Welcome back to Confounded, where we dig into the untold stories behind building businesses—the highs, the lows, and everything in between. Today, I’m joined by someone whose name might not be immediately familiar, but whose influence on the UK’s automotive and tech scenes is undeniable.

David Edmonston is the founder of the legendary PistonHeads.com, one of those rare founders who built something before the world was ready for it, and made it work anyway.

Pistonheads was a site that not only transformed the way car enthusiasts connected in the early 2000s but did it before social media was even a thing. He built it from the ground up, bootstrapped the whole way, and eventually sold it to Haymarket Media in 2007.

Since then, David’s been quietly shaping some of the biggest names in the automotive and auction world—building platforms like Collecting Cars and Watch Collecting, and most recently launching Driving Masters, a project aimed at bringing the joy of advanced driving to petrolheads everywhere.

We talk tech, the grit behind going solo, what it takes to stay relevant across decades of change—and of course, a few tales from the road along the way.

In this episode of Confounded, we talk about:

• How he built PistonHeads from scratch in a pre-social media world

• Why he still loves bootstrapped businesses

• The inside story of Collecting Cars

• What drives him now, with his latest venture Driving Masters

This one’s for anyone who’s ever built something from nothing—and wants to do it again.

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In this episode of Confounded TV, Alastair sits down with David James, founder of Total Car Check and now Director of Special Projects at Motorway. What starts as a conversation between friends turns into a masterclass in building lean, lasting businesses — fuelled not by hype, but by persistence and purpose.

David shares how Total Car Check began with a personal crisis: his parents unknowingly bought a stolen car, losing over £4,000. Frustrated by the lack of affordable tools for car buyers, he set out to fix it — not to build a business, but to solve a problem. That mindset turned into one of the UK’s biggest car data platforms, delivering 50 million checks per year — all built solo, with zero marketing budget and a borrowed laptop.

We explore:

• How David bootstrapped from a personal project into a real business.
• Why giving away value (free stolen car checks) built long-term trust and growth.
• The role of SEO, user trust, and daily discipline in his success.
• Why persistence is the greatest competitive advantage.
• The real risks of chasing investment too early.
• His transition into Motorway, and how he applies small startup thinking at scale.
• What AI and no-code mean for today’s founders — and why understanding first principles matters more than ever.

We also get real about:

• Burnout, bootstrapping, and the mythology of overnight success.
• The danger of meetings, committees, and corporate theatre.
• Why most ideas fail not because they’re bad, but because people give up too early.

David’s advice to new founders?

“Pick something you genuinely care about. Stick with it longer than anyone else. Most people quit just before it gets good.”

Whether you’re building your first app with no-code tools, bootstrapping a SaaS, or just wondering how to turn a painful problem into a meaningful product — this episode is packed with lessons, humour, and real-world insight from someone who’s done it the hard way.

Just back in London from Copenhagen, we discuss on how normal life is in Denmark compared to UK and how people need to meet people to build real relationships.

For the last 3 years Mads has been building and championing his platform. A single API where consumer facing businesses and website can allow their visitors and clients can apply to multiple lenders simultaneously. 

A graduate of Copenhagen Business School, Mads honed his knowledge of lending at Zopa and Lendable growing a wide network of contacts and the knowledge and skills need to try and attempt a super complex API for financial lending. 

As a platform and by re-defining the broker model Accepty makes finance fairer for consumers and doesn’t keep the customer details leaving the lenders with the relationship from the beginning.

With over 30 lenders on the platform, his company now counts comparison sites, loan brokers, finance apps, lenders and banks as clients. Accepty is now the leading loans api for search and comparison engines in the UK. 

Mads has retained their independence so there are no vested interests  – this means their service is not favouring higher commissions to the detriment of customers and unlike other providers, they do not compete against our partners and we only succeed when our partners succeed.

News Flash ! – Quinoa isn’t pronounced the way you think or why you think… That’s one of many amazing things I learned from Meeting Kathryn and the most trivial.

Listen to this episode as Kathryn tells the story behind her success at Discount Vouchers and her amazing new startup Upside Savings , a single app that can save money in your bank account based on what and where you shop while you do nothing!

Since our recording their Seedrs campaign is now live and as of 19/09/2020 is at 87% of target – have a look and find out more at Seedrs as they “Reinvent cashback through Open Banking to build a nation of savers.”

Other subjects covered including maximising your email list open rates and being smart about which providers to use and why, how Honey won the toolbar / extension wars and ways to save while shopping online. 

Did you know there were 10,000 varieties of Champagnes in France you have never seen in the UK? Me neither! 

