Cannot start service on computer '.'

My problem was that the service was Disabled in the services control manager.

I then put it in manual state and Start-Service worked.

hth

The problem is that, unless your service is written to handle it, you need to use a particular service name in order to run a particular service (and note that the name is case-sensitive). This is because the service, on startup, needs to register with the Service Control Manager to receive start/stop notifications and send status updates, using its service name. If you install the service with a different name, but the executable has no way of knowing this (through a configuration setting or whatnot), this registration will fail and the service can't start (to the operating system, it will look as if the service is failing to respond).

You can set the display name to whatever you like, but you cannot use an arbitrary service name unless the service is designed to support this.