I would be sure to do my SEO research to pick my niche and find a name for my business that people are really looking for (using some free internet tools like Google Free Keyword and Magic wheel,) . . . and that is just the beginning! Naming your Business is critical - Be choosy, take your time, and most importantly - Do your research AND your homework! Know who you are competing with and if it's too strong on competition then look for a niche that you can compete in by looking at long tail keywords (best dog bathing versus dog walking for example). There is a ton of free information on the internet, but don't buy a bunch of shiny crap - use the free tools already out there instead to get yourself started. And pick something you love to do, because if you aren't the one who ends up getting, "filthy stinking rich," then - at least - you are doing something that you love! I have written hubs on this exact thing.