It depends on how you want to deal with it. If you register as an obcz with its own virtual shelf then you can get eternal free wings for that shelf if you ask the support for them. That will make sense if you will register books that should not appear on the lilapot-shelf for some reason. But you can also just establish a release zons and ask the support to mark it as an obcz. Then you will see it marked with a globe on the go-hunting-page.
Ah, so should I start a different account for it under the business's name as a crossing zone?
You can but it's not obligatory. You can also run the OBCZ from your current account. If you make a new account, you'll need a second email for it. To get free wings it should start with OBCZxxx where xxx is then the name of the zone. Accounts have max 15 characters and no spaces. Important is to email support after you released your first book there with the information of the place, so it can be marked as official zone. See also http://www.bookcrossing.com/---/promote