The Eleven Enterprises

The Eleven is a youth communications firm with a killer USP: it was founded by two 18 year olds. Not only do they understand the market, they are the market. But don't mistake youth for naivete: Rob O'Donovan and Ben Gateley launched The Eleven as an events company at first to establish brand confidence and generate cashflow. They negotiated supplier contracts so that venues received their cut two weeks before each event, by which time their costs were covered by advance ticket sales. Smart. Once established, the pair used their customers and peer networks of young people to develop a business model that enabled youth-orientated businesses to access the heart of their market for insight and promotional ideas. Turnover at the London-based firm is set to triple this year with some heavy duty buy-in from big brands.

• Founded by young people for young people
• Business model has evolved through market demand
• Clever model ensures healthy cashflow