'We used to use templates a lot, but not any more,' Jayne says thoughtfully.

When Flametree started life, it seemed like a good idea. The templates were part of an off-the-peg web design software package. They would simplify the content editing and management process and allow all staff to edit the site.

But templates stifle creativity a bit. And Flametree is keen to expand its horizons. 'In the internet world, templates mean handcuffs,' Chris, the site's content and technical manager, says sternly.

So now freelance staff have been brought in to help create tailor-made software systems for the site under Chris's guidance. This has meant a parting of the ways between Flametree and its original web designers. Jayne describes the parting as a 'nightmare with a silver lining', because it has allowed Flametree more control.

The bespoke system will allow the site to poll its users - useful for generating new stories to be fed to the press, thereby boosting the company's profile. Jayne is also spreading the Flametree gospel through networking. She has been invited to talk about Flametree at internet and women's events as far afield as Milan and Tokyo.

So far Flametree has grown by word of mouth. But now it is about to receive its search engine listings, having almost completed the complicated process it needed to undertake to persuade the likes of Yahoo! to include it.

The software will allow for much more interactivity with Flametree's growing army of users. Just after the April launch, Flametree boasted 25,000 page impressions a week. Now the figure is more than 100,000.

Users will also soon be asked to fill in brief online questionnaires, which will help Flametree build up consumer profiles. As a reward for their time, some will win a Flametree 'random act of kindness', such as a Shiatsu massage or technical counselling.

Jayne and Rosemary are hoping that the company's user base will rocket when Flametree starts its marketing drive next month. An advertising flier is to be slipped into 200,000 copies of a catalogue aimed at parents, and the company is to advertise at the Prima Baby Show later this month.

But has its optimism been tempered by the high-profile problems of health and beauty site ClickMango? 'The jury is out as to whether they will really fold. I'm not sure,' Jayne says. 'But given the current investment climate, I'm glad not to be looking for funding. We have enough for a year or more.'

Much will depend on the quality of the new marketing and sponsorship managers Flametree wants to recruit soon. Given the way the company is growing, it is just as well the search for new premises now seems to be nearly finished.