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BUSINESS FIRST June\July 2012 www.businessfirstmagazine.co.uk


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men, from CEO down to the humblest clerk. Though the business plan is predicated on a £40 average spend, 70% of 451 men surveyed said they would actually spend over £100 on their partner. The fact is, men are impulse shoppers and the problem is not the spending but the choosing. As we’ve heard, men are actually keen online shoppers, spending more than women as a general rule but, crucially, not on gifts. From their research, Rachael and Kate learned that a key barrier to men buying decent gifts for their significant other was the tyranny of choice. They tell me that, in a pre-Valentine’s Day focus group, thirty men were faced with a choice of 988 standard silver heart pendants on a jewellery site. While 22 were paralysed by the selection and logged off, the remaining eight panicked and bought the option in the top left of the screen. Essentially, they would rather fail completely than make the wrong choice. ‘Men don’t want to be overwhelmed. We’re simply giving them a hand,’ says Kate.


PROBLEM-SOLVING, NOT MAN-BASHING


Robertson’s background in the City – first on the trading floor at Deutsche Bank, amongst others, then with her own headhunting business (which grew to a market capitalisation of £110m before its sale in 2007) – denotes a winning blend of entrepreneurial guts, creativity and market awareness, but, she says, ‘I actually work better with other people.’ Having had the idea for ManBuysPresent at the beginning of 2011, she spent six months searching for the ideal business partner. She eventually found her at the school gates in the form of Kate Rider, who was then taking a year out of her job as European HR Director for Hewlett Packard to spend some time with her twin


Absence makes the heart grow fonder, but presents bring better results...


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