Mallzzee founder Cally Russell is confident that financiers will agree, to the tune of up to £500,000 which he expects to raise to "support us through 2014" by the end of which he expects to have signed up hundreds of thousands of new Mallzee users. Russell and team (eight people) are about to launch their new smartphone app at London Fashion Week, followed by an intensive round of marketing and partying in Glasgow, Milan, Dublin and elsewhere. In the meantime, they have been over in the US, signing up iconic NY shops Bloomingdale's and Saks Fifth Avenue to set up virtual shop on their site. Their ambition? Nothing less than to do for online shopping (worth $50 billion a year globally) what their Edinburgh near-neighbours and e-commerce "idols" Skyscanner have done for flight booking. If so it will be a great example of how success breeds success.