£1 bet that turned into £400 million

John Roberts is welcomed to Mahdlo by chairman Terry Flanagan (second right), watched by Ian Taylor, from Team Spirit (third from left), Councillor Shoab Akhtar, deputy leader of Oldham Council (third from right), Mahdlo chief executive Helen Taylor (right) and students from Blue Coat School

JOHN Roberts had a profound impression on an audience of more than 60 at the latest Mahdlo breakfast.

The internet white goods entrepreneur, who trades as AO.com, shared the secrets of his success — a £400 million annual turnover, and rising — with the borough’s business leaders in an engaging and hugely entertaining 45 minutes.

He founded DRL - ostensibly based in Bolton, with a distribution hub in Crewe to win a £1 bet!

The washing machine guru’s focus on customer service captivated his audience and led to many questions.

“I’m no geek, I don’t understand the internet and computers. For me it is just a mechanism for selling our products - which are mainly washing machines, fridges, freezers, kettles and toasters.

“There is much competition but we focus on removing the layers of distribution channels.”

Mr Roberts outlined his 10 principles for success — starting with building a team of outstanding people and giving them responsibility.