Choosing your Web 2.0 domain name
Here we go then ...

1. Get the .COM - if you can't because someone has it and you can't afford to buy it from them then be certain that they won't be a likely competitor down the line. Durex condoms aren't a competitor to Durex Bricks so customers won't get confused.

2. So if you've found a .COM you like you now *must* get the .NET, and ideally the .ORG too - for if you don't some phishfarm might. Domains are cheap, your reputation isn't.

3. Then think about where you are operating. You're "Web 2.0" right? So that means one domain is fine world-wide! Nope. You need to act globally, think locally (as the saying goes) so you'd better check you can get the .CO.UK, .DE, .FR, .ES. CZ, .CA and whatever other countries you want to expand to in the future. Again, they are cheap to buy now but what do you do if someone else buys the domain before you get there? You lose out, that's what.

4. So you've now got "One name to guide them and One name to be found by them and One name to rule them all". Maybe. Maybe not. How do you spell your wonderful new domain name? Is it, for instance, spelt the same in British English and American English? (that doubled your number of domains, didn't it!) How about localising it in languages? Might that be sensible too? Worth a euro, shekel or dinar or two?

5. Then there are your detractors. Safety first again and buy "domainsucks" in a few TLDs, just to protect yourself from your own success.

Now you're cooking ... ;-P