"It's one thing being able to read about something, but another to see video, which is far more engaging." So says Ed Baker, who this September launched Wordia, an online dictionary with a twist: not only do users submit the definitions of words themselves, but they do it in video form, ranking and commenting on each other's definitions. These sit neatly above more 'traditional' text definitions from HarperCollins.

Baker's co-founder is Michael Birch, the man behind social-network Bebo, which sold to AOL for $850m in March of this year. On September 18th, Wordia was launched at the home of Dr Samuel Johnson (on the anniversary of the doc’s birthday); the man responsible for what was arguably English’s first dictionary, in 1755.

Like many web start-ups "It came from the need", says Baker. Constantly writing treatments in his former life as television development producer, Baker realised that his vocabulary was lacking. He'd signed up to numerous 'word of the day' E-mails from online dictionary sites, but would never get round to reading them. "I wasn't getting them in context", he says. "It rarely jumped out at me." His time as a development producer has also assisted him: "The clearest crossover is that start-ups are about coming up with an idea where there's a gap in the market, and trying to get funding for it – the same as if it was seed funding."

Baker ended up shooting some 'pilot' material with comedian mate Danny Robbins, and the light -hearted approach given to the definitions made him feel he was on to a winner. "It's all about communication of the idea", he says. He also enlisted the help of his former flatmate who was, conveniently, also a developer, and repaid the favour by decorating said friend's new house.

But the launch required funding. Baker sold his house, secured some money from the DTI, and then acquired the financial assistance of Birch for an undisclosed sum. "I partnered with the best person possible - he's what I'd call a super-angel. He's been there and done it, and done it extremely well." Seeing Birch speak at an event in May this year, Baker joined the queue of twenty other fans and hopefuls who'd wanted to bash his ear after the speech. But he opted to chat with Birch's wife (and Bebo co founder) Xochi Birch, who was surrounded by a considerably smaller throng. Xochi introduced Michael to Ed, and the very next day the pair were in a bar discussing Wordia. Baker flew back to London, but soon returned to Silicon Valley to secure Birch's funding, keeping it quiet from the developers and colleagues he had working on the project in case the connection fell through."I told everyone I was off to Skye with my girlfriend!"

Revenue-wise, there is talk of brands getting involved to buy-in to certain words and terms they feel are well-associated with them. Whether this will develop, or leave a funny taste in users’ mouths, time will tell. But in the meantime, Baker feels the site is strong enough to be a purely ad-funded business - which, incidentally, won't be including pre-roll ads; "I still fnd pre-rolls quite intrusive, and it's difficult with user-generated content...the creator may end up feeling cheated."

Unsurprisingly, there has been some negative reaction to Wordia's 'democratic' approach to definition. While Baker has ensured the text definitions are contained in results, some journalists have been quick to point out the lack of etymological definitions, as well as potentially 'incorrect' definitions. He says etymology will soon make an appearance, and as regards 'true' definitions, some people will never get it: "It's not redefining the dictionary definition, it's just saying what it means to users, and it’s a way into a subject or debate...We're working with the Natural Literacy Trust and they love it. It engages users who wouldn't usually bother with dictionaries."

‘We’re creating the natural category in the male grooming space’, says Simon Duffy of Bulldog, a young company with a rapid growth rate already under its belts.

According to Duffy, the things that make the product stand out are the branding, which is directed at men – unlike other male grooming products which feel like an afterthought of the female-geared brands –and the natural ingredients. ‘People need to avoid certain chemicals getting in to their bodies. When you step back, you think ‘perhaps I don’t want that stuff in me. There really is a tangible difference in the ingredients.’ And the pair certainly have seemed to have struck on a gap in the market. ‘Organic food started as niche, and now it’s mainstream’, says Duffy.

The idea for the brand came in 2005, when founders Duffy and Rhodri Ferrier were shopping in an organic supermarket in New York, back in 2005. ‘We were in Wholefoods trying to live a healthier lifestyle, and we saw that in the personal care aisle there was really nothing specifically for men.’ Just two years later, the products, which include shower and face washes, shave gels and skincare, were being stocked in Sainsbury’s. The account base now includes Superdrug, Waitrose, Debenhams and several natural products stores.

As for funding, the pair initially wanted to find 24 people to put in £50,000 each. Working their way through colleagues, friends, and associates of both (it helped to have Duffy experienced in branding and Ferrier well-connected on Wall St.), the pair raised £1.2m over an ‘intense’ 10 months. ‘We benefited from people we knew who we thought might be interested. We were passed around a bit but were lucky to come across some great investors’, Duffy says. They quit their day jobs in spring 2006, and haven’t looked back since.

So will the meteoric rise to a healthy and clean future continue? Sure, says Duffy. ‘We’re determined to prove this natural category is viable and sustainable in the UK.’