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Boo Armstrong (founder and managing director) was the only constant member of staff during this period. Lev Pedro worked on service delivery until June 2004 when he left to pursue other work. Lakshmi Shivalanka ran customer services from June 2004 to May 2005.

Employment practice was informal and this has been acknowledged to lead to problems. More formal contracts, recruitment processes, line management and team meetings have since been put into place.