Peter and Dan are two of the most interesting people i’ve met – the depth and knowledge they have of the wine is amazing.

Add in their energy, humour and sense of mission and this podcast fizzes with energy 🙂

They have launched Sip Champagnes to bring you the very best wines from across France from small local vineyards. These champagnes are the very best they can find and the effort they put into to finding, tasting and importing these wines is immense.

Really worth a listen – their genuine care and passion shines through and it was a pleasure to interview them!

A fun and insightful chat with Tom Wood, the CEO and founder of Cazana. 

In a short space of time, he has built the company, raised crowdfunding and equity funding, bought https://carandclassic.co.uk and taken to Cazana to be a leading data company in the automotive space.

Tom hails from a business & innovation background having led technology teams within investment banking and pharmaceutical sectors and founded and sold companies in the marketing technology space. 

Cazana provides automotive insights for the future of vehicle ownership. Using big data and predictive analytics, Cazana analyses millions of automotive transactions daily to assess the value and risk associated with every vehicle on the road

Cazana’s systems are used by manufacturers, finance companies, dealerships and insurers globally. 

(Since this was recorded Cazana was sold to Cazoo)

Unlock the secrets behind powerful branding with branding guru Andrew King, the innovative force behind PJ Smoothies and Strike, who joins us to dissect the anatomy of a brand that not only captures attention but also accrues value. 

Andrew offers a treasure trove of wisdom for those looking to elevate their company’s market presence. Whether you're at the forefront of a fledgling startup or driving an established enterprise, our conversation with Andrew is packed with real-world examples and actionable advice, showcasing the undeniable link between a fortified brand and its ability to command higher respect and value.

As an expert in branding and positioning, I have learned a lot from this conversation. He explains in depth how to build your brand DNA and it’s not just about packaging.

Learn how your brand impacts the whole company, its ethos, beliefs and values.

WARNING – The sound quality is not as good as it could be. This was a recorded call without decent microphones, but it was worth listening to!

When the world ground to a halt, Lee's sabbatical in Thailand unexpectedly turned into the birth of PPE for People, a company now at the forefront of supplying vital protective gear during the global pandemic. Our latest episode spotlights Lee's remarkable journey, from navigating the turbulent beginnings with test kits to his company's intricate dance with the PPE supply chain. Step into our conversation as we traverse the complexities of managing a remote team, the scrutiny of sourcing products from China, and how time seemed to warp in the pandemic's early days, leading to rapid advancements in medical technology.

Imagine a marketplace where care homes can secure PPE not only swiftly and efficiently but also affordably through a smart reverse auction platform. That's the reality Lee's team crafted for the UK, revolutionizing the procurement process. Tune in to learn about the inception of this platform that balances cost, quality, and speed, and hear how it grew from one to thirty live RFQs in just two weeks. Discover the critical role of user feedback in shaping this evolving marketplace and the stringent supplier criteria that ensure care homes receive the best protection without compromise.

Finally, we unveil the global expansion of this PPE revolution, where Lee's vision to tackle price inflation and accessibility materializes into the largest global PPE marketplace. Beyond the economics, we reflect on the cultural shift in mask-wearing, from a symbol of pandemic response to a staple in daily life across the globe. Lee shares anecdotes from various cultures, illustrating the collective push towards normalcy. And as we celebrate the launch of PPTV, Lee gives us a glimpse into the platform's future, aiming to streamline the PPE buying experience even further. Don't miss this deep dive into how PPE for People is changing the landscape of global health and safety.

With Sarah Curran MBE helping me, I bring you the first Episode of Confounded TV, a lighthearted and energetic video podcast about life, lockdown, startups, business, and more.

This week, Dan Blatchford of SipChampagnes.com does a 60-second pitch for his new side hustle, and Will Bicknell of Felloh! tells all about starting a new (and amazing) social payments business using Open Banking to revolutionise online payments.

Listen and subscribe on Spotify  or watch the chaos on YouTube 

Confounded TV is the people podcast with amazingly successful and interesting guests and a high-octane energy blast to start the week

Cheers to the entrepreneurial go-getters! 

Dan Blatchford steps into  'The Elevator Pitch' spotlight to showcase his online venture, SipChampagne.com. With a clink of glasses and a pop of sustainably sourced bubbles from less well-known French vineyards, SipChampagne.com is revolutionizing the UK market. 

We also raise a toast to Will Bicknell, diving into his inspiring narrative of birthing a business while on furlough – a testament to his undying ingenuity. 

These stories aren't just about new ventures; they're a tribute to the spirit of supporting the underdog businesses and the emerging industries carving niches in a rapidly evolving marketplace.

