Founded: September 2012
HQ: Shoreditch, London
Founders: Emily Brooke and co-founder Philip Ellis
2013 Turnover: £1 million ($1.6 million)
USP: We save lives, making cyclists seen where otherwise they'd be invisible.
Q: How did you get started and where did the idea come from?
Before my final year studying design at university I cycled the length of the U.K. for charity. I became interested in the biggest challenges faced by urban cyclists and spent six months analysing accident statistics. Almost 80 percent of bikes hit are going straight ahead and something turns into them – basically, the drivers ahead of you can't see you. So I projected myself five yards ahead so they could see me.
Q: What has been your biggest success?
Shipping products around the world within 18 months. It's gone from a crazy idea at university to having thousands of customers around the world.
Q: What has been your biggest challenge?
Hiring and finding good talent that isn't already working in the financial sector. It's quite a battle – we need more hands but haven't got the time to find them.