YourBusinessWithJamesCaan2016 - 17

INTERVIEW

Once you're a
success you start to
develop a different
way of thinking

James' success only
came from hard work
and dedication

Just having a website does not
mean you have a business
When you look at the most successful
websites in the world, the one thing they
have in common is they are all simple.
When you overcomplicate a site it's not
what the customer wants. Look at Uber
and the simplicity of their site. It's the
most basic, simple and most effective
app in the world.
When you are looking to start a
business people often come up with a
creative brand and name but I'm a great
believer in: 'does it do what it says on the
tin?' If your brand and your name reflects
what you do, you will drive more traffic
than if you come up with a name that
has no relevance to the business.
Easyjet and comparethemarket.com
do what they say, you know exactly what
they do and those names work.

Which industries do you think
might fall by the wayside in the
next few years?
A number of industries will change,
that's for sure - look at travel for
example. We used to go up and down
the high street but now business is
delivered through a different mechanism.
The music industry used to have record
shops but now it's all about downloading.
I see more and more industries being
disrupted. Consumer behaviour has
changed and high streets hardly exist.
If you are thinking of starting a
business ask yourself could this industry
go through a disruptive change?
Magazines and newspapers are a
perfect example as demand for print
media is in huge decline, so what is the
likely future of that market and what
could change that?

Do you still hanker for the days
when you were starting businesses
from scratch?
It was different then because there was
very little information on how to start up
a business. There was little funding, no
start-up loans and the whole concept
was less understood. I would much
rather be in this environment now where
there are so many resources, information,
support and know-how out there.
Thirty years after I started there are
remarkable stories of start-ups doing so
well and the motivation is much bigger
today than it ever has been in history.
Dragons' Den has fuelled the notion
about how much fun running a business
can be. Around half a million people a
year start new businesses and that's
because the environment is so much
more favourable.

17


http://www.comparethemarket.com

YourBusinessWithJamesCaan2016

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