I do E-Waste. I started my computer sales/service shop first, though. I bought computers from an electronics recycler about 2-3 hours from me. They always tried to pull funny business on me, so I started becoming smarter and smarter. I ended up getting to the point where I started wondering why I was buying common, run of the mill desktops.
So, I came up with a company name and started advertising. I had others do my radio ads, and even went as far as having someone from the radio station do my voicemail message.
I didn't want the man to know I was competing against him until I could completely sever ties.
That was two years ago. Ironically, I don't think he knows about me yet.
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I needed a name. I wanted something unique that he'd never suspect. Something that could be anyone- something that could be interpreted differently. I talked with a friend who runs a computer store on the other side of the country. Somehow, we started talking about cars. She likes to drive the classics.
She drives one of these frequently:
http://www.matadorcoupe.com/images/matador_ad_s.jpg
It's an American Motors Matador Coupe. I like AMC stuff for their quirkiness (Have never owned one), and figured "Why not".
Not too exciting, but hey, it's a name. Plus, my competitors don't even know that I've been competing! ;)