That's impressive. Not the learning to code bit, or the paying a solicitor bit, or the stumping up for a designer to do the branding bit ... for me the impressive bit is Benji using his "unfair advantage" of being a former Guardian journalist to get good coverage for his start-up on a popular blog in a guest post he wrote himself.

Well played Benji. If anything is going to make PicFair a success, it's the fact you can get people to see it. You've already got further than a lot of startups.

Well done. Neat way to look at cost, etc. He definitely didn't have to spend a lot on marketing (other than time).