Thank you for downloading this program. In this edition of the bottom line, Evan Davis and guests discuss how much money you need to start a business and where best to get it from.

Hello and welcome to the program. We are talking about young companies today, the start-ups, business babies and toddlers who grow into infants and teenagers. In particular, we look at how we finance them.

To provide the nourishment for a healthy entrepreneurial society, you need money, and in addition to

that, of course, you need effective ways of getting it to the right people. We'll see how much it

takes to build a company these days and where the cash comes from. And I have three guests with me representing

different perspectives on this, two entrepreneurs and the venture capitalist. Let's start by meeting

them. And first up is Mark Popkiewicz of a company called Myriad. Now, Mark, it's a digital brand

integration specialist company. I think it's going to be best for you to explain what your product is, what you do.

Yes, well, very simply, when everybody's seen product placement, when products are placed in TV shows,

whether it's a drama or a sitcom, we do the same thing except we do it electronically and we do it at scale.

And what that means is when a TV show gets aired in many countries, we can literally place the brands appropriate for each of those countries electronically.

You can change the can of lager sitting on the counter. Exactly right. And so why wouldn't you use the actual product? Why would you do it electronically? It's just that you might want to change the brands across jurisdictions or you might have thought of it or... When you're actually shooting a show, what you're worried about as a director and producer is getting the right performances out of actors. You're not really there thinking about whether the brand's going to come across well. And what often happens is that brands will pay to be in the show and then they get left on the cutting room floor because they never make it to transmission. What we do is we change all that by making it a guaranteed result. So the brand is in there. We guarantee the exposure and we do it at a formulate price so you know what you're going to get for your money. Right. I should say, by the way, you're a bit of a serial entrepreneur, aren't you? This isn't your first business. No, I seem to be addicted to pain and suffering and getting new ideas off

the ground. I actually love it, and I've done this all my life and around the world.

Right. Also with us is Julie Dean, founder of the Cambridge Satchel Company. It's a fairly well-known

story now, actually, Julie.

You're a bit of a business celebrity.

Wow.

Well, I mean, it's just, it's been spectacularly successful.

It all starts in your kitchen.

But I think for those who haven't heard the tale of the Cambridge Satchel Company,

you should probably explain it.

I think that I'm probably the opposite to Mark here. I would never describe

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