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Q. What and how often do you review your marketplace?

Matt Lawson, ao.com:

 Honestly? We very, very rarely look at what our competitors 

are doing. We always get our customers’ feedback and work towards what is right for 

them. It is not about staying one step ahead of the game and always trying to edge 

out the competition – what’s the point in that? We listen to the customers and  reverse- 

 engineer our strategy to what is right for them.

Q. How do you set your goals each year? What are the KPIs?

Matt Lawson, ao.com:

 The one common goal across our business is gut feelings. It is 

actions that deliver results and if someone presents an idea and it feels right then we 

try to run with it. In terms of KPIs, we look at profit and website experience.

Q. The business growth is impressive. What are the strategic success factors