Since cancelling the project with the developer we'd selected, Brad and I have had numerous discussions as to what we should do next. Fortunately, the developer hasn't challenged the cancellation - otherwise we would need to go into arbitration with Rentacoder. Currently we're tightening up some aspects of the specification so that the architecture and design style required is more obvious from the outset. There's no question that it was clear last time but we're wondering whether the developer might have overlooked it when bidding on the project.

On another front, we've decided on a new name for the website - WOMOW - which is an acronym for Word Of Mouth On the Web. This idea came when writing part of the business plan. I was describing other websites around the world that already exist and are based on rating products or services in some way. I referred to them as Word of Mouth on the Web and then abbreviated this to WOMOW. When I sent this draft through to Brad, he saw the potential to use WOMOW as a name.

At first I was a bit skeptical as I'd grown attached the working name of SmileFile so we decided to do some rudimentary market research and quizzed various friends and family about which name they preferred. At one point we had a group of friends over for dinner and individually took each of them aside to run through the concept and then presented them with the two name options. Interestingly, the few people that previously knew of the SmileFile name preferred that one, while almost everyone that were presented with the two names for the first time preferred the WOMOW name saying it was more memorable. In the meantime we also found out that we could fairly easily secure both the .com and .com.au domain names for WOMOW - so the decision was made. We’ve changed the company name that we had registered and officially locked in WOMOW.