Anytime you name a business, and choose to NOT use your own name, there are 3 questions you want to ask yourself.
1) is it STICKY
2) Is it readily recognizable with your business focus?
3) what image does it project immediately into the customer/potential customer's mind?
Meet all 3 well, and you have a winner of a name.
Fail one, and you're screwed.
I've launched 5 startup businesses, only 1 was successful, and even that one tanked when the economy did.
Why was it successful?
Because even though I was in the middle of the listings in the yellow pages, my name met all the above criteria, and I was the ONLY game within 500 miles doing anything remotely resembling my business model.
Treecyclers, LLC- making your trees from your yard live forever as custom furniture in your home.
So, every time someone would have me remove a tree, I would find a dry branch, and make them a pen from it, then have them sign the contract with it, creating a psychological link between the tree, the pen, and pleasure center of their brain.
Which, in turn, persuaded them to buy furniture made from their tree, which put even more money into my pockets.
People got a kick out of me spray painting their name on the side of a log in huge orange letters, and an even bigger kick when I emailed them pix of their tree all sliced up into lumber.
So, think on it,, and ddetermine your basic direction as a business.
What equine groups are in your area? What are the most popular disciplines?
Whats your favorite horse breed?
Favorite color horse?
If I were to do what you're doing, I would name my biz "Painted Cactus Equine Services", as I love paints, we're in the high desert with a lot of cactus, and equine services is what we "do".
One thing to be very careeful of, is that your business initials don't spell an acronym or abbreviation for something nasty.
Here's a couple I have seen:
Andy's Super Shine Car Wash
Fred's Air and Thermal (ac company)
You get the picture....lol
I RIDE, THEREFORE I AM
COWBOY UP OR GO CRY IN THE TRUCK