The best start-up ideas are often the simplest. But entrepreneurs often need to experiment ________business models as their ventures grow. For young retail companies, ______ of the biggest challenges is getting the right mix __________outlets as they perfect their products. Christian Rucker, founder of The White Company, which made pre-tax profits ________ ₤2.2m the year before last, ________ a classic example. While working _______ an editor at fashion magazine Harper's, Ms Rucker spotted a gap in the market _______stylish white bed linen and accessories priced midway __________designer labels and mass-market lines. After finding ₤20,000 from a local government grant and shares inherited ________her grandmother, she launched her business in 1994, initially through mail order. Last year, The White Company made sales of ₤49.5m, up by almost ₤10m ___________the previous year. Text from 'The gains from growing pains', by Alicia Clegg, Financial Times, 20th July 2006