Iman Fadaei is helping the estimated 10 million displaced Ukrainians find work worldwide. From a standing start, he and his team are helping get Ukrainians into work wherever they end up, which helps them with accommodation, mental well-being, and quickly integrating into society.

The platform was initiated in response to the situation of their CTO Igor, who is Ukrainian and still based in Ukraine. The suddenness of his plight during these first days of the war and the severity of the situation his family and friends are still experiencing has inspired the team to contribute however they can. 

From over 100 countries, they have posted 2000+ vacancies from companies looking to help. And this is just the beginning – staggeringly, employukraine.org has only been live for 30 days and has already been covered by Forbes, CNBC, Sifted, SIA, REC and others.

Here’s how you can help:

Post a job. 

Do you have a job you can post? Go to employukraine.org

Promote. 

Can you share employukraine.org with your business network and invite them to post their jobs? Feel free to tag employukraine.org on LinkedIn, Twitter, Facebook, Instagram, YouTube or TikTok. 

Volunteer.

employukraine.org need help with PR, translations, social media, partnerships, research, development and more.

If you’re able to volunteer please send your LinkedIn details and (any) availability to team@employukraine.org

Find out more at https://employukraine.org

and find Iman on Linked In at https://www.linkedin.com/in/imanfadaei/ 

Meet Andy Entwistle CEO of The British Motor Show

Prepare to be taken on a journey of automotive revival, as Andy, a true veteran of the car industry, joins us to recount the adrenaline-fueled adventure of breathing life back into the iconic British Motor Show. Discover how he steered through the unpredictable roadblocks and high-speed turns of reinventing the illustrious event, which vanished in 2008. From securing the legendary name to crafting a show that drove nearly 50,000 fans wild with excitement, Andy's tale is one of passion, perseverance, and the power of four wheels.

Buckle up for an exploration into the challenges that came with the COVID-19 pandemic, throwing a wrench in the gears of event planning. Andy opens up about the momentous decision to hit the brakes and postpone the show, a strategic pit stop that led to a roaring comeback, defying the odds of the industry's pandemic paralysis. We celebrate the event's success, highlighting the last-minute ticket surge that crowned the show a phenomenal spectacle, reinforcing our belief in the magnetic allure of motor events.

As the episode shifts gears, we address the electrifying topic of EVs and their pivotal role in the future of driving. With Andy's insights, we learn how transforming car shows into an immersive playground, where petrol heads and the EV-curious can get hands-on with the latest electric models, is accelerating the shift toward greener wheels. We wrap up pondering the delicate balance between scaling up and keeping the authentic charm of the show, much like tuning a classic car for modern-day performance. It's an episode that drives home the value of innovation, experience, and the timeless love for automobiles.

Shannon, now 31, joined 10 Yetis when she was just 18-years-young and worked her way up through the PR ranks to the helm of the agency. She has previously been awarded accolades such as PR Week’s 30 under 30, The Drum’s UK’s Top 50 Digital Women Under 30 and a place on B2B Marketing’s Top 10 30 under 30 list.

She has led campaigns for the likes of Confused.com, Gocompare, Just Eat, carwow, Totaljobs, WaterAid, Optical Express and Hillarys Blind and is passionate about delivering creative campaigns for brands that drive phenomenal results.

From helping start-ups sky-rocket to success through clever PR tactics, to making a splash with stunts and “hero” content, Shannon shares how things have changed over the years in the world of PR and the impact of digital media and SEO on client and journalist expectations.   

10 Yetis works with start-ups right through to global brands on PR, social media, web, design, video and SEO campaigns.

Find out more at www.10yetis.co.uk

Find Shannon on Linked In

Meet Tara Halliday PhD – Imposter Syndrome Specialist

Ever feel like a fraud at the peak of your success? You're in good company as we unpack the elusive imposter syndrome with our guest expert, Tara, who holds a PhD in the subject. We kick off by peeling back the layers of this psychological pattern, distinguishing it from mere low self-esteem. 

Tara enlightens us on how our worth isn't measured by our accolades and how childhood beliefs might be the true culprits behind those nagging doubts. 

Join us as we explore why that nagging voice in your head might be more than just a passing worry. We look at the telltale signs of imposter syndrome, from stress responses to perfectionism, and discuss how these internal battles can take a toll on our careers and mental health. 

Recognising imposter syndrome is just the beginning; our conversation sheds light on the misconceptions that can lead to isolation and self-sabotage. We discover that acknowledging these feelings is the first step toward overcoming them, and we provide the initial tools to start that journey.

Embark on an enlightening journey with Darren Fell, the maverick behind Crunch, as he narrates the amazing saga of transforming the accounting landscape for the better.

