Especially when starting a new company, it's critical to begin with the domain name.  Often the availability of the domain name affects what the actual name of the company will be (if an excellent match between the two is desired). 

Overall, the key is to pick a domain name that is as short and relevant as possible for a couple of good reasons.  A long domain might not fit on your business cards attractively (among other places) and a prospect typing it may be more prone to a typo and never find your site!

Service Charge:

• $35/year, 2 years recommended, includes research of available domain names, consultation on the best name that meets your needs, and registration of that name.