I decided to name my business with just my name because:

• I wanted to emphasize that you're not getting a generic service, you're getting access to my experience and expertise
• the goal of most web start ups is to sell themselves to someone bigger, at the cost of their current clientele. My ambition is to do exactly what I'm doing now, which is serve my clients.
• I've been around the Canadian non-profit world long enough that lots of people already know my name
• I'm not young, cool, hip and obscure, and neither are the websites I work on
• when I visit other web shops, the first thing I want to know is who is actually behind it - so I'm saving my visitors the hassle