Darren spills the beans on the genesis of Crunch, the hurdles faced, and the triumphant moments that cemented its place as a haven for small businesses and contractors in dire need of accounting bliss. From the early days of battling sceptical bloggers to the expansion of services that bolster the backbone of micro-businesses, Darren's tale is a testament to perseverance and innovation.

As we navigate the crossroads of modern entrepreneurship, Darren sheds light on the seismic shifts in business practices, remote work phenomena, and the fintech revolution spurred by open banking. Young visionaries are flipping the script, crafting turnkey solutions out of mere ideas, all while Crunch steers through the complexities of a global workforce post-Brexit. Darren’s insights on maintaining culture in a remote world and the agility required to thrive amid unforeseen challenges, like the COVID-19 pandemic, are not just thought-provoking - they're game-changing for any business looking to stay agile.

This episode is more than just a chat; it's a masterclass in entrepreneurship, resilience, and the relentless pursuit of bringing fairness and innovation to the marketplace. Join us for this compelling episode that promises not just insights but the inspiration to mould the future of your business ventures.

Unlock the secrets to transformational project planning and masterful delegation with the digital pioneer behind New York City WebGurls International, who joins us in a riveting conversation. We're diving into the heart of effective task prioritization and how to cultivate a team culture that prizes learning from every outcome. You'll hear tales from the tech trenches that paint a picture of the internet's dramatic evolution, and glean practical advice on breaking down monolithic projects into achievable segments.

Embark on a journey through lean and agile methodologies with us, as we traverse beyond the realm of software development and into the fabric of day-to-day life and strategic business planning. Our guest, a maestro of the Textbeat workshops, lays out a 10-step roadmap for product creation that pivots on customer feedback and prototyping, sidelining coding to a later stage. We'll discuss the metamorphosis of the CTO role from hands-on coder to visionary leader and uncover strategies for startups to streamline product development, avoiding the snares of excessive complexity.

As we bid farewell to our enlightening session, we marvel at the transformation of TechSuite for Entrepreneurs, which has burgeoned from a local bootcamp to a global online beacon of innovation during the pandemic's upheaval. This episode is a veritable toolkit for entrepreneurs aiming to sidestep common tech industry blunders and propel their ventures forward. Tune in for insights that promise to sharpen your entrepreneurial acumen and equip you with the wisdom to chart a course through the dynamic waters of technology.

Born and raised in south London, Rich runs a Y Combinator backed startup, Business Score, connecting online businesses with growth capital.

He spent his early years in #activism from representing his local town Croydon as youth MP.

He also worked on social and political campaigns including the #LivingWage campaign. He studied at the London School of Economics where he was also elected the universities Court of Governors.

Rich then worked at McKinsey in London before starting his #entrepreneurial journey. Business Score is a funding marketplace for eCommerce companies.

Rich has gone through an amazing journey, from concept, through the Y Combinator process and now back in the UK to landing his first clients, building a platform to support fast growth ecommerce business.

His goal is to totally automate the supply of money to ecommerce businesses where traditional funding just cannot deliver using old systems and measurements. 

Along the way he has met Silicon Valleys finest and most famous investors and is one of the rare UK founders who have applied, won a place and graduated from the Y Combinator process.

Business score is a funding platform designed to help high growth ecommerce businesses through automated lending.

Step into the future of work with us as Gerry Brennan, CEO and founder of Cloudbooking, unveils how a simple hospitality orders system sprouted into a pioneering cloud-based solution for corporate booking systems. Imagine a world where managing workspace usage is as smooth as the cloud services we've come to rely on, a vision Gerry turned into a corporate revolution. 

Throughout our chat, we navigate the twists and turns of Cloudbooking's history, from its early struggles to its rebirth in 2011, and how it's helping companies tackle the overflow of meeting room bookings with innovative tech and a user-centric approach.

Join us for a deep dive into the complexities of optimising office spaces in the concrete jungle of London, where real estate prices are as high as the city's iconic skyscrapers. We'll share how Jerry's brainchild employs RFID tags, sensors, and the humble yet resurgent QR codes to balance tracking desk usage with respecting privacy. This conversation is a treasure trove for those seeking to understand how technology can seamlessly integrate into our professional lives, streamline our daily routines, and even navigate through the trials of a pandemic.

From the cultural shifts in work-life balance to the innovative strategies companies are adopting to foster employee well-being and sustain productivity, Jerry gives us a peek at Cloudbooking's expansion plans. Whether dialling in from your home office or tuning in from your local café-turned-workspace, this episode is an enlightening exploration of the modern work environment and the technology reshaping it.