Applying for a Fictitious Business Name sounds like asking for permission to lie on your tax return, but it’s just an odd formality required if you establish a business and give it anything other than your own name.
Last Friday, I got my made-up name approved, although there is one more hoop to jump through: I have to take out a legal notice in an Alameda County newspaper and run it once a week for four weeks in a row. This is the part I really don’t understand. What’s the point of having a fictitious name if you’re going to take out an ad to reveal your deception to the world? I guess I have a lot to learn about subterfuge.
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