Andrew revels in the flexibility of having minimal overheads while being able to generate a mighty income. One gets the sense that he revels in the power-to-weight ratio of his Cash On Demand business model. "I don’t really believe in having loads and loads of staff," he says. "One of the ways of getting round that is to have a fulfilment office, a call centre to take calls, and a simple website. When customers visit a website they don’t know whether there’s a massive office full of people and some huge great overheads going on or whether you’re sitting at home in the kitchen in your shorts."

"We don’t even have to have stock, doing what we do. Primarily we sell paper products like newsletters, CDs and DVDs and workshops. It’s possible to wait till you get orders in and then burn the CDs. We do pre-order stock now, though."

So what gets Andrew Reynolds out of bed nowadays? He’s made plenty of money, taken care of his family, and donates to charity. It seems that what gives him most pleasure is succeeding for its own sake – somewhat in the manner of the mountaineers who climb mountains simply because they’re there. "I get most pleasure from coming up with an idea and seeing the results – which is what you get so quickly using the Cash On Demand model – in the form of cash in the bank in just a few weeks.

That’s what I’m about on the business side. I hate the mundane. I get very bored very easily. Coming up with new ideas and seeing them work gives me a buzz."

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