(Cont. from previous page) Simple communication means everybody buys in to what you're trying to achieve - including staff, financiers, suppliers and customers. "If one party on that list hasn't bought in, you're already handicapped; if two parties haven't, you're in trouble; but if it's three of them, you haven't got a business."

4. DON'T SCRIMP ON TECHNOLOGY

Technology is absolutely vital, says Theo, because it gives you the information you need to stay on top of the business. "Be sensible with your systems, but don't scrimp on them. If you're going to ask people to support you and buy in to your ideas, you've got to give them something tangible for them to understand. That means you need the information available on a regular basis so that you can share it with everyone involved."

5. DON'T LET THINGS STAGNATE

"A business that stands still is a business that goes backwards," says Theo. "You've got to be constantly looking at being ahead of the game, putting in new initiatives, keeping everybody busy." Set new targets each year, he says, and your staff will get more experience - and the business will stay fresh and move faster. "You should always work to the lowest common denominator," he says. "Don't assume anything."

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