Hey Mike,
One consideration you may have when choosing whether to pursue a business name versus using your own would be your ability to protect it. Trademarking, whilst important in the long run, is a big headache and expense in the beginning of your business.
If you start operating without a trademark, I would suggest speaking with a local IP lawyer to at least advise you on what types of protection you can put in place should someone choose to start using the name when it gets popular - forcing you to contest it.
Good luck with your new venture!
kindest,
larryO