Startup Interview ~ White As Milk Can you tell us about yourself and your background? Myself? Well... I live a little bit north of Australia... in Singapore. I settled in four years ago with my wife after having worked in France. After graduating in a French business school, I started to work in finance but I always kept an eyes on what was happening on the internet. I was reading a lot about e-commerce until a point where I needed to experience it by myself and came White As Milk idea. What's the story behind White As Milk (WAM)? I always had lots of ideas about products that could be sold online but when one night I ve seen myself running to the supermarket for a stupid can of baby milk powder. I told myself that I would pay to receive every month the same number of milk cans and diapers at home rather than queuing at the supermarket. I can understand that shopping needs sometimes to feel, try, touch even smell a product before buying it. But this is not the case of diapers and milk. Buying diapers and milk for babies is just boring... This is how the idea of selling diapers and milk on a subscription basis came. A solution which addresses a real need ;-) How did it get started in Singapore? I started in Singapore by communicating about the project in November 2011 with White As Milk blog , and as I felt a little