I've always liked the word project when talking about startups. The word inherently conveys the idea that you're building up to something that will exist in the

I've always liked the word project when talking about startups. The word inherently conveys the idea that you're building up to something that will exist in the future (in Latin it means "throw forward"). It gives you the flexibility to change and evolve. "Company" feels like something established and somewhat static.