Since graduating from Leeds University in 1997, Eddie Yu has been involved in key IT roles within British Aerospace, FNX Ltd and Derivatech Ltd, where he consulted for top tier banks such as Bank of America, ABM Amro and Bank of China, in the area of options and derivatives trading systems. In 2001, he started creating websites for various small clients, but he quickly identified a niche opportunity called affiliate marketing. He took this new marketing strategy opportunity and quickly developed the CasinoMan brand, which today has over 30,000 pages of content and has generated over $10m in revenue. In 2004 he formally named his company Lady Luck Media Ltd and began delivering services in all digital marketing niches. In 2008, the company took another focus to engage and help other Entrepreneurs to create the kind of success that Eddie had created from a starting budget of zero. His personal learning and growth also took him into the coaching fields where he trained in Neuro-Linguistic Programming, and is now a Master NLP Practitioner. Eddie success has allowed him to pursue other areas of interest which now include fashion photography, personal life & success coaching, and he is also involved in several other joint ventures ranging from iphone applications to cosmetics. In 2011 he published his first book called "Speedlights & Elephants: Winning The Online Business Game" and it is available on Amazon.com and Waterstones. Eddie also works as a mentor for the Princes Trust, as a Patron for the Peace One Day organisation and as a non-executive director for various company boards.