What’s in a Name?
(How I Picked a Really Bad Name for My Startup)
Posted by Jeff Tomberg, founder of GroupValet, on March 19, 2025
Est. Read Time: 4 mins
Est. Read Time: 4 mins
When I started GroupValet, I had one goal: help clubs make group activity management easier. I wasn’t thinking about branding, SEO, or how many people would mistake us for a car service. I just wanted to solve a problem.
And then… the emails started coming.
"Hey Jeff, we already have a valet service, but thanks for reaching out!"
"Do you provide parking for private events?"
"Sorry, we’re happy with our current valet provider."
"Our valet left us hanging for tonight's event. My GM told me to call you - are you available on short notice?" (she hung up in frustration when I told her we don't park cars)
It was clear: I had made a mistake.
The Name Before the Name
What makes this story even funnier is that GroupValet wasn’t even our first name.
Originally, we launched as OrgMyGroup.
It wasn’t great.
First, it just didn’t sound right. It felt clunky. And then there was the acronym: OMG.
On one hand, it was kind of fun—something people might remember. On the other hand… not exactly the image you want when selling a professional product to private clubs.
So, I went back to the drawing board.
One name I really liked was Grouptopia. It had a great ring to it—a utopia for group management. Unfortunately, the name was already taken. So, it was back to brainstorming.
Why "Valet" Made Sense (At the Time)
I wanted a name that showed how we take care of managing your group for you. My next idea? GroupConcierge.
It made sense—after all, a concierge handles everything for you. But it had two problems:
1. Too many syllables. It felt long and clunky to say.
2. Too easy to misspell. I imagined frustrated members mistyping it constantly.
So I tried to think of synonyms for "Concierge"—and that’s when I landed on Valet.
A personal valet handles things for you, takes care of the details, and makes life easier. That’s exactly what GroupValet was designed to do.
The problem?
I fell in love with the name too quickly to fully think through the ramifications of using "valet" in a product name that had nothing to do with parking.
The Challenges (and the Unexpected Upside)
For years, this led to confusion—especially in sales outreach. Some clubs dismissed us immediately, thinking we were a parking company. Others hesitated, unsure if we had anything to do with actual club operations.
But over time, something interesting happened.
Members at clubs that signed up stopped saying "GroupValet" and just started calling it "the Valet."
"I signed up for that event in the Valet."
"Check the Valet to see if we have enough people for the match."
What I’d Name It Today
If I could go back, I’d probably choose something less likely to make clubs think I’m trying to sell them parking attendants. The ideal name would be instantly clear and easy to understand.
Take Groupon, for example. It’s brilliant.
✔️ It’s short, catchy, and easy to say.
✔️ It immediately tells you what it is—a coupon for groups.
✔️ It’s unique, but still intuitive.
And hey—at its core, Groupon is also all about groups. At least we have that in common!
If I could go back, maybe I would have called it Grouptopia (if it hadn’t already been taken). But at this point, GV is its own brand.
Lessons Learned (So You Don’t Make the Same Mistake)
If you’re naming a product, think beyond your own logic. Ask:
✔️ How will people interpret this at first glance?
✔️ Does it create any unintended assumptions?
✔️ Could it be confused with something completely different?
Most importantly, a name doesn’t define a company—its reputation does. GV is now a trusted name in club engagement (even if a few people still think we park cars).
Just like Kentucky Fried Chicken became KFC, GroupValet has grown beyond its original meaning. It’s become its own recognizable brand.
And just like KFC, people naturally shortened the name—now, many people simply call us GV.
So while I still get the occasional mistaken reply about car services, I wouldn’t trade what the brand has become.