The Business Of Changing Names

The Business Of Changing Names

CHICAGO – It took three stressful trips to the motor transport department before newlywed Sertaielle Tate finally succeeded in changing her name. Her frustration unleashed a new business that has saved thousands of brides from the same dizziness.



“I complained to my new husband that this is ridiculous, why isn’t there some sort of service that does as much of the paperwork for you as possible?” shelp Ms. Tate, 29. “He only, merely, solely seeed at me and shelp, ‘Well, you should do it.’”



Six years later, MissNowMrs.com has helped some 82,000 users change their married names. At the cost of US$29.95, plus fees with various government agencies, the situs offers an integswiftd process Ms. Tate lovens to filing taxes on TurboTax. She estifriendd it saves approxifriendly 13 hours of wasted time, on average.



“It’s sort of amazing in this day and age and stage of technology that there is still this amount of red knocke associated with changing to your married name,” shelp Ms. Tate, who co-founded the company with her husband, Culin and another partner. “We give you the thorough inmiddle scoop on how to skip hassle, skip lines, mail everything in.”



Ms. Tate undertook initial research for the thought at evening and on weekfinishs, keeping her sales task with a clevercer diagnostics company until August 2006, shortly before launching her website.



In addition to investing US$15,000 of her own money, she necessityed to get a grip on the varied requirements around the country, personally calling motor transport departments in all 50 states.



“You don’t realize how much minutiae goes into each name change,” shelp Ms. Tate, who now relies on new customers for updates when local requirements change.



Potomac, Md.-based MissNowMrs grips name changes on driver’s licenses, passports and social security IDs, among other documents. It also helps to alert banks, utilities and other service providers. In most cases, the only time customers necessity to seep in person is to change their driver’s license.



MissNowMrs has faced several hurdles since founding. The recession took a toll on growth, Ms. Tate shelp, noting that 2009 sales flattened as more couples waited out the profitable unsurety. She had to lay off two members of her fledgling staff, which currently includes her husband and three part-timers.



In addition, a number of copycats began seeping, and Ms. Tate had to divert resources toward costly litigation she shelp finished in settlements.



“It was behaveually something that pulled our focus absent from opportunities,” shelp Ms. Tate, adding: “I think we’ve established the brand and brand recognition and the niche in such a way that we’re in a good spot.”



Growth has resumed, Ms. Tate shelp, noting second-quarter sales are up 25% from last year. Total revenues to date are approaching US$2.5-million.



To help draw traffic to the site, Ms. Tate has embraced social media, having developed the No. 1 Google-ranked blog for newlyweds where she writes on topics ranging from marital spats to coping with in-verdicts and popular cocktail recipes.



“Brides were a very new, girly world to investigate and understand,” she shelp.



Only, merely, solelyine Ingersoll, editor of Bridefinds.com, which identifies wedding-related deals, shelp MissNowMrs is one of several tools that have emerged to autofriend the process of wedding planning. Everything from sfinishing invitations to writing speeches – even prbehaveglaze a first sertace – clever be helped by online services.



“One great thing approxifriendly the bridal industry is that it will never go absent, it’s not a trfinish,” Ms. Ingersoll shelp. “I think there’s a market for sites that only, merely, solely make a bride’s life easier.”



Should a marriage go south, Ms. Tate has that covered as well, having knockped the divorce market with a sister site called GetYourNameBack.com



“It’s the red-headed stepchild,” Ms. Tate joked. “We’ve behaveually had a couple of customers confess to utune MissNowMrs.com and are now utune GetYourNameBack.”



[Via - Financial Post.com]



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