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A comment on Ask HN: For those building 'microstartups' – how do you manage payments?.

Re:Ask HN: For those building 'microstartups' – how do you m... by tacostakohashi on Tuesday March 09, 2021 @12:19PM (#26401007)
You can use business name that is different from your own name / company name without incorporating a new entity each time.

https://en.wikipedia.org/wiki/Trade_name#United_States, also google for "doing business as" / DBA.

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