Flash sales for mums, babies and kids.
It's a straightforward model. We agree the sale with the supplier, sell the products in a website flash sale, buy them from the supplier and ship them to the customers.
There are sites that sell goods similar to the ones we sell. They include Zulily, Mums United, Half Pint Chic, Achica, Brand Alley, Mothercare, Kiddicare and Amazon.
If you can beat it, we will meet it. Basically, we'll refund the difference if you can find a product more cheaply on the web while we have it on sale.
Founders, friends, family and angel investors.
I was running a web consultancy.
It came from observing this particular retail model in operation and identifying mums as a perfect target audience.
Going for a run when it all seems too much.
Not putting social network links on our product and sale pages in the original spec.
A chocolate hobnob - because it's something every mum needs.
I'm more jealous that others delivered good ideas that we'd had before we managed to do it. For example, running event-driven sales and making the login/sign up page smoother.
Turning over £8m, running at least five sales a day, and operating sites in the rest of Europe.
For more information about Casabu click here, www.casabu.com.