James Booth

Yeah, it was tricky timing.

I remember very clearly in the late 90s, no one was funding and then suddenly everybody was funding.

And the challenge for us was to articulate what we were doing because we really didn't know what we were doing.

We had this horizontal platform.

We were trying to apply it to anything that moved.

It was multimedia across a narrow bandwidth.

How do you make multimedia work when there isn't any bandwidth?

And, you know, we'd managed to file for a patent that made us seem a little bit sexy back then.

But at the point that we knew we had that vertical and we were able to really articulate that we were going to make a difference to online advertising, then suddenly it became easier to raise.

We raised 1.5.

In total, 1.6 million.

And then we went into, we, part of the business was picked up by a media group.

So we sat with inside the media group for about five years, six years, and then we sold it early, early 2000.

And what was the exit price?

It was 30 million US.

Absolutely right.

For me, it was the first real event that I'd experienced in my life like that.

I had a six-month sabbatical.

I had written a business plan.

It was a pretty poor business plan.