1. John Hardy, Alex Heide, Ross Gregerson & Laura Grbavcich

3. Developed array of optics products & first flexible frames

5. Ophthalmologists (MD’s)—mostly surgeons

6. Purchase surgical equipment

7. Prescribe pharmaceuticals

10. Market Overview

12. Convergence of previously isolated divisions

13. Management restructuring to identify cross-selling opportunities

15. Cross-selling’s potential to increase wallet share

16. Minimize “windshield time”

17. Surgery group wanted independence back

20. Communicate vision & goal to shareholders

21. Goal: #1 or #2 in every product category

22. Focus on weakest lines without neglecting others

25. Cross-promote all products

26. Focus on consumers, not just customers

29. Referrals for appointments, not sales

30. One-time incentive per 3 appointments generated ($50 or $100 gift cards)

32. New brand-building marketing initiatives