually lead them to the information they seek, whereas they at the very least will send them in a frustrating loop; reducing the positive user experience of the internet internet for that user
  2. Legitimate start-up companies are forced to second guess every name due to domain squatters turning gold into a dirty ol’ link farm
  3. Existing brands whose value is damaged by visitors being sent to a pop-up ridden search portal due to a mis-type. This has got to have an impact on brand perception, no matter how small. But not relevant to us. Yet.

Many of these companies of course offer these domain names for sale; this is one of their revenue models. For example, the owners behind would be making a fair bit of money should Apple decide that they must purchase this domain – having said that they probably make a bit of money off the ads clicked by visitors. So a win-win then.

A startup is not able to afford the massive sums that these squatters ask for. We hit upon a name, a moderately good name, and saw it was squatted upon like so many… I’ll leave that one there. Clicking the “Enquire about purchasing this domain” presented the information that the minimum offer was $500 US. So hey why not give it a shot? Surely it would be near the mark; this was no

The reply came back and said the selling price was $10,000 US. For a moderately good domain name. Sure, please take away a substantial chunk of our hard-saved seed capital for what is only a moderately good domain name. Please do.

So why don’t we go for a .net or a .info? Aside from the grotty Microsoft connotations of the former, most people will “default” to a .com and we wouldn’t want people to end up at a link farm in trying to get to our site. But more on this later.

So for now, we’ll keep right on searching and cursing.

And so it begins…

June 23, 2008

So yesterday we organised to meet this morning at half past eight for the first full day of our new, kick-arse, three-musketeers-taking-on-the-world type company.

As you probably don’t know, being up and active starting at 8:30 is something that I have always difficulty all my life. I firmly believe that this was also the case when I was an infant as well. So at around 9pm last night I had every intention of instilling a new, early-to-bed, early-to-rise ethic into my life; especially as now I would be working on something that I am extremely passionate about.

Of course, my slumber addled mind blindly switched off my alarm come 7:45am. Obviously this has something to do with the fact that in my excited state, I ended up staying up until 1:30am tinkering with rails

Anyway, it is all on now. Keep an eye out for the ramblings here to stay up to date with progress on codenameplannr.

But, for now, I think that 10am is a more reasonable starting time. Call me a vampire if you wish, but for some reason everything clicks for me past the midnight hour… and I think these guys may just have to get used to that 😉