If you can find a name that will roll naturally with the services or products that you are offering, that would be a good business name assuming no one else has registered that name. It's quite common among new business owners to use a part of their name or a combination of their family members' names. Some would use names that are based on the vision and mission of the new business. Some create business names out of the revised spellings of traditional words like for instance Elev8 for Elevate. Some capitalize on popular films or ideas. I've seen a water refilling business with the name Harry Water (from Harry Potter).