Starting a business involves planning, making key financial decisions, completing a series of legal activities, hiring reliable employees and after all of this, the success of the new firm is determined by a few steps, which every manager must take into account. One of these steps is adopting a company name, the calling card of the business, taking into consideration the related tips regarding its selection. When talking about a company, its mission must be clear and easy to understand. Thus, the description of the main activity and the general environment must be also present in the business plan.