Yes, I totally agree. It is important to do this early on. Also, make sure you can buy the domain name, because this is really important for your google rankin

Yes, I totally agree. It is important to do this early on. Also, make sure you can buy the domain name, because this is really important for your google ranking. Also, I would prefer to use a name which does not have any meaning. In this way, you'll never have problem with semantics. Think about the problem of Nokia's new cell phone Lumia ;-)