A startup's name can hugely affect investors' perception of the company, according to a study published in Venture Capital Journal. "A company name could be linguistically fluent, that is whether a name appears to be realistic and familiar, or phonetically fluent, that is whether a name is pronounceable. These variations could lead to varyingfinancing outcomes."
High phonetically fluent names", which means easily pronounced names such as Uber and Lyft, are preferred by pre-venture investors. This is because such names could elicit favorable impressions. "Low linguistically fluent names", which means unique or difficult names, are also preferred. According to the study, difficult names "evoke cues of unfamiliarity and create a perception of highnovelty, which is valued by these pre-venture stage investors."
Easily pronounced names stay popular among late stage investors. However, there is not much benefit to having a unique name in later stages. "The noveltywears off by later stages, when unique names can make investors feel uncomfortable," says Business Insider, "Think about now-shuttered companies like Xobni, which was purchased in 2013 by Yahoo for $60 million, before being shut down just one year later. Then there are otherdeparted startups like Oooooc, and Bawte." When a company is proven successful, say around the time of an IPO, what investors care about more is an accuratevaluation.
容易发音的名字也受到后期投资者的欢迎，不过独特的名字到后期就没多少好处了。「新奇感到后期逐渐消失，此时投资人反而对这样的名字感到不安。」Business Insider 提到，「想想已倒闭的公司，Xobni 2013 年被 Yahoo 以六千万买下，一年后就被关闭。还 有其他往生的新创公司像 Oooooc、Bawte。」当一间公司已证明成功，比如即将上市，这时投资人更在意的是估值準确与否了。
The results above came from a two-part study conducted by business schools at Stony Brook University, Drexel University, and Villanova University. The study analyzed how names affected funding. 131 crowd-funded projects and 1681 IPOs were analyzed.
以上结果来自石溪大学、卓克索大学、维拉诺瓦大学商学院所组织的二阶段研究，分析公司名字对融资的影响。分析针对 131 个群众募资专案和 1681 间上市公司进行。
1. Wear off 磨损; 逐渐消失
The medication is wearing off. 药效开始减弱了。
2. Departed 逝去的
比 dead 委婉的说法，意思是灵魂脱离肉体， 往另一世界去了
We're all gathered here for our departed friends. 我们为了已逝的朋友聚集在此。