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One thing you’ll inevitably run into is how poor online data is for classifying what companies actually do—information you’ll need when you’re trying to find investors who invest in your space. People with pocket protectors call this classification “industry taxonomy.” Government agencies use a rigid structure of organizing and labeling business called the North American Industry Classification System (NAICS). But startups and venture capitalists tend to use more informal language when describing their companies, like “B2B” (business-to-business) and “media.”