The system is free to cafe owners, who also receive a share of advertising revenue. CafeScreen plans to roll out more screens in cafes across the nation early next year. But why cafes? Hanging around cafes himself, Mr Weerasooriya realised that business professionals - a sought after demographic that appeals to advertisers - spend time there to get their caffeine fix. He also noticed that baristas covered their machines with cut outs of horoscopes or weather reports so people had something to look at while they were waiting in the queue for their takeaway coffee. Mr Weerasooriya has taken this practice into the digital age by providing entertainment on TV screens. He first saw screens in lobbies and lifts, but in cafes, “people are there for longer and are in a better mood.” And so are more receptive to advertising. Mr Weerasooriya sees innovation as “developing products or services that the market isn’t necessarily aware it wants or needs.” Over the years he has built up and sold several IT businesses, including an internet service provider, and a web development company. It’s the excitement of start ups that Mr Weerasooriya loves, and “the fun and problem solving that comes with innovation. There’s a certain buzz from concept to commercialisation. It’s also a more intimate business environment. You tend to work in smaller teams.” Mr Weerasooriya likes the idea of “de-risking” business models and then moving them on to incumbent leaders in markets. “I prove that the business model and the technology work. Once we have shown success on a small scale larger corporates are better placed to scale up the business” Mr Weerasooriya advises aspiring innovators to step back occasionally and enjoy the process of building a business along the way. He also believes that professional and personal networks play a big role in taking new businesses to market. Networking is part of being an innovator. “With a supportive network you can quickly facilitate introductions to people and organisations that can provide traction to your business.” Finally, having a life outside the business means you will naturally meet people outside of IT who want to help you. “I have generally found that people want to support entrepreneurs.”