60-second start-up: FreshForms.com

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

Online businesses put a lot of stock on the quality of design of their catalogues and websites (glossy pictures and animations are the rage), yet their checkout facility, the most important part of their business, is always an afterthought - we address that issue simply and elegantly.

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

We make it as simple as possible. Subscribers purchase the right to use one line of code which we write, and can use it and dynamically update it on the fly throughout as many websites as they like. Pretty much the whole process is automated, which means clients are up and running with our product in just a few clicks. Everything we produce is supercharged with beautiful professional design, we keep costs low and provide a no quibble guarantee.

10-15 seconds: Who are your competitors?

As far as we could figure, only Infusionsoft in the US is attempting to do what we do, although in our opinion their view of aesthetics is still imperfect.

15-20 seconds: What's your USP?

Although we try and build long-lasting relationships with our clients, we do not attempt to tie anyone down. We retain our clients through quality and innovation. We also make things super simple, so that in 3 clicks or less from any mobile device, our products work  elegantly and easily with little training required.

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

Freshforms.com is funded by the Psi Pi Group and The Simple Idea, a structure which aims to make big differences by providing elegant and simple solutions to everyday problems. Like, in this case, ugly forms which kill conversions.

25-30 seconds: What were you doing before?

I am a trained accountant, have worked in consultancies and in the banking sector for a number of years, which has enabled me to bring a very strong understanding of business issues from both sides of the table.

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

From a realisation that the small frustrations in life are what really gets businesses bogged down in details instead of keeping them focused on doing what they do best. We help get rid of those distractions.

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

I network all the time. The discussions create more amazing business ideas than I can follow up on. Constantly meeting new people is probably the best and most and productive use of my time I can think of. I invest in myself and find people I know and trust that operate globally. I also made a 100% full commitment to myself and others to support and make a difference, The biggest step was actually letting go of my "ego" and allowing myself to be honest when I need help, and then only hiring the best and paying in full in advance.

40-45 seconds: What's the stupidest?

I should have started sooner. I regret doing it all by myself initially, not trusting my instinct fully all the time, and not playing big enough.

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

A digestive. Great on its own but can be used as the foundation for really awesome stuff - like cheesecake.

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

The iPad. By taking existing technology, putting it together in a new way, Apple has created a radically new product line. This is pretty much what we try and do but they have the ability to do it on a huge scale.

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

Hopefully, successful enough that I can spend more time on our charitable projects. I will be operating on the global stage, working publicly with major partners like Apple, Microsoft, Google, and the Guardian, in a very exciting project that we can't disclose fully yet (but you can find out more at www.THEfutureINadvance.com).

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