Mutual Growthby ROIC Labs Talk to Martin

For optical lens manufacturers

Your opticians win locally.
You win globally.

You sell through independent optical stores you do not own. Every pair of lenses you sell depends on a patient walking into one of them. The Mutual Growth AI System puts a dedicated marketing team behind every store in your network, and runs it for them.

Talk to Martin See it in one town Sales effect

How MG AI changes the industry

Example Town. Fifteen opticians. Three of them sell your lenses.

Your optician Competitor's optician Patient your optician has reached Patient not reached
5patients walk into your three stores
19walk into the other twelve
21%of the town's patients are yours
  • Every patient walks to whichever optician happens to be nearest.
  • Your three stores reach only the streets immediately around them.
  • The twelve competitor stores take the rest of the town by default.

The map illustrates the mechanism. It is not a performance claim.

Your uplift

What that does to your sales.

Four goals, four numbers. These are our working assumptions. Move any slider to yours.

Increase in your network sales

+54.4%

+49.5%per store that runs it
+37.1 ppfrom stores you have
+17.2 ppfrom stores you sign

Waterfall from today's network sales to the modelled result.

Goal Push the competitor out of a single optician

30%*

Goal Bring patients to your optician instead of the competitor's

15%*

Goal Scale the system

75%*

Goal Increase your network

15%*

* Mutual Growth working assumptions, not a forecast for your network.

Sales uplift = V × [ (1+X)(1+Y) − 1 ] + N × (1+Y) X and Y compound: a store that sees more patients sells more lenses in total, and a larger share of each order is yours. Stores that do not adopt are held flat. New opticians carry Y but not X, because X measures a switch away from a competitor at a store already buying from you, and a new store's entire volume is incremental already.

Bring your own X, Y, V and N. We will pressure-test them against your network.

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How it changes your company

Four things you cannot change today.

Which of the four matters most in your markets right now?

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Your opticians win locally. You win globally.

How it changes your conversion

What changes in the field.

The system changes more than what the optician receives. It changes what your commercial organisation spends its week doing.

What the optician gets

  • A local campaign running every month, built for their town
  • A website a patient can book from
  • A newsletter to the patients already in their file
  • Visibility when someone nearby searches or asks an AI assistant for an optician
  • No work, no learning curve, no agency retainer

What you get

  • Sell-through per store, not per country
  • Shelf space taken from the competitor
  • A reason for new opticians to sign with you
  • An offer that cannot be copied with a price cut

See the panel and a worked local campaign, start to finish.

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How it works

Mutual Growth AI System: what is it?

Two simple ideas, put together. Digital marketing is reaching people on their phones and computers, where they already spend their day. Agentic AI is software that does a job by itself, start to finish, and gets better at it as it goes. We give one of these to every optician in your network.

01

Every optician gets a helper

The helper is an AI algorithm. Nobody has to tell it what to do each morning. It knows the store, the town, and the lenses you make, and it goes to work.

02

The helper finds people who need glasses

People in that town who are looking, scrolling, or asking a question on their phone. The helper shows them the optician nearby that has your lenses, and makes it easy to book.

03

The helper watches, learns, and does more of what worked

Every day it looks at who came in and who did not, and changes what it does next. The optician touches nothing. You see every helper, in every town, on one screen.

Ask what one store in your network would cost to run.

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How we work

Diagnose, decide, build, measure, change.

The same team does all five. There is no handover from the people who wrote the strategy to the people who have to run it.

01

Value creation diagnostics

We disaggregate your economics with ROIC analytics and map where value is created and destroyed across the network: which territories, which store profiles, which product mix. If the numbers do not support the system, we tell you before you spend anything on it.

02

Strategy workshop

Half a day with your commercial leadership. We choose the stores, the markets, the channels and the single number we are moving. You leave with a scope, a sequence and a cost, not a deck.

03

Execution

We build the system, connect the stores, write the campaigns and run the spend. We start with a subset large enough to produce a real number, then extend across the network.

04

Monitoring

Appointments per campaign, sell-through per store, product mix per store, share per territory. Reported on your panel, tied back to the value drivers found in step one.

05

Pivot

The plan meets the market and part of it is wrong. We change the part that is wrong on evidence, not on opinion, and the loop starts again from the diagnostic.

Pivot returns to diagnostics. The engagement is a loop, not a project.

Start at step one. The diagnostic tells you whether to build at all.

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Mission

Helping independent opticians win against the chains.

A chain has a marketing department, a media budget and a brand people already know. In many cases its quality is not as good as the independent optician’s, who has had to earn every patient. An independent store has a window, a sign and word of mouth. The gap is quality without the budget to monetise it.

Both of my parents are opticians. I grew up in their store and watched chains open nearby with budgets my parents could never match. I went the other way: McKinsey, EY, L.E.K., an entrepreneurship course at Cambridge and a CFA charter. I learnt from some of the best minds in business how a company is run.

Martin Goraczko, CFA
Martin Goraczko, CFA McKinsey, EY and L.E.K. Strategy and corporate finance. CFA charterholder.
My parents' optician store: my mum holding my sister, and me in sunglasses, in front of the display rack.
My parents' store: my mum, my sister and me. Third generation running it, and one of the first optician stores in the region in Poland.

What people say

Martin is not a typical consultant that talks nice words. He is a true business partner that engages with your business and really helps you achieve your ambitions. He fights for your success and, most importantly, executes. He finds dozens of ways to deliver and never gives up.
AnetaLSS Coach and Project Manager
1 / 6

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