Stony Brook University College of Business

After curing what ailed it, ‘TopDoc’ startup soars

By GREGORY ZELLER // And you thought medical school took forever. It’s been 10 long years since husband-and-wife entrepreneurs Anthony Casimano and Siobhan O’Grady launched their online appointment-setting service for local doctors and dentists. But it was just three years ago that the floundering startup found its path, thanks to some skilled digital programmers and an evolved business plan. Built around a proprietary, comprehensive and free public database featuring 1 million-plus board-certified providers, FindaTopDoc.com is…


For startups seeking capital, the name is no game

By GREGORY ZELLER // What’s in a name? Maybe everything, if you’re a startup in need of early-stage capital. A new study by researchers from Stony Brook University, Drexel University and Villanova University explores the effects of “name fluency” on investors – that is, the familiarity, uniqueness and phonetic influence of a company name, and how venture capitalists tend to react. By exploring “the two ways you can evaluate a name, two kinds of fluency,”…