CASE STUDY: FINDING A NICHE

Philip Petersen relates his experiences of entrepreneurship with his start-up AdInfa.

Anita Roddick, the founder of Body Shop, once said, ‘it is true that there is a fine line between entrepreneurship and insanity... But you have to believe that everything is possible.’

While I don’t think I am insane, I can empathise completely with the sentiment. Having the big idea is one thing, but taking action and turning it into a business is another thing altogether.

Doing that while having both a family and no significant capital behind you adds another degree of difficulty to the task that many may view as a kind of madness. But having the support of your family must never be underestimated.

And the lack of capital ...

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