I filed my DBA (doing business as) application last night. I opted to use a third-party (legalzoom), hopefully the process goes smoothly. If not, I'm sure you'll hear about it shortly =)
I chose to file the DBA as a sole proprietor versus incorporating because I decided that I'm not quite there yet but wanted to make a solid move that will more than likely spur more action! So whether I decide to make & sell or go the shop route, once approved, I would be able to conduct business under a different name. I'm thinking that I would eventually change the business structure to an s-Corp - but that's way down the road.
Fictitious name will be revealed once my application gets approved - I don't want to jinx it.