Joanna Riley . Age: 25 Occupation: Cleaning Company Owner Lives: Leicester Leicestershire born Joanna rose from humble beginnings to corporate success with her Midlands based cleaning company after setting up the business at the age of 22. Joanna, whose first job was as a hotel waitress, later moved into telecommunications at a call centre where she called every Leicester-based business in the Yellow Pages until she eventually decided to become her own boss. She describes herself as ‘honest, direct and funny’ and is inspired by her twin sons. She says: “Don’t complicate business. Keep it simple and get on with the people you’re working with – it’s common sense.”