The decision to become an accountant: Somebody said to me that it was the fastest way of getting to understand how a business operates.

The importance of marketing and customer awareness: Now I would say there is a switch from cost effectiveness to understanding the delivery and needs of the customer.

The battle of the bulge: We find that about 68 per cent of adults over the age of 18 would be unhappy with their stomach profile.

The new strategy: We have been re-inventing the company to have excellence in terms of our marketing.

Financing the business: Our trinity strategy enables us to operate on the fact that all our advertising has to pay for itself from turnover.

The relocation strategy: We put it all on the back of a lorry and moved it to Donegal.

Delivering quality: We have spent quite a lot of resources in getting a better understanding of what the customer actually wants and then delivering against that to a very high level of satisfaction.