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Episode 18 with Michael Dwyer, Entrepreneur and Founder of

18th January, 2024

We are delighted to bring you the eighteeth episode of the podcast series 'Everyday Business with Aidan Donnelly' with guest Michael Dwyer, Entrepreneur and Founder of 

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This podcast brings you insightful conversation between Aidan Donnelly and entrepreneurs and business owners/management with their own unique story to tell. A new episode of the series will be released biweekly. You can listen to 'Everyday Business with Aidan Donnelly' via any of your usual podcast providers.

About Michael Dwyer

The idea of an entrepreneur giving up ‘a good job’ in order to pursue their own venture is hardly an isolated one, but few entrepreneurs would believe their journey could take 20 years, seeing off a dot-com crash, two terrorist attacks on either side of the Atlantic, and a global financial crisis – any one of which probably brought down many SME’s. But that is exactly what today’s guest did.

In 1999, Michael Dwyer sketched out the basis for his new venture on the front of an Irish Independent newspaper on a flight back from London, that would see him quit a marketing director role with Northern Foods to develop a hub on the internet to bring brands and consumers together in a way that works for both, using offers as a key attraction. And with that was born.

What followed were thousands of squeezy pink pig stress relievers, multiple ups and downs that saw the business skirt perilously close to oblivion, and further fund raises, harsh cost cutting plans, illogical price from competitors – which proved to be their undoing - before finally selling the business in April 2019 to Secret Escapes for €25m.   


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