60-second start-up: AudioFuel

10-15 seconds: Who are your competitors?

There are one or two small competitors who custom compose music like us: Run2Rhythmn, PodRunner and MP3 Running. The bigger brands in this space are of course Nike and record labels like the Ministry of Sound and EMI - but they are not custom composing music with the right beats per minute like AudioFuel.

15-20 seconds: What's your USP?

The main differentiator is the way we compose the music; the beat of each track is fast enough to match and drive the stride when running. Most mainstream music is too slow. Then tracks at different beats per minute are compiled to create a professionally-designed workout - such as training sessions that involve short sprints interspersed with short recoveries.

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

The business is completely self-funded by the three founders.

25-30 seconds: What were you doing before?

I worked for the Virgin Group as one of a small management team helping to set up new Virgin branded businesses in the health and wellness sector.

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

Sean Blair, one of the three founders, had the idea when he was jogging down the canal towpath near to where he lives.

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

The business would not have survived if Sean hadn't taken the initiative to learn how to re-create our website himself and manage it in-house.

40-45 seconds: What's the stupidest?

Having worked for a globally-recognized brand, I was wildly over optimistic about projecting the sales of AudioFuel - a new proposition and an unknown brand - from marketing activity in the early months.

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

It would have to be some kind of energy bar, packed full of secret ingredients that increase motivation, performance and feelings of euphoria.

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

I've always admired the Pret a Manger business: a combination of a great proposition which offered something genuinely better when it launched, and a really strong brand that continues to live and breathe across every aspect of the organisation.

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

Standing in a long queue to buy a pair of school shoes for my daughter.   Would any of you retailers care to consider increasing staff and stock at this time of year!?

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