Jennifer Irvine was a winner in the 2006 the BT Business Essence of the Entrepreneur awards. We caught up with her to find out about her success, who inspires her, and to get some useful tips for women who want to start their own business

The Diet Delivered to your Door. The ultimate convenience, The Pure Package delivers three delicious, nutritious meals and two appetising snacks straight to the client's door every day in a temperature-controlled bag.

All food is fresh, free range, GM free, and ethically sourced. Consistent high quality of service, excellent feedback and favourable media coverage have combined to give the company a very satisfied client base, including Michelin-starred chefs, top athletes and high-profile celebrities.

Technology has always been at the forefront of the business as it is largely based on the internet and registration is done over the telephone. The Pure Package was originally born from the founder, Jennifer Irvine's home in London, literally from the kitchen sink. It then moved to the New Covent Garden Market, the biggest fresh food market in the UK.

Jennifer Irvine was a winner in the 2006 BT Business Essence of the Entrepreneur awards. We caught up with her to find out about her success, who inspires her and to get some useful tips for women who want to start their own business.

How did you begin?
I literally started from my kitchen sink. I loved the idea of the service myself; having all my meals planned, prepared and delivered to me. Nothing like it existed in London at the time. I knew that if I wanted the service then I would have to be a pioneer.

I called my local environmental health inspector and invited him around to my home; he was pleased to advise me that my kitchen was good enough and suggested I do a Health and Hygiene certificate. My life has not had a dull moment since!

How did you build the business?
To start with I did most things myself from answering the phone to whizzing around London in the middle of the night delivering food. I was not alone in wanting my services and I soon put a fridge freezer in a spare bedroom. It became clear that I should move the Pure Package out of my house, it had a future.

I was too nervous to get a loan from a bank or approach venture capitalists; anyway I did not want to lose control of my fledgling business. Instead, I gave clients the opportunity to pay up front for 90 days. I offered them a discount to reward their loyalty and suddenly instead of paying close to £300 they were each giving me closer to £3,000.

I was able to use this as capital to lease space in New Covent Garden Market, the largest fresh food market in the country. We have not looked back.

What was your most testing time and how did you get through it?
I have a vivid imagination and hate to lose sleep; I plan for the worst, so when something bad happens it is usually relatively solvable - from our computers being stolen to a supplier not turning up with the goods. We have a plan B or C to turn to.

People often say that when something bad happens, good often comes from it. When I was six months pregnant, I was attacked by a man who left me not just with a broken leg and finger but a phobia about leaving my home. The shock of what happened made me decide that going out the front door was just not worth the risk and I stayed home.

Many businesses would have crumbled without their leader; we had only been delivering to clients for about a year so it was early days. Instead, it gave me the opportunity to fall in love with my own service, each day my bag of food arrived, designed specifically for me - Breakfast, Lunch and Dinner along with my snacks - prepared with care and designed by therapists with my recovery in mind.

I learned a lot during that time, not just that my service was really improving the lives of needy individuals but that my team could cope without me. My role changed and from then on I have worked much more on the strategic side and let my capable team get on with what they do so brilliantly.

What was your most inspiring/happy moment?
Success stories from clients never fail to inspire me. A couple of weeks ago I received a message from a happily, heavily pregnant woman, she had been clinically obese, having no luck with her doctors and IVF treatment. She decided to eat the Pure Package and pretty much gave up hope of having a baby.

Much to her surprise and three stone lighter, she conceived naturally and put it down to the Pure Package. We do not use some secret ingredient; instead we use a perfectly balanced diet and feed people yummy food. It is not a fad, just fresh food in the right portions.

Which famous clients have you catered for?
Confidentiality is paramount to my clients. When you are delivering food to a Michelin-starred chef or a super model they do not always want everyone in on the secret. Athletes like Linford Christie and Zinzan Brooke love what we do. Patsy Kensit used us to get ready for parts; Hugh Jackman used us to prepare for X-men 3.

When Ruby Wax wanted to get into a size 8 dress for the Baftas, we got her there. We also look after many celebrated and successful entrepreneurs and business people including Anya Hindmarch the handbag designer. Many of these people stay on our programme for years; it is a real compliment to the standard of the food.

What do you love about your job?
The food. It has always been my passion. I love using my own service. Each day still feels a bit like Christmas as I open the bag to see what yummy meals are inside. It makes eating a joy because I never have to worry that I am eating too much or the wrong things.

What advice do you have for women who want to start their own business?
Look before you leap. You have a choice of where you land depending on where you jump, if you want to land on something soft go into the cushion industry. Things happen along the way to put you off course but if you do not even have a plan of where you are going at the beginning then what chance do you have?

Life is all about being happy. Do something you love and that fits in with your lifestyle; there are no prizes for swimming against the tide. Do something that works for you and the life you aspire for.

You often hear of women who train as lawyers and then realise the lifestyle is not for them. If you had asked them at 18 if they wanted to work long hours in an office they wouldn't have said yes, so why would they feel different at 40? Have a destination you like in mind when you launch.

What traits do you need to be a successful business person?
Passion for your product, self control so that you can take a step back, and give measured direction. Sounds contradictory but one without the other and you are lost.

Who has inspired you most?
Debbie Moore of Pineapple Dance studios turned her passion into financial success, is stunning physically and a mother.

Anita Roddick of the body shop showed us all that you can stick to your ethics and still make a profit, in doing so she inspired not just individuals but large corporations into believing that there is a future in doing the right thing.

What's your top tip for succeeding in business?
Be genuine and follow your passion. Do something you love and you will not only understand your client but also succeed at the hurdles.

What plans do you have for the future?
Continue to grow awareness of The Pure Package, and then expand the brand into other products I love. Grow into other cities to help more individuals.

How did being a winner at the BT Essence of the Entrepreneur Awards 2006 help you and your business?
Winning was a huge honour, it gave a boost of confidence to both my team and I. Being an Entrepreneur can be lonely and reassurance is more then welcome. The photographer was inspirational and the shoot was lots of fun and I loved my picture. The exhibition was marvellous as it was a chance to meet so many wonderful people.