Now just a minority shareholder in the 30-strong sushi chain, Mr Woodroffe is concentrating on other Yo! projects on the go, from Yotel (which lacks the exclamation mark for some reason) to Yo! Home, a nascent concept he hopes eventually to stretch into branded homes ?a Donald Trump or Philippe Starke. “Cheri helps me organise things because, you know, I’m a single man. [He credits his divorce 15 years ago with forcing him to get real about his life via a self-help course].” The talk is of a new website for Yo! Co, which he envisages as an umbrella parent company rather in the style of Stelios Haji-Ioannou’s Easy group. They eat salad and soup prepared by Cheri, his “on-board” personal assistant who handily also happens to be part of the Cheyne Walk houseboat fraternity. He knows his philosophy works, because, quite apart from being hugely rich and a TV personality after his part in the BBC show for budding Richard Bransons, the Dragons’ Den, none other than the Prime Minister himself has noticed his grind: today, Mr Woodroffe is getting an OBE in the Queen’s Birthday Honours. 12.30pm Entrepreneurs never do one thing for long, and sure enough, by the middle of the day he is back in London for lunch on his houseboat, which has been home since November, with his business manager, Nick Targent.

“Life is quietly about living out your dreams,” he tells the audience. That act’s reserved for Sir Bob Geldof, who is giving what for him is a slightly rarer pep talk. The two men go way back to Mr Woodroffe’s former incarnation as a rock ‘n’ roll roadie-cum-set designer, when he worked with the Boomtown Rats and, later, on Live Aid. “We’ve hooked up again and I’ve seen him a couple of times recently which is quite nice, you know old friends and all that, so I am pleased to be his support act.” One of the stories Mr Woodroffe regularly shares is how he lived out his ultimate fantasy when, despite being a “crap” singer, he recorded a song ­ ‘How I got my Yo!’ ­ with the Blockheads. “I’ve never stood up and told anybody what they ought to do. I’ve stood up and told anecdotes and stories of what happened to me Fundamentally, what I say is very honest It’s about fear as well as success It’s definitely about failure. I think people listen to it and think: ‘If he can do that, I can do that ­ he’s not actually that clever.’ It’s just an honest message really.” 9am Somewhat more unusually, Mr Woodroffe is not headlining today.

It’s a usual sort of morning for the raw fish tycoon who has long since stopped worrying about the speed that his brightly coloured plates fly round Yo! Sushi’s trademark conveyor belts. These days, if he’s not enjoying summer from the deck of his new houseboat with his teenage daughter, Charlotte, he’s more likely to be found expounding his business philosophy to scores of would-be Yo! entrepreneurs. Thirty minutes later, the man behind Yo! Sushi is whizzing down the M4 to speak at a motivational conference for businesses in Cardiff’s Millennium Stadium. His, the Trafalgar, is a relatively modest navy, but others are the full spectrum of paintbox colours. It is involved in the development, manufacture and commercialisation of advanced plasma waste treatment systems and raised £10m through an institutional placing by the broker Williams de Bro?The offer was well supported by investors, and the shares are expected to open at between 150p and 175p, giving the company a market capitalisation of £40m to £45m.. 5am Even getting up this early isn’t hard when you can watch the pinky hues of dawn over the Thames from a window in your shower. Simon Woodroffe’s bedroom is in the lower deck of one of the Notting Hillesque flotilla of houseboats on “Millionaires’ Row”, just off Chelsea’s Cheyne Walk.

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