‘Our performance so far is bang on target,’ Procter says. ‘We had a fairly clear idea about how quickly we could expect to build the business and how much we needed to spend on marketing to achieve this.’
However, what did turn out to be a surprise was winning Start Up Practice of the Year at the Optician Awards less than a year later. He adds: ‘We were delighted to win. You’re never quite sure what the criteria is that the judges are applying, so when we entered the competition we just explained the best we could our logic behind setting up the business. We were really excited on the night, not just because it was recognition, but because of the opportunity it presented in terms of marketing the business.’
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