Review Of 2011 - Part One

In common with many bloggers, especially those of us who earn income from our blogs, I use this time between Christmas and New Year to examine the previous year and set my goals and objectives for the coming one.

Mr and Mrs Santa

Summarising 2011 falls into several categories, so I’ll spread the information out over a few days, otherwise we’ll end up with a book rather than a post. Things we’ll cover include:

  • My work with Booost canned oxygen and The Platter Company
  • My work with Camel Media Group
  • How the travel blog  Lanzarote Information is doing
  • My training as a triathlete
  • An update on life here on the island and what kind of things we’ve been up to

Let’s start at the top, and the other posts will follow over the next few days.

Booost Oxygen

At the beginning of the year I was already working as a consultant with Booost Oxygen. My role was simply to help market the business, using the web and social media. We knew that Booost was still more than a year away from launch, and the plan was to build up a good following on social media to ensure the launch itself created a big splash.

I’m hugely excited about this new product – twenty years ago nobody drank bottled water and energy drinks like Red Bull didn’t exist. Both are now billion pound markets, and I believe canned oxygen will go the same way. I think Booost may become the next Red Bull – oxygen offers so many benefits, with none of the downsides. It has no calories, contains no stimulants and has no sugar in it.

Throughout 2011, we’ve been building the brand and achieving all of our objectives in terms of traffic – we’re about to move into the very exciting launch phase with Booost, which will hit the market in UK and Europe during March.

If you haven’t already done so, please “like” our Facebook page so you can stay up to date with the launch: Booost Oxygen on Facebook

The Platter Company

During my regular conference calls with the owners of Booost, we often talked about other companies in their group, one of which was The Platter Company. It’s a superb business that makes food platters for parties and events, using really top quality ingredients and offering fantastic value for money. Tesco, the retail giant, took our platters on board and we now sell them through a number of stores and through their website. 2012 will be another huge year for this company, as we roll out across the UK, having successfully trialled our service in London, Essex and Hertfordshire.

Over time, it dawned on all of us that I could bring the same benefits to The Platter Company as I had to Booost Oxygen, and in the middle of the year we reached an agreement where I would move full time into a role marketing both businesses. I’m also working on some other projects within the group and I’ll tell you more about those as they unfold during the year.

The Move To Working For Someone Else

It’s been quite a departure for me. Until this year, I’d been the boss for almost 11 years, firstly in our real estate business and for the last three years as a blogger. I thought the transition would be much harder than it turned out to be. In fact, as I’m working remotely, I still effectively manage my own time, but for the first time in years I’m obligated to others. If I miss a deadline or fail to achieve an objective, I’m letting other people down, and not just myself. I actually think that has brought the best out in me, and I’m working harder and smarter than I have in a long time.

The whole thing has been made much easier for me by the colleagues I work with, who embody all that is good in the entrepreneurial world, and aren’t afraid to get everyone involved at a strategic level, and to let the ideas flow.

Camel Media Group

2011 was originally planned to be the year of delivering a series of seminars to local businesses throughout Spain, showing them how to market themselves using social media. We did a number of seminars in the first half of the year, but my move to full time work meant I cancelled the planned events for the second half. The ones we did were well attended, and good fun, and it’s a joy to see all the businesses flourishing and supporting each other on Facebook and Twitter.

I’m sure I’ll revisit those seminars at some point in the future, but for now Camel Media Group is sitting on the back burner, and simply acting as a holding business for our web properties.


I’m expecting 2012 to continue to be hard, but rewarding work. Our two big challenges are to get Booost launched successfully and to start to scale The Platter Company as it grows bigger and bigger. I’ll be travelling a lot (I already have two UK trips in the diary for January) and I know we’ll have some big challenges. But I’m excited at being part of something so interesting, and delighted to be using so much of my experience from over the years and combining it with my more modern social media skills.

Stay Tuned

Register for the RSS feed, or sign up for the newsletter so you don’t miss the next few posts on here. I’ll be covering the incredible year Lanzarote Information has had, telling you about how I turned myself into a triathlete in 2011 and giving you some insight into our lifestyle during the year.

New to Mike’s Life? You might like these:

1/ On hard work

2/ Twitter – the opportunity for senior managers

3/ Do people really buy freedom?

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"Mike's Life is where you can stay current with the life, thoughts, successes and failures of Mike Cliffe-Jones. Never knowingly ordinary, Mike shares as much as possible about his work as a marketer and in business, as well as his enviable lifestyle on and in the oceans around The Canary Islands."

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