Sunday, November 17, 2013

The Business Of Changing Names

Crazy Startup Of The Day -
CHICAGO – It took three stressful trips to the motor vehicle department before newlywed Danielle Tate finally succeeded in changing her name. Her frustration unleashed a new business that has saved thousands of brides from the same headache.

“I complained to my new husband that this is ridiculous, why isn’t there some sort of service that does as much of the paperwork for you as possible?” said Ms. Tate, 29. “He just looked at me and said, ‘Well, you should do it.’”

Six years later, has helped some 82,000 users change their married names. At the cost of US$29.95, plus fees with various government agencies, the website offers an integrated process Ms. Tate likens to filing taxes on TurboTax. She estimated it saves about 13 hours of wasted time, on average.

“It’s sort of amazing in this day and age and level of technology that there is still this amount of red tape associated with changing to your married name,” said Ms. Tate, who co-founded the company with her husband, Culin and another partner. “We give you the complete inside scoop on how to skip hassle, skip lines, mail everything in.”

Ms. Tate undertook initial research for the idea at night and on weekends, keeping her sales job with a cancer diagnostics company until August 2006, shortly before launching her website.

In addition to investing US$15,000 of her own money, she needed to get a handle on the varied requirements around the country, personally calling motor vehicle departments in all 50 states.

“You don’t realize how much minutiae goes into each name change,” said Ms. Tate, who now relies on new customers for updates when local requirements change.

Potomac, Md.-based MissNowMrs handles name changes on driver’s licenses, passports and social security IDs, among other documents. It also helps to alert banks, utilities and other service providers. In most cases, the only time customers need to appear in person is to change their driver’s license.

MissNowMrs has faced several hurdles since founding. The recession took a toll on growth, Ms. Tate said, noting that 2009 sales flattened as more couples waited out the economic uncertainty. She had to lay off two members of her fledgling staff, which currently includes her husband and three part-timers.

In addition, a number of copycats began appearing, and Ms. Tate had to divert resources toward costly litigation she said ended in settlements.

“It was actually something that pulled our focus away from opportunities,” said Ms. Tate, adding: “I think we’ve established the brand and brand recognition and the niche in such a way that we’re in a good spot.”

Growth has resumed, Ms. Tate said, noting second-quarter sales are up 25% from last year. Total revenues to date are nearing US$2.5-million.

To help draw traffic to the site, Ms. Tate has embraced social media, having developed the No. 1 Google-ranked blog for newlyweds where she writes on topics ranging from marital spats to coping with in-laws and popular cocktail recipes.

“Brides were a very new, girly world to investigate and understand,” she said.

Justine Ingersoll, editor of, which identifies wedding-related deals, said MissNowMrs is one of several tools that have emerged to automate the process of wedding planning. Everything from sending invitations to writing speeches – even practicing a first dance – can be aided by online services.

“One great thing about the bridal industry is that it will never go away, it’s not a trend,” Ms. Ingersoll said. “I think there’s a market for sites that just make a bride’s life easier.”

Should a marriage go south, Ms. Tate has that covered as well, having tapped the divorce market with a sister site called

“It’s the red-headed stepchild,” Ms. Tate joked. “We’ve actually had a couple of customers admit to using and are now using GetYourNameBack.”

[Via - Financial]

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