Nominee: Eleanor McEvoy

Phonecard Warehouse was founded in Dublin in 1999. It currently employees 10 people.

Products: A self service terminal vending unit which was designed mainly by Eleanor McEvoy and is the only self- service unit operated on GPRS technology. It delivers a top-up code for prepaid mobiles in seconds, also international calling cards, ring tones, mobile games and other pre-paid products.

Customers: Multiplies such as Dunnes Stores, Resco and Superquinn, independent retailers and a Greek distributor. For the consumer, the system is a self-service operation with high-speed delivery from an ATM type screen.

Achievements: Over the past two years the company has increased its turnover by 120 per cent per annum. It has successfully introduced its solution to Greece and is moving into other European markets.

How did the business idea first come about? From Eleanor McEvoy's experience in vending Smart Cards in association with Telecom Eircom, for public phones. She witnessed the switch from public pay phones use to mobile and recognised the potential growth in mobile technology.

What were the immediate next steps to make it happen? A card dispensing machine was sourced from a Spanish manufacturer. In the beginning Top Ups were printed on a card which the customer scratched to reveal the number. In late 2001, the telecoms companies signalled a move to electronic code dispensing. The company sourced the hardware and software solutions, working with manufacturers to adapt them for the Irish market.

How did the company identify its first customer to target? Vending is an impulse purchase. The firm installed its first units in public places like shopping centres and railway stations.

What sales practices work best? The most important criteria is that the buyer feels he is getting a fair deal.

What key piece of advice would you give to a start-up entrepreneur? "If you are starting up you must believe in yourself and your abilities. Plan your work and work your plan, identify your market and then attack it. Most of all remember 90 per cent of success is effort. Keep it simple."