In most states you can freely run a business under your own name, and if you'd like a business name to be simply an alias for yourself (not a separate legal per

In most states you can freely run a business under your own name, and if you'd like a business name to be simply an alias for yourself (not a separate legal person) a Doing Business As arrangement is trivial, fast, and cheap. But the whole point of a company is limited liability, an entity which can own property, sue and be sued, etc. separately from its collection of owners.