Both of the PR agencies that pitched for our consumer work - we’ve appointed one of them - were a little worried about the inverted ‘R’ in our logo. For some reason this has suggested the Playboy logo to them - although side to side they appear to have little in common and we’re hardly planning on operating in the same space!

I rather like the name; memorable, relatively friendly, has some literary merits - the white rabbit, Peter rabbit etc and the inverted R is good as a mini logo to use on handhelds and illustrates to some degree our wish to turn the book industry on its head.

We don’t have a strapline - primarily as we want to let the site do the talking on the key USPs, however if we did then ‘burrowing into books’ or similar would work. The act of discovering new books and interacting (rabbiting) is already there in the name. What I didn’t want was a name that screamed dotcom with some made up gobbledygook, once were up and running then it can take more of a backseat.

Here goes. I’ve been given the chance to take on the best people I can find, make a bug list of all the things that ‘bugged me’ about the book industry and then attempt to solve them with a new site.

This started in September and we’re powering towards publishing the site on the 19th March, at least to the trade in a closed beta.

The site is in effect a result of my and the team’s collective experience, which covers pretty much every chain, and some independent, booksellers in the country.

We’re now four weeks off launch.