1 of 1 people found the following review helpful
Maybe Swedes should stick to furniture,
This review is from: Boo Hoo: A Dot Com Story (Paperback)
It is difficult to know where to start with this book, there were so many problems with boo.com's business plan. Their project was undoubtedly ambitious: launch a fashion retail website across Europe and the US but in planning the project the boo founders believed that THEY were the fashion house,not a retail business. They did not need to buy/lease offices in downtown London, Paris and New York (three of the four most expensive cities on Earth) and their spending beggers belief: [...] per day for an interim CFO, recruiting superstar hairdressers to design a hairstyle for their "virtual shop assistant", and writers from Vogue and Vanity Fair for their stillborn virtual fashion magazine. Guys: stick to the basics; locate your ONE office in the cheapest part of Indiana/South Wales, hire any accountant as FD (a company turning over [...] in 3 months does not need Warren Buffet), and focus on your core activities: you do not need eighteen seperate IT vendors to run your company website and back office. Malmsten does at least lay out a lot of cold facts in this book and does not give us a hard luck story (which would have been pretty hard to do after spending shareholders capital on 5 star hotels and flights on Concorde). I urge anyone with a business idea to check this out and avoid the pitfalls of boo.com.