first come up with a LOT of possible names.... Don't just think of one name, and stick to that. Think also what kind of image you want your name to convey.... Brainstorm.

Next, I would also check to see if the domain names are available.... That would affect which name I picked. (In your case perhaps that doesn't matter as much since you already have a web site - but it still should matter if you want to have a web site one day for your "general" overall business.)

After I had narrowed it down to a few possible names, then I'd start asking feedback from those around me.... Anyhow, that's how I'd go about doing it. Start with a LOT of possibilities, check if the domain names are available, narrow the names down to a few, and get some feedback....

It's not a "science" but I hope that helps....

- Dien Rice