Learn a lesson from Boo.com

Your analysis of the demise of Boo.com makes interesting reading (MW May 25).

Your analysis of the demise of Boo.com makes interesting reading (MW May 25). In the five years (plus) that we’ve been involved with Internet businesses, my colleagues and I have come up with a shortlist of universal statements that have proved invaluable in our capacity as advisers to e-commerce start-ups, expansions, mergers and acquisitions:

  • Design will influence success, but the business concept is king
  • The business must have a significantly better overall offer than its traditional counterpart
  • Have unique selling points
  • The website must load quickly, be fun and easy to use and be materially different to all other competitors
  • A virtual offer of service must translate into real service
  • The business must change constantly for the better, and it must stay ahead of competitors
  • Entrepreneurs must not be control freaks and they must be willing to hand the chief executive role to a true business professional
  • The owners must not fear selling shares – and, if necessary, accept suffering dilution – to grow either organically or through acquisition.
  • Robert Hamburger

    AGI Corporate Finance

    London W1

    Latest from Marketing Week

    PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

    Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

    Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

    We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

    Register now

    THE BEST CONTENT

    Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

    THE BIGGEST ISSUES

    From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

    PERSONAL AND PROFESSIONAL DEVELOPMENT

    Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

    Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

    Having problems?

    Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

    If you are looking for our Jobs site, please click here