The plight of the fictional start-up

There is a new addition to the editorial team this year, gracing us with his bearded presence and enthusiastic approach to high street optics.

So welcome to cartoon characters Rob and Rita, who have opened up See-Saw Opticians on page six of each issue.

They have taken their first booking and looked into starting a Twitter account (see here). They take over the space from the long-established Mr Windows who has opted for retirement after 25 years of independent practice.

Mr Windows will be the first to warn of the hard work Rob and Rita will face. Competing with the multiples will require not only a clever approach to social media, but strong approach to patient recall letters, stocking the latest frames and contact lenses and possibly offering some enhanced services.