Lemons is in beta testing! We are working out the kinks and now I need to set up an Apple developer account so I can test directly on my iPhone from this platform and get prepared for the official Apple App Store review process. This should be a breeze!
Problem #1: DUNS number
Before I even started the Apple developer account registration process, I got stuck on the first page. The checklist mentioned a DUNS number- which I do not currently have. So, I researched how to get a DUNS number from Canada, filled out the form on the DUNS & Bradstreet website and now I’m waiting. BUT, I checked the Apple developer site again today and apparently the DUNS application can go directly through Apple as part of the developer sign up process. So I think I’ve lost over a week on this already. And I’m not sure if I should reapply for DUNS through the Apple developer site or just wait…but the wait time seems to be weeks. And I didn’t even get a confirmation email from D&B.
What to do? I guess I will just reapply for a DUNS number via the Apple developer site tomorrow. Can’t hurt to have multiple attacks on this?
Problem #2: Company Name
Next, there is the question of what company name to list the Lemons App under. I don’t want it listed under my personal name (which is an option), so I need to list it with a company name. I can easily use my consulting company name–but it’s not a name I would choose to go with the app from a marketing perspective. Also, is the Lemons App on brand for my serious enterprise marketing software consulting services?
The easy solution for this would be to register an official Doing Business As (DBA) name, right? So, I spent $30 to register Squeeze App Corp. (which is on theme with Lemons). BUT apparently Apple doesn’t like DBAs. There is potentially a loophole where you can choose to use a Company name that is an official DBA as long as your Seller name is the official legal name. But, if you have 2 names listed on your app profile in the store–isn’t that confusing? If the DBA is registered legally, why can’t it be the seller name?
Another very simple solution to this problem would be to register temporary names for the account set up and testing process and work out the official names by launch time. BUT no! Apple is one step ahead: once you choose the company name, it’s permanent.
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A more complicated option is to start a new company with the legal and company name that I want. Clean and simple. EXCEPT that is a huge pain. And, since this is a free app right now it doesn’t make sense to pay to incorporate another company, then deal with all the reporting, accounting, and filing of documents.
What to do? I’m leaning towards using my consulting company name as both Company name and Legal name OR registering a new DBA name that is closer to the legal company name so it’s not as confusing as having 2 unrelated names on the app profile.
Current situation
Confused and feeling stressed about this holding me back time wise. I just want to launch my app 🙁
Something tells me there is more of this to come…
What would you do?