I was really hopeful when I chose this book as our business is in a similar line - online retail (and I love notonthehighstreet as a customer). However, all I really learnt was how to build a successful business if you can raise a large amount of capital and have a couple of founder members with a very strong background in PR/Marketing and with it a very wide range of just the right contacts. With regard to juggling a family with running a business, the approach taken seemed to be to not see your children for days at a time and leave them with a nanny (nice if you can afford it!). I think they have done fantastically well to set up their business as they have but I didn't warm to the writers as I felt they hugely underestimated the particular advantages that they had, for example, responding to comments that their substantial marketing background, working for some very high profile women's magazines etc.) gave them an advantage, they said that you "make your own luck". It reminded me of the book I read about Rachel Elnaugh who set up Red Letter Days and who just happened to have a husband who could invest a large amount in the business, a flatmate who happened to work for one of the top advertising agencies in London etc. I think there are better books available for startups.