60 second start-ups: Diabetic Hampers

Giles Peters may be youthful - but can he take the heat from a Smarta grilling?

0-5 seconds: Sum up your business in a sentence

DiabeticHampers.co.uk is the largest retailer of sugar-Free gift hampers in the UK.

5-10 seconds: What's the business model?

I decided to start the business when I couldn't find enough products for a Christmas gift hamper for my uncle.

Online niche retailing with affiliate scheme and partner sales.

10-15 seconds: Who are your competitors?

Online organic food stores and sugar-free retailers. Some high street stores have also been known to put out the odd diabetic hamper.

15-20 seconds: What's your USP?

A large range of sugar-free hampers suitable for the ever-growing diabetic population

20-25 seconds: How have you funded it so far?

I initially started the business at 17 year old using money I had made from selling collectible books

25-30 seconds: What were you doing before?

I had a couple of smaller enterprises producing greeting cards and specialist book retailing while I was at school.

30-35 seconds: Where did the idea come from?

Most of my family are diabetic and I have grown up knowing the disadvantages and the lack of available foods on the open market. I decided to start the business when I couldn't find enough products for a Christmas gift hamper for my Uncle.

35-40 seconds: What's the smartest thing you've done so far?

Linking up with industry specialists and publications, they help me target my niche and speak directly to potential customers at next to no cost.

40-45 seconds: What's the stupidest?

Shelling out on an expensive advert in a national newspaper, which didn't come close to paying for itself.

45-50 seconds: If your business was a biscuit, what would it be?

Sugar-free, of course!

50-55 seconds: Which idea are you a bit jealous of?

Notonthehighstreet.com - a fantastically simple and profitable idea, connecting cottage industries with clever marketing.

55-60 seconds: Where are you going to be in 12 months' time?

I'm launching Anti-Sebum.com, a new cosmeceuticals company, and 'Iceni Rallies' - an events company organising metal detecting rallies in Norfolk.

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